There is never enough inspiration and nice advertisements. 
Our creative strategist Ondra Duka has prepared a selection of ads from the Czech Republic and abroad that we consider to be the best of 2022!   

Amnesty International 

Agencies often have much more freedom with pro-bono clients than with corporate ones. In the case of overly motivated creatives, this can be a pitfall, but here it's a bull's-eye! Thanks to the gripping and chilling rawness of the spot, we won't forget it anytime soon! So, who among you will also write a letter?  

Bernard 

We all know it, clients often have exaggerated ambitions regarding the required depth of information. Therefore, a spot where a chronologically arranged storyline flows with freedom and pleasant emotion is like balm for the soul.  The brand's tradition is subtly communicated as well. But it can also be done without boisterous toasting. The spot is a boost in difficult times, with a clear and strong message to the audience. Joys have simply existed and will continue to exist.   

Compare that 

Compare it continues to communicate with Tomáš Srovnaný. It has additionally added a nice series of studio spots with plenty of eye-catching elements. Let's add a striking color code of the brand, a cleverly used device, a clearly communicated product benefit, and a dignified continuation of the original campaign is out in the world! 

Lidl 

This year, the floodgates opened for musical spots! Some, like Michal David and Penny or Přemek Forejt  were, to put it mildly... debatable. 

However, Lidl is a different league - catchy melody and lyrics, but also clear communication of its products and services.  And those tiny funny twists, Gnocchi, Flanel shirts, Bulgur, Blueberries… The cherry on top.  

Rossmann 

We know it from movies. Following up on a first success with a similarly high-quality “sequel” is tough… But the Rossmann brand has definitely succeeded. The insight is different this time; only mothers will likely understand it, and perhaps also the sharper teenage daughters by the end. If the ad targets them, that’s fine. We’d bet our boots that the reference during the concept presentation was the Kofola spot from 2016 called “Daughter,” aka “Please, don’t say anything!”.  

Fio Banka 

We love humor in advertisements, and the slightly politically incorrect series with Štěpán Kozub and Fio Bank has simply succeeded. The environment of fairground workers is grateful and genuinely lends itself to openly exaggerated acting, always understandable, though sometimes a bit straightforward, tied to the product or service. But... who are these fairground workers supposed to represent? Clients?  

Birell  

Let's not shut our eyes to current trends that are not exactly politically correct. Let's rather make fun of them. That's what Birell adhered to, using actor Tomáš Zástěra, who presents the attributes of the products in an erotic way, because it’s simply and plainly juicy… And hand on masculine hearts, how many brands would support the establishment of a profile on Only Fans?  

Everyone wants to ride the wave of “safe” trends and capitalize on them... Using trends that are “not talked about in polite society” for one’s campaign requires a fair amount of courage - which Birell has demonstrated! Tomáš Zástěra presenting product attributes in an erotic manner, referencing the brand's Only Fans profile; who wouldn't be intrigued? We certainly would!  

Dove 

Dove decided some time ago to focus on social issues. The very well-known social experiment “how women see themselves” has been replaced by a different theme - trust, (in)security, and the maternal bond. Excellent execution and a sensitive approach guarantee success here. 

Nike  

Nike: Dynamism. Energy. Determination. Tradition. Personalities. And over the years of a very high standard, we will surely find more connections. This year's campaign pleased us, bringing a shift from a motivational and relatively calm manifesto to a dynamic spot dramatizing sports stories experienced during one relatively ordinary life. Let’s give credit to the athletes - our lives are interspersed with amazing performances, and we can be glad to have witnessed them.  

KIA 

Put a puppy in the advertisement, and it will work! For cars and beers, it's always relatively challenging to find the brand's unique selling proposition, but here that wasn't even necessary. A heartwarming advertisement telling the story of the beginning of a friendship between a puppy and a person who saves its life with a recharge. How simple. And that music!