Schweppes "Burst" >Garth Davis evocatively captures the effervescence of Schweppes in this latest example of the soft drink's recent bar-raising creative work. The idea is deceptively simple: slow-motion water balloons bursting in a variety of locales. But the spot plays on our inherent fascination with what the eye can't see, becoming more a meditation on movement and moments. Davis offsets the seriousness of some stunning photography and the heightened tension of slo-mo with the inherent playfulness of a water balloon fight to full effect, underpinned by a contemplative piano score.

Agency: George Patterson Y&R, Melbourne
Regional ECD: Paul Catmur
Creative Director: Ben Coulson
Copywriter: Jim Ingram
Art Director: Ben Couzens
Agency Producer: Romanca Jasinski
Production Company: Exit Films, Melbourne
Director: Garth Davis
Producer: Karen Sproul
DP: Greig Fraser
Editor: Jack Hutchings @ The Butchery
Post-Production: Digital Post
VFX Post-Production: Fin Design

AT&T "Martin Scorsese" > A deliciously self-referential turn from Martin Scorsese for AT&T sees the director interrupt an innocuous bedtime scene of a mother telling her daughter to wish her father goodnight. The creative is a play on filmmaking and ad stereotypes: the archetypal ad structure (cute kid, doting Mum, loving but absent father) deconstructed and rebuilt by the fussing director as an ambiguous, complex family drama. Jim Jenkins' great comedy direction and the suspenseful music slyly lampoon classic movie atmospherics while the filmic execution nods to the master himself.

Agency: BBDO, Atlanta; New York
CCOs: David Lubars, Bill Bruce
Executive Creative Director: Susan Credle
CDs: David Skinner, Darren Wright
Copywriters: Matt Zaifert, David Skinner, Darren Wright
Art Director: Rodney White
Production Company: O Positive Films, New York
Director: Jim Jenkins
DP: Bob Gantz
Editor: Avi Oron @ Bikini Editing
FX/SFX Company: Spontaneous, New York
Music: Big Foote

Mastercard "Studious Pupil" > Ah, good copywriting, how we've missed you. In this era of global campaigns and visual storytelling that's dry on dialogue, McCann Erickson, New York's latest for MasterCard is a rich, poetic treat. Smart wordplay narrates the adventures of a man and his curious, independently-moving right eye with Therapy's Christian Bevilacqua hitting just the right notes. He treads carefully with the outright weird, kinda creepy concept of a wandering eye through technical flourishes that make the sweet story altogther more edgy.

Agency: McCann Erickson, New York
SVP, GCD: Robert Frost
SVP, GCD: Michele Raso
Agency Producer: Minnie Tran
Production Company: Therapy Films, London
Director: Christian Bevilacqua
Producer: Barry Hughes
DP: Marcus Domleo
Editor: Al Sinclair @ Swordfish
Post-Production: Golden Square, London
Sound Arrangement: Adelphoi Music
Composers: Andrew Sheriff

GQ "Ideal Man" > High-end fashion magazines are all too prone to pomposity, so it's heartening to see DDB, Paris' campaign for GQ take an ironic poke at its pretentions. A chiseled hunk runs along a road, picking up admiring women with each step and ticking off various boxes of partner perfection: strong, funny, animal lover, etc. The slow-motion, Monty Python-esque silly run, '80s Billy Idol synth score, screaming girls and general overwrought absurdity is all brought together by Minivegas, adding just the right faux-seriousness and high production values to this pastiche of preening manliness.

Agency: DDB, Paris
Creative Directors: Alexandre Hervé, Sylvain Thirache
Copywriter: Fabien Teichner
Art Director: Faustin Claverie
Agency Producers: Sophie Megrous, Julie Mathiot
Production Company: La Pac, Paris
Director: Minivegas
Music: "Eyes Without a Face", Billy Idol
Sound Production: THE

Specsavers "Collie Wobble" >British opticians Specsavers' advertising has played in the past on Office-style spots full of gauche juniors and socially inept bosses. Chris Palmer's straight-to-client "Collie Wobble" is, thankfully, an entirely different affair. A myopic but sprightly shepherd, aided by his trusty dog, rounds up his flock for shearing, unwittingly grabbing and shaving the poor collie, which then slinks off dejectedly. Breathtaking black-and-white cinematography, the Gaelic score and some verité casting bring real gravitas to a simple gag, making the whole thing all the more amusing.

Agency: In-house (Specsavers)
Creative Director: Graham Daldry
Art Director: Steve Loftus
Client Producer: Sam Lock
Production Company: Gorgeous Enterprises, London
Director: Chris Palmer
Producer: Rupert Smythe
DP: Dan Landin
Editor: Paul Watts @ The Quarry, London
Post-Production: Glassworks, London