"The Best"

27 August 2024

60s

Sibling Rivalry

When, at a young age, a pair of twins hear something that persuades them that only one of them can succeed, they both set about ensuring that they will be 'the one'. The duo are, as we all are, living in the Amazon era, so every step of their competitive journey is punctuated by a purchase from the retail giant.

Director Michael Spiccia perfectly captures the intense way that they to drive each other along. Without necessarily realising it, the pair are each other's inspiration, and their determination to succeed wouldn't exist without their sibling rivalry.

It adds up to a superb distillation of the idea that the advertised retailer is our competitive edge as we endeavour to succeed in our own realm, and, thanks to an excellent script from Wieden + Kennedy's Georgina Brisby and Marcelo Duarte, and director Spiccia, it's expressed through a fresh take on a familiar idea.

UK

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