I wish I did that..

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Nike – Winning isn't for everyone, Am I A Bad Person?

Competitive spirit isn't something to be apologetic about. In a world where wanting to win has a losing reputation, this campaign speaks to the grit, determination, sacrifice and passion it takes athletes to get to the top of their sport and the Olympic stage. The pursuit of excellence is a journey that begins with the athlete mindset. Anyone can be a winner if they put their mind to it. It also reminds us of the hard, cold truth of competition: that not everyone can be a winner

Ad Agency: W+K Portland

Director: Kim Gehrig Editor: Robert Duffy (Spot Welders) VO: Willem Dafoe Production: Somesuch VFX: a52

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Volkswagen Polo - Protection All of the protagonists protect themselves by bending and holding their arms over their heads. Pay-off Have you ever noticed how protected you feel when you make yourself small? Ad Agency: DDB London CD: Richard Flintham, Andy McLeod

Director: Jonathan Glazer Music: Faure Editor: John McManus Production Company: Academy Commecials

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Guinness – Surfer

This black-and-white film is pure visual poetry; as the surfers patiently anticipate their next run its not hard to get lost in each impeccably wrought frame from the opening shot of the Surfers anxious mug, to the climax of horses and boarders as a unified wave-riding armada. Add to that the syncopated pacing and carefully executed sound, as well as the Guinness guys pounding spoken word voiceover and the seamless over-the-top effects, and the result is an example of what can come of a great idea, inspired craftsmanship and risk-taking collaboration.

For many Guinness drinkers, “the pour” had long been seen as a treasured part of the experience but it was also seen by non-Guinness drinkers as a barrier to entry. “Good things come to those who wait”.

Agency: AMV BBDO CD: Peter Souter AD: Walter Campbell

Director : Jonathan Glazer Production Company: Academy Editor: Sam Sneade

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Honda Civic - A Day in a Life 'Everyday' charts a day in the life of a Civic owner through the brilliant objects he uses. They're shot close up and range from a zipping fly, to a ballpoint pen, to a corkscrew in the evening. He also drives a Civic, another brilliant thing he takes for granted. Creative Agency: W+K London ECD: Warren Hamillton - Wave CD: Tony Davidson, Kim Papworth Director: Ivan Zacharias DOP: Jan Velicky Production Company: STINK London Editor: Christophe Allender, Jean Clemente Foret

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Hornbach AG – 1sqm What if your entire day, indeed your whole life, took place in spaces measuring one square meter? A square meter seems small, yet it is an endless space of ideas. The ad is a creative response to the cost-of-living crisis that's spread like a plague, making it harder to find adequate living space.

Creative Agency: Heimat TBWA\ Berlin CCO: Guido Heffels Director: Steve Rogers DOP: Daniel Landin Production Designer: Steven Jones-Evans Sound Design: David Arnold LOFT Berlin Production: TPF Berlin

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Beauty of Mathematics An ingenious and revealing illustration of how the many forces at play in the world around us can be distilled into mathematical expressions. The short film illustrates the abstract science of numbers. Director: Yann Pineill & Nicolas Lefaucheux Production Company: Parachutes.TV

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Apple AirPods Pro – Quiet the noise “Quiet the noise,” highlights the advanced active noise cancellation capabilities of the new AirPods Pro. The spot plays the simple version of Pixies ‘Where is my Mind?’ (off the Pixies’ 1988 debut album Surfer Rosa) by Zimbabwean-Australian singer-songwriter Tkay Maidza. Listening to music on the new AirPods Pro (2nd generation) allows you to get seemingly lost in your own world. Advertising Agency:  TBWA\Media Arts Lab ECD: Greg Greenberg Director: Megaforce DOP: Matias Boucard Editor: Joe Guest (Final Cut) VFX: Electric Theatre Collective Colorist: Luke Morrison Production: Iconoclast

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Humane Society International – Save Ralph Ralph-the-rabbit is a tester—one of untold thousands of rabbits and other animals used each year in government-required chemical-poisoning tests for cosmetics and their ingredients.

“Save Ralph” combines empathetic storytelling with the magic of stop-motion animation and performances by an A-list multinational cast in the next phase of Humane Society International’s global campaign to outlaw cosmetic animal testing once and for all. Director/Creative Director/Editor: Spencer Susser Director of Photography: Tristan Oliver Production Company: Blue-Tongue Films Lead Animator: Tobias Fouracre Art Direction/Modelmaker: Andy Gent (Puppet Maker) Animation Company: Arch Model and Film Studios

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Burberry - Open Spaces The script was written by the directors based on three words: Freedom, Outdoors, British. Process – How you direct people that fly in a new way. The parameters first were to find cast that fitted the client brief (models who had wire experience) and then rehearse and find out how to choreograph four people in the air. Storyboards don’t help much but five days of rehearsal do. The direction to keep this as much in camera as possible landed on the idea of hanging the DOP/Camera in a wire with the actors to get the longest takes without cuts all in camera, with as little “post” as possible. Inspired by a quote from founder Thomas Burberry's book Open Spaces – 'Inherent in every Burberry garment is freedom' Director: MEGAFORCE DOP: Justin Brown

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Channel 4 – Super. Human. Unlike previous iterations of the Superhumans campaigns, this new film focuses on the fragilities and day to day struggles facing elite athletes – putting the emphasis on ‘human’ over ‘super’.  The film culminates with the line – “To be a Paralympian there’s got to be something wrong with you”. The line summarizes the truth that what differentiates these Paralympians from the rest of us is not physical, but is instead a level of determination, focus and ambition most of us could only imagine choosing. Advertising Agency: 4creative ECD: Lynsey Atkin Director: Bradford Young ASC DOP: Rina Yang BTS Photographer: Ian Treherne, a blind photographer. Production: Serial Pictures x Somesuch

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Michael Andrews – Bubbles in Space Comprising 3,000 frames hand-drawn by more than 100 students from San Diego’s High Tech High International, the flipbook-style piece was based on a live-action film Josh Hassin and retro-pop singer-songwriter Andrews shot with their children, but takes Andrews’ lyrical concept of new fatherhood to an unexpected place. The making of Bubbles in Space  Director: Josh Hassin Photographer / Cinematographer: The Joelsons Editor: Franck Deron

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TID Watches – Exploring Time A short film is a part of an ongoing film series about time by a Swedish watchmaker TID. Exploring Time plays with the concept of relativity of time. It's an observation of a moment in time and what happens to our mind when we let go and start drifting away. Something ordinary suddenly becomes the impulse for our imagination and we find ourselves wondering where reality ends and imagination starts. Only to wake up realising that it was only relativity playing with us.

Director: Jonas & Julien Cinematographer: Tom Elliott

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You Won’t be Alone – Film A Shape-Shifting witch learns what it means to be human in creative art-horror offering. Set in an isolated mountain village in 19th century Macedonia, YOU WON'T BE ALONE follows a young girl who is kidnapped and then transformed into a witch by an ancient spirit. Curious about life as a human, the young witch accidentally kills a peasant in the nearby village and then takes her victim's shape to live life in her skin. Her curiosity ignited, she continues to wield this horrific power in order to understand what it means to be human. Director: Goran Stolevski Cinematographer: Matthew Chuang

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Amnesty International – Love is a human right In many countries ignorance and lack of understanding about gender and sexual identity prevails  - often within police forces. This means that hate crimes against LGBTI people often go unreported and investigations are often flawed. No matter what your actual or perceived sexual orientation or gender identity is, you have the right to be treated equally by the government and other people. Advertising Agency: Anorak Oslo Director: Martin De Thurah Cinematographer / DOP: Kasper Tuxen Production House: Bacon Sound Design: Ballad

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BBC – This Is Our BBC The film is a great reminder of the BBC’s remit to inform, educate and entertain. The film demonstrates the role BBC plays in British culture featuring memorable clips from the BBC archives. The team went through over 250,000 clips in a span of six months. Creative Agency: BBC Creative Director: Seb Edwards Editor: Sam Rice-Edwards Production House: Academy Films

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NoMore.org – Delivery Commercial slowly unfold — the subtle clues scattered in the house, the woman’s calm and steady voice, the sudden realization of the operator — is utterly heartbreaking. A masterpiece of a PSA (Public Service Announcement) — impactful without being over the top. It’s more gripping because it is based on a real emergency call made by a domestic violence victim (the first-ever Super Bowl commercial addressing domestic violence and sexual assault) NoMore.org is NFL’s Anti-Domestic Violence Organization. NFL donated airtime and production costs to the campaign as continued penance for its heavily criticised handling of NFL player Ray Rice’s punching of his then fiancee in 2014. Advertising Agency: Grey New York ECD: Lisa Topol Follow up “Text Talk”

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DIESEL – Be a Follower With their millions of followers and their social status, influencers are the new normal of fashion advertising and beyond. And everybody wants to be one. Which is why, to promote their SS19 collection, Diesel said the exact opposite: BE A FOLLOWER. A campaign designed to mock the status quo of influencer marketing by celebrating the effortless, carefree and fun-loving lifestyle of someone happy to be known as a follower. The campaign features a series of scenarios in which real-life influencers have a harder time than the rest of us. Everybody wants to be an influencer today. Diesel took aim at the clichés of social media by emphasizing where the real power exists: in the hands and the feeds of the followers.  Advertising Agency: Publicis Milan CCO: Cristiana Boccassini Director: Ali Ali Production: Good People