Komatsu: Xtreme precision

I love this. What a demo!

I like it that a lot of this years' winners are back-to-basics, straight-out-of-the-product-benefit executions. Last year was pretty much all scam.

Although, it must be said, there is a LOT of PR this year. And, ironically, there are some great PR agencies that have been doing this kind of stuff for decades. But now that "ad agencies" are doing it, it's all of a sudden "new!" and "awesome!".

That said, this one, and a couple of the others, are absolutely genius.

Cheers.