If there’s one word that sums up September’s shortlist for our ad of the month poll, it’s ‘bold’: bold creative, bold statements, bold ideas. Take a hop, skip and jump into a stellar list of campaigns, helping readers to rock retro, remember a certain Scottish singer and relax in the home of their dreams
eBay
The preeminent purveyors of preloved bring retro bang up-to-date with this excellent multiplatform campaign. eBay gives readers plenty of ideas for both budding entrepreneurs and bargain hunters, whether that’s rocking refurbed tech or turning heads with preowned threads.
HM Government
Stepping into a new career can be challenging and worrying for many, but this digital wrap from the Department of Education helps to give readers confidence to jump right in. This ad goes the extra mile by bringing the character out from the static image and across the page — an eye-catching way to show readers just how far they can go.
Lewis Capaldi
The Scottish singer-songwriter has never done promotion by halves. Capaldi famously put his Tinder profile on billboards and bus stops in 2019 and this wrap is yet another example of how he uses authenticity as a strong brand driver. Telling fans he’s not ready for them to forget him, his ad is stripped back and stripped bare.
Aussie
Front pages are undeniably iconic for bringing headlines to millions, which makes them particularly good places for clever contextual ads. Reacting to the news of new prime minister Liz Truss’s election by Conservative members, the haircare manufacturer stakes its claim for a place in the (bathroom) Cabinet.
Vauxhall
Going green takes on a new meaning with this vibrant electric car campaign. The car manufacturer’s sense of play is brought to the fore with a neon twist, while the new Mokka takes centre stage to make clean driving fun.
Andrex
The Andrex puppy surely drinks from the fountain of youth, with the nation’s most loveable labrador celebrating the big five-oh in 2022. Such is the character’s brand strength that this ad places him front and centre, flying the flag for a little bit of love and unbeatable softness.
Mastercard
The world of digital payments gives millions of consumers exciting new opportunities, but many are concerned about the risks. This striking spread helps to reassure readers that their money is safe; Mastercard also emphasises the importance of working to stop criminals exploiting new systems for bad.
Habitat
This ad does exactly what it says on the tin, both in terms of product and in execution. Proving bold doesn’t have to mean big, this half-page ad centres on the small things that make a house a habitat.
This poll is closed. Find out which ad took home top prize in Thursday’s News from Newsworks newsletter.
