The Advertising Producers' Association has released this year's list of the Top 50 British ads of the last 12 months. The themes this year show a trend moving away from humor and moving more towards fantasy.
The APA chairman, Steve Davies, said the results marked a shift away from humorous ads, such as Virgin's "Idle Thumbs" campaign, which featured among last year's winners.
"This year's results certainly indicate that there is some movement away from humour, which was in danger of nearing saturation point," he said,
"It would seem that the latest trend is more about taking consumers into a fantasy world. It's a healthy demonstration of how advertising continually evolves."
Ads were judged by leading advertising creatives, directors and members of production and post-production companies.
Read on to see the list...