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A lot of vids get watched on the shots website. And we mean A LOT!

We can't expect you all to have seen everything so, using the magic of data, we've analysed all of the views through our Work and Craft posts, plus our monthly Showcases, to bring you a list of the clips you couldn't stop clicking on this year.


10. The most bizarre courtside dance-off you’ll ever see

Reebok – Storm The Court

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With Storm the Court, the first spot in the Reebok’s Sport the Unexpected campaign, Venables Bell & Partners fully embrace the ‘bold and provocative’ ethos of Reebok, creating a gloriously irreverent slice of basketball rivalry. 

Featuring a bizarre, unexpected guest, resplendent in a pair of Reebok Aztrek Double in front of an outdoor hoop, the commercial shifts from sporty action to hilarious grooving in 90 glorious seconds.

See what we said about the spot here.


9. Leica and Cokeliss take a shot in the dark

Leica – Like the Night

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A homage to Leica shot on the Leica SL and concepted and directed by filmmaker and photographer, Barney Cokeliss, is an evocative nocturnal journey set to Lord Byron’s She Walks in Beauty, and scored by Finnish composer, Anné Kulonen.

Cokeliss shot the film on a Leica SL camera using M lenses, showcasing the unique video capabilities of the camera and lenses, particularly the discreet low-light capabilities of Leica’s legendary M lenses. 

The film follows a range of female photographers as they move through the night capturing the unexpected world that comes alive after dark. Shot in locations across the globe, the images in the film range from mountain landscapes to city life, from glimpses of crime to moments of romance. 

See what we said about the spot, and an interview with the director, here.


8. How BETC and Traktor rebuilt LEGO's world

LEGO – Rebuild The World

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Following a chase between a clever rabbit and an unlucky hunter, the adventure unfolds in the kind of world that only LEGO play could create - with every character, animal and vehicle based on an existing or past LEGO toy. 

Eagle-eyed fans will also spot some easter eggs that span the generations; from first LEGO wooden duck toys, to a dragon wearing Jeremy Scott adidas trainers and a life-size replica of the LEGO House in Billund. 

See what we said about the spot, and an interview with brand, agency and director, here.


7. Argos Christmas spot hits the right notes

Argos – The Book of Dreams

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The near-three-minute film features a dad whose childhood dreams are awoken when he sees a drum kit his daughter has circled in the Argos catalogue.

From there, it's Simple Minds’ 80s classic, Don’t You Forget About Me, a kitchen that turns into a stage, a drumming daughter and a crowd-surfing teddy bear. All the ingredients for a classic Christmas campaign.

See what we said about the spot, and an interview with the creatives, here.


6. Asics spec spot is a runaway success

Asics – Break Free

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On a shoestring budget, Eric Van Wyke directs and edits this accomplished 90-second spot, which cuts between a humdrum desk job and the glorious freedom of running.

See what we said about the spot, and an interview with the director/editor, here.


5. Converse film is an anthem to London's creative community

Converse – Spark Progress

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In its new anthem film, Spark Progress, Converse celebrates a generation of empowered Londoners who are forging their own futures in the face of Brexit uncertainty.

Created by Wieden+Kennedy London, the campaign marks the commercial directing debut of Pulse Films' Paco Raterta - best known for his Prodigy promos - and documents the creative process of five women: Ama Lou, singer, songwriter and filmmaker; Paria Farzaneh, Iranian menswear designer; Lava La Rue, singer, skater and artist; RAYE, singer and songwriter; and Feng Chen Wang, menswear designer.

See what we said about the spot, and an interview with the director, here.


4. A comedic love story told entirely through fake ads

Adman

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An unconventional boy-meets-girl romance that simultaneously muses on consumerism and commercial storytelling, Adman is the brainchild of director/producer duo Ben and Adam Callner

Having created work for the likes of GEICO, Volkswagen and Verizon, the brothers have woven their extensive experience in the commercials world into a wonderfully creative short that'll make you laugh, cry and seriously question the roles that brands and products play in our lives.

See what we said about the spot, and an interview with the directors, here.


3. Renault’s rapturous ad condenses a lifetime of love

Renault – The French Exchange

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This beautifully acted and crafted ad, The French Exchange, directed by Frederic Planchon through Academy, celebrates the 30 year development of the Renault Clio by following the touching tale of two childhood friends – moving from devoted bezzies who meet through a French exchange, to carefree teens, to lovers. 

See what we said about the spot here.


2. Excitable Edgar is here to light your Christmas fire

John Lewis & Partners and Waitrose & Partners – Excitable Edgar

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Telling the tale of a cutely combustible mini-dragon and his flame-haired gal-pal, Excitable Edgar is a heart (and set)-warming story of a little fella who just can't fight the flames burning inside of him. 

Blink director Dougal Wilson, returning to the brand's festive outings for the first time since 2016's Buster the Boxer, paints a wonderfully realised picture of 'ye olde' snowy village, with production design and effects (in particular the Hollywood-level visuals and character animation of Edgar) unsurpassed.

See what we said about the spot, alongside an overview of John Lewis' Xmas commercials, here.


1. Vodafone unveil their Unlimited plans with the magic of multiplicity

Vodafone – Be Unlimited

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To launch its Be Unlimited brand campaign, Vodafone and Ogilvy (as part of WPP Team Red) created a glorious one-and-a-half-minute wonder of visual sleight-of-hand, following an mysteriously multiplying lady as she ventures out for a night on the town. 

Helmed by Academy warlocks Si & Ad, the film not only showcases their mastery of the sudden reveal (some of the emerging doppelgangers providing nuggets of pure joy) but also utilises both a unique collaboration between Alicia Keys and Mark Ronson for the backing track Truth and the fashion talents of ten young designers from across the country, hailing from schools such as Central Saint Martins, Glasgow School of Art and Winchester School of Art; all in the name of celebrating Vodafone as a British brand.

See what we said about the spot here.

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