The 2012 Joshys: Part II

The WTF? Award: The commercials that I watched numerous times to figure out what just happened.

Winner: Brad Pitt and Chanel No. 5

Ridiculous and pretentious. Brad Pitt’s wistful acting is decidedly not Oscar-worthy. And primed for parodies.

Honorable mentions: Henry and Aaron’s Central Institute of Technology: This Aussie video is WTF? worthy for an entirely different reason. It’s just awesome and totally unexpected. Probably a great recruiting tool for kids who would want to go to tech school.

Oxy’s Exploding Pimples: Yeah, it’s disgusting. And yeah, these are probably cysts which are more serious and should get medical attention. But the juvenile side of my personality is quite amused.

The “Aww” Award: Simply put, commercials that will make you say “aww.” A decent amount of overlap with The Field of Dreams Award.

Winner: Google Chrome’s “Jess Time”

Google can really pull at the heartstrings. Here, a father and daughter help each other adjust to life’s changes. Sweet, genuine, and just nice.

Honorable mentions: Subaru’s Rainbow and 200,000 Miles: Both ads from Subaru’s “Love” campaign, which seems like it could be a constant contender in this category. The rainbow commercial (titled “Looking for Gold”) captures a father and young daughter in a whimsical and adorable moment. “200,000 Miles” is also cute, but has a deeper meaning about random events and how they can change our lives.

Nike Free “I Would Run To You”: This one had some mixed reviews, as many thought it relied on the formula of an incompetent man (who reminds me of myself) and a super-competent woman. But personally, I find it cute, romantic, and funny. Love will make people do silly and irrational things…maybe even run cross-country. The song is very catchy too.

Purina’s Rain Rescued Cat: If you love cats, you’ll love this one.

The Beautiful Award: Most beautiful visuals in an ad.

Winner: Getty Images “From Love To Bingo”

Sometimes the best stories don’t need any words at all. Love it. From Brazil.

The Explosions in the Sky Award: The most epic of the year. And yeah I know, “epic” is totally overused now. Sorry.

Winner: Audi’s “Ahab”

The first time I saw this commercial, I was like “Well, that was cool, but I feel like I’m missing something.” Then I realized that the whole ad is an homage to Moby Dick (it is called “Ahab” after all). The wide-open vastness of the landscape and lonely narration of the forlorn truck driver makes this one a winner. Manly as hell, too.

Honorable mention: Canadian Paralympics “Unstoppable”: Unstoppable is the right word.

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Google Chrome’s Sweet “Jess Time” Spot

I usually love Google’s videos, but I wasn’t a fan of Google Chrome’s lame Mark Potter commercial.  Judging from the fact that I got clobbered in the comments section, a lot of people did like it though. Luckily, Google is back on their game with this one. “Jess Time” tells the story of a daughter (Jess) and her father (Elliott). We learn that the mother in the family has recently died. Losing a parent seems like an incredibly tough matter…something I don’t want to think about. Even harder would be losing a parent soon before moving to college, a huge transition time. Through various Google Chrome applications, Jess and Elliott help each other adjust to life’s changes. Sweet, genuine, and just nice. The song is “Broken Chair” by Chris and Thomas. And Jess is played by Celeste Arias.

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