Who’s it for: NZTA by Clemenger BBDO and The Sweet Shop.

Why we like it: When it comes to social messaging, making at-risk groups feel bad about their behaviour often has a habit of leading to more of that bad behaviour. But this excellent ad aims to heap praise on those who try to stop drink driving from happening. Brilliantly shot, a good soundtrack and great talent. Plus, ‘you know I can’t eat your ghost chips’ has to be one of the lines of the year.