Everyone has their own journeys. From my first couple of weeks here I’ve learnt that much. It’s great to see, meet and be inspired by such diversity in thought, talent and experiences. Everyone has such great stories about where they’ve been and how they ended up where they are now. Here’s mine. 

You see, i’ve always wanted to make ads. It might sound corny but it’s true. I’ve known it since I was a kid. I even used to play the “Guess the ad” game, seeing if I could guess the brand that created the ad before it was revealed. So for this week’s SCAB I thought I’d take you through the ads I’ve loved over the years. The work that has stuck with me. The work that has inspired me. The work that ignited and fueled the love all those years ago.

Jaffa Cakes

So this one will be unsurprising to anyone who has spent a little time with me. I LOVE “Full Moon” For me it started off this whole obsession. I watched this spot as a kid and fell completely in love with how weird it was. After a conversation with my dad I knew it’s what I wanted to do. 

Johnnie Walker “Dear Brother”

Ok so this one’s not technically an actual ad. Instead this masterpiece was created by German filmmaking students! But they still created something which is packed with more storyline, characterisation, presence and impact than most films. I could talk about this one for pages and pages but i’ve got a word limit so i’m just going to let the work do the talking 

Spotify Wrapped

Something a bit more recent but still so good. Using all that data they have access to, those clever clogs at Spotify channeled that into their Unwrapped campaign from 2019. I love the simplicity and the fact that it made me wish I’d thought of it. An instant classic that’s still going today with everyone sharing their most listened to music at the end of every year.  

Just let this sink it. Another beautifully simple concept, executed perfectly. Damn I wish I’d thought of that. Unsurprisingly this cleaned up at D&AD when it entered back in 2000.

News as it happens – ABC radio

Playstation “Double Life”

This one stands the test of time. It’s still so relevant today. Incredibly forward in its inclusivity and contains a range of different different individuals showing the universal passion and impact gaming has on the world as a whole. It is a piece of work that’s got a deep understanding of its audience. Everything is spot on. The script, the general casting, the dialogue, camerawork and the use of color and image. Epic in scope, but beautifully capturing every gamer’s desire to transcend the boundaries of mundane life, to this day, the piece remains nothing short of iconic… 

These are just a few of the many ads that have stuck with me over the years, and even started this whole love affair. My journey started with Jaffa Cakes. It’s incredibly powerful to think that I might create something that will inspire action and change and maybe inspire someone new into this wild wacky world of ours. 

@nabeel13arif