|Written: by Tim Nunn
After three decades, Sir John Hegarty and Dan Wieden are still trying to one-up each other. That was immediately clear at Cannes this summer when they took the stage together to celebrate the 30th anniversaries of Bartle Bogle Hegarty and Wieden + Kennedy, founded within weeks of each other in 1982.
Wieden took the first shot, showing an amusing video in which he earns various degrees and ordainments through the Internet that give him the title Lord Rev. Dr. Dan Wieden—to equal, or perhaps even eclipse, the (actually) knighted Hegarty. Later, Sir John freely admitted to hating much of Wieden's work—because it's so good. Playful ribbing between legendary creatives whose place in advertising history is secure? Sure. But it also revealed two men still passionately striving for more, feeding off their rivalry—and a good old-fashioned jealousy of each other's work—as their agencies vie to produce the great advertising of the new century. In 2012, BBH and W+K did just that—creating between them five of the year's 10 best commercials, including the top two, as chosen here by Adweek.
Their work is joined by an assortment of other brilliant spots covering a wide range of products, styles, ideas and executions. There are death-defying stunts and political manifestos; fairy tales and magic tricks; heroic women and utterly foolish men. There's the daring and the goofy; the inspirational and the indelible; the outsized and the obscure. All the spots reaffirm the joy in commercials that are meant to be savored, not sidestepped.
For Hegarty, it was a particularly special year—his last as BBH's global creative chief. (He sold his remaining stake in the agency to Publicis Groupe the month after Cannes.) And what a swan song it was, as "Three Little Pigs," BBH's masterpiece of craft and storytelling for The Guardian, edges out W+K's "Jogger" for Nike as our pick for the year's best ad.
Yes, Hegarty won this round. But you can bet the Lord Rev. Dr. Wieden is out there somewhere, plotting his revenge.