The Lürzer's Archive Students Contest winners have been announced! The jury crowned the Pattex ad by Dong Hun Lee and Jurgen Egger Ochsenius as this year's winner.
Ben Gough of Leo Burnett, London, who was a juror, said: "I thought they found a good truth in the fact that, when model making, instant glue is the last thing you need. But dramatising the product benefit, by showing the negative, makes for a funny execution. Plus, as a Brit, I like a bit of self-depricating humour."
And our Editor-in-Chief, Michael Weinzettl, said: "I must admit now that the Pattex ad had also been my favourite contender from the beginning. Not only does the ad tick all the right boxes, it also resonates with me personally, which is why I find it so very funny."
To read more of the judges' comments on this year's winning ad visit our Editor's Blog.