Creativity Awards 2023, Director of the Year: David Shane, O Positive

David Shane of O Positive continues to be one of advertising’s top comedic directors. But what earned him this year’s Director of the Year honors were the subtleties of his craft, according to the jury. “He understands the story arc and how to suck the viewer into it,” said one juror during this year’s deliberations. “You have to be a craftsman to be able to pull that off.” See all of Ad Age's 2023 Creativity Award winners here One example is an absurdist spot for Procter & Gamble’s eco-friendly deodorant Native. After being pulled over for a speeding violation, a woman becomes enraptured by the police officer’s fragrance, and vice versa, as they nuzzle their noses against each other’s clothes and skin. The kicker: “Olivia?” an off-camera voice asks before the camera pans to the woman’s husband sitting in the passenger seat. In another spot, for Heineken’s Island’s Edge beer, the patrons of a pub describe past woes—and why, like the beverage, they aren’t bitter. One woman’s mother wore white to her wedding, but she admits it was a good dress, and a man shares that his ex is getting married that evening, although her husband-to-be is a good guy. After a stream of confessions, another man stands to announce that all the other bar-goers have been calling him “Jerry,” but it’s actually “Gary.” After a beat, someone shouts, “Speak up there, Jerry!” Shane’s work for Apple, which showed off the iPhone 13 Pro’s ability to shift camera focus while shooting video—via a not-so-dramatic detective stakeout—was nominated for an Emmy Award and won gold at Cannes Lions. See all the 2023 Ad Age Creativity Awards winners.

David Shane sets the bar in crafting comic storytelling

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