Gunn Report 2012: The bear rules

The Bear, the hilarious commercial for French TV channel Canal + by agency BETC, was the most awarded TV commercial of the past year according to The Gunn Report which compiles lists of the most-awarded ads worldwide during the previous 12 months

The Bear, the hilarious commercial for French TV channel Canal + by agency BETC, was the most awarded TV commercial of the past year according to The Gunn Report which compiles lists of the most-awarded ads worldwide during the previous 12 months.

This year’s report reveals that the top five commercials of 2012 were:


1.Canal+ The Bear (BETC, Paris) which is the most awarded commercial in the 14 year history of The Gunn Report.

2. BGH Silent Air, Dads In Briefs campaign (Del Campo Nazca Saatchi & Saatchi, Buenos Aires)

3. Doritos Dips, Dip Desperado (AMV BBDO, London)

4. Chipotle, Back To The Start (Creative Artists Agency, Los Angeles)

5. John Lewis, The Long Wait (Adam&EveDDB, London)


The most awarded print ads and campaigns were:

1. Samsonite Suitcases, Heaven And Hell (JWT Shanghai) which, bizarrely, tops the table for the second year in a row.

2. Pictionary, Quick Draw Wins campaign (Ogilvy Malaysia, Kuala Lumpur)

3= Coca-Cola, #Cokehands (Ogilvy & Mather, Shanghai)

3= Ministry of Defence Colombia, Rivers of Light (Lowe-SSP3, Bogota)

5= The Sunday Times Rich List, Rich List 2012 (CHI & Partners, London)

5= Volkswagen Park Assist, Nightmare Spots campaign (DDB, Sydney)


The most awarded digital campaigns were:

1, Intel, The Museum of Me (Projector, Tokyo)

2= Google Chrome, OkGo  All Is Not Lost (Hakuhodo, Tokyo)

2= Philips, Obsessed With Sound (Tribal DDB, Amsterdam)

2= US State Department, Slavery Footprint (Muh-Tay-Zik/Hof-fer (San Francisco)

5= American Express, Small Business Gets An Official Day (CP+B, Boulder/Digitas, NY)

5= Chipotle, Back To The Start (Creative Artists Agency, Los Angeles)


5= CNN, The CNN Ecosphere (Heimat, Berlin)

5= Skittles, Touch The Rainbow (BBDO, Toronto)


The Gunn Report also has a category for integrated or innovative work which it calls “All Gunns Blazing”. The most awarded work here was:

1 Amex’s “Small Business Gets An Official Day” (see above).

2. National Australia Bank, Break Up (Clemenger BBDO Proximity, Melbourne)

3= Engagement Citoyen, The Return of Dictator Ben Ali (Memac Ogilvy Label, Tunis)

3= Mercedes-Benz F-Cell, The Invisible Drive (Jung von Matt, Hamburg)

5. Troy Public Library, Book Burning Party (Leo Burnett, Detroit)


Most awarded countries in the world:

1. USA
2. UK
3. Australia
4. Japan
5= Argentina
5= Brazil


Most awarded advertisers:

1. VW
2. Google
3. Nike
4. Coca-Cola
5. Mercedes-Benz


Most awarded production companies:

1. MJZ
2. Soixan7e Quin5e (Paris)
3. Rattling Stick (London, Los Angeles)
4= Nexus (London)
4= Primo (Buenos Aires)
4= Propaganda (Tunis)


Most awarded agency:

1. Wieden + Kennedy (Portland, New York)
2. Del Campo Nazca Saatchi & Saatchi (highest ever ranking)
3. BBH (London) (highest ever ranking)
4. AlmapBBDO (Sao Paulo)
5= Adam&EveDDB (London)
5= Dentsu (Tokyo / Fukuoka)


Most awarded agency in digital:

1. Hakuhodo (Tokyo)
2= AlmapBBDO (Sao Paulo)
2= R/GA (New York)
4= DDB / Tribal DDB (Amstelveen)
4= Party Inc (Tokyo)


Most awarded agency network:

2. DDB
3. Ogilvy
4. Leo Burnett
5. Y&R (highest ever ranking)


The Gunn Report uses a weighted points system to analyse the winners of the major advertising awards schemes around the world. More details here



CR in Print
The February issue of CR magazine features a major interview with graphic designer Ken Garland. Plus, we delve into the Heineken advertising archive, profile digital art and generative design studio Field, talk to APFEL and Linder about their collaboration on a major exhibition in Paris for the punk artist, and debate the merits of stock images versus commissioned photography. Plus, a major new book on women in graphic design, the University of California logo row and what it means for design, Paul Belford on a classic Chivas Regal ad and Jeremy Leslie on the latest trends in app design for magazines and more. Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London - Competitive


London - £35,000 - £40,000


Birmingham - Salary £30-£35k


Leeds, West Yorkshire - £20,000 - 30,000