A winner: Budweiser's 'Coming Home'

There is not much else to say about this other than: "Dear Budweiser folks, I wish you would put as much dedication and love into your beer-like substance as your advertising people put into the creative concepts."

This is real. This is happening. All across the country. "Proudly serving those who serve" also is a great way to take a step back, be humble, and put someone else into the spotlight. This is how you build a brand beyond the product. Fantastic!

Real people. Real scenarios. Not too fancy. No models. No super star athletes. These are the people next door. The hero - we all see him every time we board a plane. The brother. The sister (?). The mom. The dad. There is even a tear on the girl's face at 0:51. A wonderful story. Captivating. Moving. Brilliant.

MAD SCORE: +5

Just extremely well executed on all levels. If only the beer were as good.