Creativity

Creative Preview: Preview 2015's NYF's World's Best Advertising

Published on Jan 29, 2015

From the Sponsor

The New York Festivals Creative Preview offers a sneak peek at select entries submitted to the 2015 New York Festivals International Advertising Awards competition. Instead of reviewing work after all the votes have been cast, here's an opportunity to preview entries in this year's show. The 2015 World's Best Advertising award winners will be announced May 21 at Jazz at Lincoln Center's Frederick P. Rose Hall, Broadway at 60th Street, New York City.

In this Creative Preview, NYF showcases the TV commercial "The Left Behinds," submitted by Leo Burnett London for client Freeview, the free-to-air digital TV service. The TVC features a motley crew of singing toys establishing that entertainment is better when it's free.

Creative inspiration can strike at any moment. NYF asked creatives Rob Tenconi and Mark Franklin what prompted the idea for this campaign. "We were walking down Portobello Road in Notting Hill, London," the team said. "In case you don't know, Portobello Road is full of amazing antique and second-hand shops. One particular shop was full of second-hand china and porcelain figures--everything from dancers to dogs to soldiers to swans, and everything in between. They were all looking at us, and they were all looking for a home, which made us think, 'These guys are looking for love.' With that thought we were away. We decided that a jumble sale would be a better arena for our story--"it really is the last-chance saloon for second-hand items."

"The song ["I Want to Know What Love Is," by Foreigner] absolutely picked itself. It was the very first thought we had. There really is no other song for the job, it worked perfectly," Messrs. Tenconi and Franklin said.

To view "The Left Behinds" and read more, visit the New York Festivals website.

About the Sponsor

New York Festivals World's Best Advertising competition is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Starting in 1957, NYF now receives entries from 75 countries in all media in the following competitions: Avant-Garde, Branded Entertainment, Creative Effectiveness, Design, Digital, Direct & Collateral, Film, Film Craft, Integrated, Outdoor, Package Design, Print, Public Relations & Media Relations, Public Service Announcements, Radio and Student.

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About

Credits

Date
Jan 29, 2015
Agency:
Leo Burnett London
Client:
New York Festivals

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