This week’s 6 of the Best are reviewed by Tom Kraemer, senior vice president, senior creative director at BBDO, New York.

Winner: Corona Paint. This clever print ad has a nice, little reward for readers who solve the visual, wait-what-am-I-looking-at? / Where’s Waldo puzzle. Upon a bit of inspection, you discover that all of the apartments have an air conditioner except one: that is, the unit whose residents are smart enough to use Corona Thermal Insulation Paint, which we learn, “reduces the temperature by up to 4 degrees.” You gotta applaud any agency for convincing their client to dedicate 1/60th of the page to a product demo.

Runner-up: Toyota. It’s hard to argue a visual solution as clean and simple as this. So I’ll spare you a wordy description.

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