Jarrad Pitts is an award-winning creative director and writer based in Dubai. Known for his exceptional work, he's a regular juror for industry awards.
He values client bravery, simple messaging and passion in the delivery of ads. We asked him to look for the same and nominate his list of the best ads of the past 40 years, to mark Lürzer’s Archive’s 40 year anniversary.
VICE: The Unfiltered History Tour
VICE World News was looking to attract younger readers. What better way than to call attention to the elephant in the room, the same elephant previous generations ignored, the exact elephant that has been stolen, appropriated and silenced. VICE World News, following in the wake of “woke culture” decided to talk about this elephant.
The Child Replacement Programme:
Such a beautiful and powerful insight. “Empty nest syndrome” has literally caused identity issues for parents. This heartfelt campaign just tugs all the right heartstrings.
Everyman Meal
Radio has always been the true test of a writer. How best can one utilise the theatre of the mind. Empathetically, courageously and with a smirk, these pieces explore the plurality of masculinity.
Nazis Against Nazis
Tactical. Satisfying. Well-executed. Just fantastic.
The Swedish Number
Such an incredibly demonstration of a USP. The number of times this work has been brought up as a reference. There’s simply nothing like it.
The Unusual Football Field
An insight surfaced for an entire socio-economic class. This work excavated an already apparent behaviour, watered it and let it bloom. This campaign could’ve and should’ve been rolled out globally – tough terrains make for better players.
Welcome Home
What a work of art. Spike Jonze managed to capture a different world and weave feel-good feelings throughout it. Love it.
Guinness: Surfer
Jonathan Glazer’s work has always been heralded as classics. The surfer is and will always be a work of art with a message – the epitome of advertising.
The Censor’s Cut
Challenges make fantastic opportunities. What a stunning campaign that just hammered in FOMO.
The Trillion Dollar Billboard
This was one of the first major breathtaking pieces that I saw. What a use of OOH. Such an incredible statement.
