Zindagi Trust – 2 2 Za 4 Agency: In-house

Zindagi Trust ads really get to me! They are eye-opening, hopeful and witty; turning typical thinking on its head, just like the organisation has done for years. Year after year, they challenged what I thought was normal, taught me something new, and completely changed the way I see things. That little girl correcting Shehzad Roy in the latest ad? It felt like I was being corrected like the whole nation was! Seriously, bravo to the team – no fancy stuff, just pure, powerful substance.

Easy Paisa – Easy Wala Bank
Agency: BBDO Pakistan

No complicated jargon, just pure, relatable internet gold. Seriously, using cat memes to talk about banking? That’s keeping it simple, stupid – the basic rule of advertising – brilliantly executed! It makes the whole ‘easy’ concept feel genuine. I am definitely impressed by how they nailed this. Simple, effective and totally shareable. Bravo!

Tapal – Rishtoon Mein Kaisa Hisaab
Agency: IAL Saatchi & Saatchi

I can’t get over how sensitively this ad discusses the dynamics of relationships. It beautifully portrays the burden parents feel living with their children and how they always want to compensate. The dialogue, the background score, the actors’ maturity in handling difficult feelings, and the clarity in the direction – everything shines.

Manto – Talwar Ka Kirdaar
Agency: Yasra Rizvi and Manto’s Marketing team

Manto’s recent ad delivers a mature, intelligent and timely message about the India-Pakistan conflict with impact and subtlety. Yasra Rizvi’s writing and delivery stand out, and the use of Hindi subtitles strategically broadens reach. The ad’s power lies in its straightforward approach – no gimmicks, loud tones, or patriotic overload. It functions as a powerful piece of social commentary, fostering a belief in peace and inviting consumers to reflect and connect with a meaningful vision of reconciliation.

SIUT – Dedh Rupiya
Agency: AzadFilm

Dedh Rupiya will always be my most cherished ad, especially because of the powerful synergy between Wahaj Ali and the legendary Talat sahab. The journey, from the initial concept to its final execution, including the casting and the dedicated team behind it, was remarkable. What truly makes it special for me is that it genuinely made making a donation a possibility for everyone, regardless of the amount.

Swiggy’s – Table For Two
Agency: Talented Agency

Swiggy’s Valentine’s Day 2024 ad film cleverly uses the ‘screen life’ format to hilariously depict empty nesters rediscovering their spark in a relatable way, proving that a smart idea, not a big budget, delivers the best laughs and heartstrings tugs.

Xbox – Wakeup Call
Agency: Droga 5

It’s a rat race, really – and does it ever end? This terrific ad cleverly plays on that feeling. While the idea of finding solace in toys after a rough day echoes Lego’s past campaigns, this execution is strikingly different. Lego told us how building bricks could elevate a bad day. This ad, however, shows us the transformation, the literal shedding of the ‘rat race’ to become human again, without a single word of explanation.

SickKids Foundation – 150, The Count
Agency: FCB Canada

Public sector healthcare campaigns demand clear, creative communication, often a challenge. SickKids’ 150th anniversary ad beautifully blends artistic expression with its vital purpose of securing more birthdays for children, a powerful and inspiring example.

Saima Saleem is the Creative Director and Associate Producer at AzadFilm and leads the Communication Department at SIUT Karachi.