ACES finalists predict who will win at the 2016 awards

By Lindsay Bennett | 23 December 2015

We’ve done polls, we’ve taken bets in the office, now it’s time consult last year’s finalists on their predictions on which ad will take the trophy at the annual ACES awards in 2016.

It's a hard choice, with entertaining ads like ‘Captain Risky’ for Budget Direct by 303Lowe, 'Australia Day' from Meat and Livestock Australia by The Monkeys and ‘It’s in You’ for David Jones by Whybin/TBWA.

Decisions, decisions.

Let’s ask 303Lowe ECD, Richard Morgan, BMF's executive creative director, Richard Morgan and The Monkey's ECD Scott Nowell.

What has been your favourite Australian ad of the year?

Morgan: "For me, the one that sticks out is the ad for University of Western Sydney. The story of a boy growing up in war torn Africa, making it to Australia then putting himself through law school whilst sleeping in a car to become a human rights lawyer. Like most great stories, it has an epic quality and even feels like the sort of story that could be made into a movie itself.

Importantly, from an advertising perspective, it doesn't feel like borrowed interest, but rather encapsulates what is possible through the power of the human spirit and the sort of education and opportunities they provide. They are a university that does not have the same premium reputation as Sydney Uni for example, so taking that extreme example makes it work really well. You come away thinking to those who strive to better themselves and the world around them. I think it definitely deserves a shot at winning this year."

Blackley:  "Aside from our stuff, I liked the CommBank ad with all the kids in it [by M&C Saatchi.] Beautifully produced."

Nowell: "From us I love the Bingle horses spot and the IKEA christmas 'toy' spot. Very different but powerful in their own ways. From around the industry I like the Ricky Gervais thing for Optus and the Honda Dreams spot."

There you have it. Three industry guys, and three very different predictions.

Who do you think will take out the award in 2016?

To celebrate the new ACES awards, Val Morgan is offering a private screening for the advertising hot shots that can name more than 30 of the 60 brands that appear in this sizzle reel. Entries that name more than 30 correctly will be placed in a draw and a winner selected at random. Think you know ads? Check them out here.

The entry deadline for the ACES Awards is also 23 December, so make sure you get it in tomorrow.

You should download your entry kit, here.

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