Caps'
Picks 08

In their brilliant new campaign, characteristic Fiat CEO Olivier Francois announces that from now on Fiat will no longer produce gray cars. Under the credo: "Italy, land of color," the brand is telling a story that will captivate even viewers who are not interested in buying a new car. By claiming the theme of color, in the recognizable Italian arena, Fiat is conquering ground in the minds of viewers. Moreover, the brand proves that even a longer commercial (1.5 minutes in this case) works well when telling a strong story.

We guarantee you'll spend two and a half minutes amused watching this video about Google's Pixel Buds earbuds. It's proof that with brilliant (art) direction, even the design story of a tech product can make for a great, happy and inspiring story. Director Tucker Bliss lets us see through the eyes of the designers, and does so in such a charming way that you not only believe what they're saying, but absolutely feel like participating yourself.

The State of Washington Tourism made clever use of branded documentary last summer with this wonderful five-part series. Several touching stories of people, set in different places within Washington - it's actually quite simple. But effective, because as a viewer you immediately imagine yourself in and around the islands of the American state.