Client: Visit Mozambique

Agency: DDB Mozambique.

Headline: Make your next destination less predictable.

The message you shouldn’t miss: It’s OK to poke fun at the competition sometimes. Especially when you do it in a way that’s funny. The other great thing about this ad is the repetitiveness followed up by a hard left turn. You’ve got four Big Ben photos and three wildebeest photos and then suddenly, a lion. Great concept.