BMW: “Curiosity” (Starts at 00:06) – UK

This beautiful advert by Mirror Mirror director Tarsem depicts a figure from prehistory whose curiosity persuades him to jump aboard a stampeding horse. Only by indulging his instinct for adventure and risk will our bearded hero discover how much more ground he can cover on horseback. It’s an audacious bid to change the self-image of BMW drivers.
Agency: FCB Inferno
Director: Tarsem

Apple: “Duet” (Starts at 01:09) – UK

For the second year running, Apple’s main Christmas film emphasises the emotional connection forged by technology when it’s in the right hands as we see a young woman discovering an old vinyl recording made by her grandmother. After augmenting it with her own interpretation of the track, she’s able to give it to her gran on an iPad mini as a Christmas gift and the understated response is very touching.
Agency: Media Arts Lab
Director: Lance Acord

Co-op supermarkets: “Marzipan” (Starts at 02:13) – UK

What a terrific way to communicate the message that the Co-op has more stores than other supermarkets … and that it’s open later over the festive period. It’s a simple idea which gets directly to the heart of a real-life experience. And it’s funny – many viewers are bound to be reminded of an occasion when they’ve alarmed strangers with an apparently random utterance.
Agency: Leo Burnett
Director: Vince Squibb

Oral-B: “Merry Beeping Christmas” (Starts at 02:47) – UK

This viral commercial for Oral B featuring a plethora of profanities is not the kind of thing we associate with this market sector. The naughty swearies have been beeped out but the utterances are just about identifiable – so much so that you can play a game of ‘Malcolm Tucker Bingo’ by trying to recognise each of the individual curses.
Agency: Publicis
Director: Stephen Pipe

ADOT: “Homeless Lights” (Starts at 03:35) – Japan/UK

This excellent film features a version of Radiohead’s Creep as we’re shown a number of homeless people who have been decked in Christmas lights. They become both isolated individuals seeking some small comfort and icons that are impossible to turn away from. A poignant film offering a reminder of what many people refer to as ‘the true meaning of Christmas’… before ripping open the next unneeded gift.
Agency: Ogilvy & Mather Japan
Director: Dan Nathan

Norwegian Public Roads Administration: “Driving Home for Christmas” (Starts at 05:10) – Norway

Anyone accustomed to the tropes of road safety films will be watching this with their fists in their mouths as they wait for one of the sweet reunions to come to grief. Perhaps mindful of this, this clever advert defies convention by delivering everyone safe and sound and like a pious man who’s accidentally wandered into the wrong massage parlour, we can enjoy an ending that’s as happy as it is unexpected.
Agency: Kitchen Oslo
Director: Christian Holm-Glad

Jason Stone is the editor of David Reviews