Client:

Samaritans

The Judge's verdict

"I always bang on to anyone who'll listen that advertising is not an art, or a science. It's a craft. And there can be few better examples of craftsmanship than in this ad for The Samaritans.

It's actually quite easy to shock. Or seduce. But making a reasoned and balanced argument that can change behaviour requires restraint, and a great deal of skill.

Good ads are like good jokes. It's all about engagement, and timing: a clear hierarchy of information. And this ad is a flawless exercise in creating a compelling hook that draws in the reader, before delivering a twist.

It's a seamless flow of logic, too. And with an understated and confident style of art direction that doesn't obfuscate the idea.

Less is so much more."