Heathrow’s elderly bear couple return for a third outing, and this time take top spot on our list. Sure, there’s a lack of top-class competition, but you can’t fault the bears’ consistency – in a year where several big brands disappointed, they hit the emotional target again with a second 4-Star ad.
Consistency is part of why brands use Fluent Devices (recurring elements which drive the creative) – and the bears are fast becoming a classic example. Heathrow hold the characters and the emotional message about homecoming steady, and can concentrate on the lovely little details that make this advert such a joy – like the bear rubbing sun lotion into its fur. Fluent Devices have been the big beneficiaries of this year’s Christmas creativity crunch – and it’s only just that one of them comes in to land at No.1.