The Redmond Review

The awkward use of a misunderstood Britishism made Craig Redmond go a little nuts this week.

While the prospect of a dancing creative pitch brings back traumatic memories for Craig Redmond, these three ads prove the power of great choreography.

This new spot from European cinema brand Vue has Craig Redmond thinking about going back to the theatre—and taking his dad with him.

What is lacking in the industry today is time, says Craig Redmond. Time to craft, time to nurture, time to tell a story.

The new Pete Davidson campaign for H&M reminded Craig Redmond of some invaluable advice from a short client pitch he shared with Gerry Graf.

Back Market’s tricky invasion of Apple stores reminds Craig Redmond of tricks employed in the battle between The Globe and Mail and National Post.

With this new ad, the brand extends its longstanding commitment to LGBTQ+ equality into traditional and more conservative cultures, says Craig Redmond.

New Zealand pioneered a certain type of accident prevention advertising, says Craig Redmond. But it has changed course with a powerful new spot that goes for an intellectual rather than visceral reaction.

The German DIY retailer always manages to capture the obsession and absurdity of being a cultivational cultist, says Craig Redmond.

For the many adults who find estate planning uncomfortable, including Craig Redmond, this spot uses goofy, Jackass-ian humour to disarm the viewer and drive home the message

Craig Redmond believes the pandemic has given us a new understanding of work-life balance that won’t be forgotten as we return to the office—and he prepares for a great return of his own.

At more than eight minutes, this film about G-Class driving Vampires isn’t for the short attention-spanned, says Craig Redmond. But it delivers “exquisite, eye candy-coated dramatic tension right to the very last frame.”

The events unfolding in Ukraine last week reminded Craig Redmond of a Leica ad honouring the work of photojournalists.

For Craig Redmond, the automaker’s “Brothers” ad is a winner for sharing a heartwarming story about the McKeevers “overcoming the unimaginable.”

Human creativity and machine learning produced these funny ads about Covid-denying archetypes, says Craig Redmond.

A campaign for TCM has Craig Redmond wondering if our appetite for content means we’re settling for fast food entertainment.

This epic story of an aspiring filmmaker who brings hope to his little village brought back powerful memories for Craig Redmond.

The marketing mavericks at New Balance appear to be reaching out to running skeptics, says Craig Redmond. It’s a strategy that might help it close the gap on perennial brand favourites.

This spot from the British Heart Foundation has particular resonance for Craig Redmond, who knows from personal experience about the importance of heart health

The idea behind this Guinness campaign was clever, says Craig Redmond, but not clever enough to use it twice in the same year.