In a possibly pointless exercise, I've tried to work out who contributed more to this year's best ads - Planners, or Creatives.

Since I don't have infinite time to waste on this kind of thing, I've only looked at TV ads. The list I'm using is Campaign's Top 10.

My method was to give each ad 10 points, then allocate those points between Planning and Creative.

By way of example, an ad like the AA's 'Fourth Emergency Service' would be scored as 9 for Planning (genius strategy) and 1 for Creative (forgettable execution), while Sony 'Balls' would score 2.5 for Planning ('great colour' is hardly groundbreaking for a colour TV, but at least it's simple) and 7.5 for Creative.

Hovis 'Go On, Lad'

Planning: 2.5 ('heritage' is nothing new for Hovis, but at least it's single-minded)
Creative: 7.5 (superb execution, technically brilliant and charming too)

Nike 'Take It To The Next Level'

Planning: 1 (I'm not even sure what the strategy is here, the best you can say is it doesn't get in the way)
Creative: 9 (Awesome. The kids love this kind of shit)

VW Golf 'Enjoy The Everyday'

Planning: 6 (I really like this strategy. For me it gets to the heart of what Golf is all about. It's your regular, everyday, workhorse car... but it does that regular stuff just a little bit better than you might expect)
Creative: 4 (They've taken a slightly YouTubey technique, but legitimately made it their own, with an excellent job on the music)

Barnardo's 'Break The Cycle'

Not judging this one, since Scowling A.D. and I were two of the creatives on it

Toshiba 'Time Sculpture'

Planning: 3 (there IS a strategy here - 'TVs that are as amazing as what you watch on them' but it took me a long time to figure it out. Still, at least it gave the Creatives licence to do 'anything amazing')
Creative: 7 (arguably the technical achievement of the year)

BBC 'Journey To The East'

Planning: 1 (I can't see any strategy at all. One point for not getting in the way)
Creative: 9 (top music, top animation)

Drench 'Brains'

Planning: 5 (a good strategy - I've never heard a water talking about keeping your brain hydrated before)
Creative: 5 (good creative too; puppets are funny. Fact. Making this a well-balanced ad in terms of strategy and creativity.)

TFL 'Moonwalking Bear'

Planning: 7 ('It's easy to miss things you're not looking out for' is a brilliant strategic leap - arguably the strategy of the year)
Creative: 3 (it's brilliant creative too, they've certainly done justice to the brief of the year)

Natural Confectionery Company 'Trumpets'

Planning: 1 (is 'let's just focus on the sweets' even a strategy?)
Creative: 9 (the entire success of the ad is down to the surreal humour of the writing)

VW Polo 'Singing Dog'

Planning: 5 (Polo have been using the 'confidence' proposition for a while now, and there's no doubt it's a clever way to sell a small car)
Creative: 5 (highly entertaining iteration of the campaign)

Overall score
Using the chunky calculator we are issued with here, I make the average score for the year's best ads - Planning: 3.4, Creative: 6.6.

Am I just biased?

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