I've got a bone to pick with whoever will listen. What's the deal with all the shitty commercials that are aired in cinemas? I mean, really? Over the past few weeks I've been able to hit the movies (a rarity these days). Seems I'm working through the B's - Borat, Bond, Blood Diamond... Different types of flicks with generally different audience bases. But do you think I saw even one interesting - or more to the point, decent looking - spot in the full 20 minutes of pre-roll? Nope.

I'm in Toronto so it's possible the situation differs in other countries, like the UK, which is known for fantastic cinema ads. But a few chats with some friends south of the 49th indicate that the state of affairs is much the same in the US.

So what gives? A captive audience of people who paid to be in the theatre and all that's dished up is TV's warmed-over leftovers, up-resed to the point of embarrassment, mixed in with a smattering of low-rent spots for local advertisers. I'm no media maven, but it sure seems like a plum opportunity to put some beautiful, compelling and entertaining marketing in front of people with no intention of moving for at least two hours.

That point is made all the more clear when you consider the wealth of beautiful, compelling and entertaining spots created this past year. Consider the spots below, as chosen by the Boards team as their faves of '06. Any one of them would look great in HD on a 50-foot screen, and audiences would no doubt be receptive. But that's just me ranting, now. Check the pages inside for more Year in Review reflections.

Jonathan Block-Verk, Publisher: Aqualtis "Underwater World" > I could watch Folgers "Happy Mornings" and the Geico "Caveman" series a hundred times. And while I loved Lobo's film for The Buenos Aires Zoo ("Together"), Leo Burnett Italy's Aqualtis "Underwater World" stands out for me as the most beautifully creative and interesting production of 2006.

Mark Pytlik, Associate Editor: MTV "Crow" > The first time we saw this spot was in a room in the Psyop building equipped with HDTV and 5.1 Surround Sound. It blew our minds. Even though we've long since been banished back to our 3" QuickTime windows, we've collectively replayed this another 5,482 times and it still looks like it was beamed down from another planet. Are Psyop human? I think not.

Barry Walsh, Staff Writer: La Nacion "Everything Excites Me" > Having been in Cannes during the World Cup, I witnessed first-hand the magnitude of emotions felt by hardcore fans. Thus, I could understand a little more the heightened sensitivity of the footie fan in the spot, who weeps with joy at the sight of practically everything. Plus, no other spot this year featured a fern, a kayak or a 40-year-old boy scout to such hilarious effect.

Kevin Ritchie, Staff Writer: Masterly Ham "Kid" > This spot isn't afraid to subvert traditional ad family values or audience expectations by having a cuddly muppet ridicule a neglected child, seemingly for fun. The concept is simple, the humor is purely dialogue-driven, and the result is darkly funny. Best of all, the client is a ham company.

Meghan Mackintosh, Senior Account Manager: Panasonic "Guatemala" > What's not to love? This spot definitely takes me to this little town. Gorgeous scenery, vibrant colors, and beautiful music.

Jeff Dammeier, Account Manager: Coronation "Vincent" > This is an interesting and well made spot that I can watch again and again and get something out of it each time.

Sarah Pugsley, Publisher's Assistant: Comcast "Mail Time Song" > Children acting like adults make me laugh and smile, and that (and the boy-man-boss) is why Comcast - The Mail Time Song is my favorite this year.

As for my favorite spots of the year, I'm going to go with Dove "Evolution", Ecko "Still Free" and Gears of War "Mad World" on the one hand and Berlitz "Coast Guard", Skittles "Beard" and Burger King "Eat Like Snake" on the other. I'm in need of a good laugh today.

Happy Holidays and Happy New Year!
Rae Ann Fera
Editor