A crew of Playback, Strategy, and Kidscreen editorial and production staff have chosen ‘Be Yourself,’ a 30-second commercial for Molson Canadian directed by Spy Films’ Pete Henderson, as this year’s Top Spot.

It was a long afternoon this time around, viewing the 130 spots submitted for competition. The 12 judges agreed on few points, but consensus had it that the top 10 were well worth the wait, particularly the three top prizes, ‘Be Yourself,’ ‘Desk,’ directed by Jolly Roger’s Steve Chase, and ‘Mountain Biking’ by director/cinematographer Michael Buckley at Derek Van Lint and Associates.

‘Be Yourself,’ part of the much-heralded ‘I Am’ pool through MacLaren McCann for Molson’s Canadian brand, grabbed votes for movement and style with a sound track that works with the pictures and manages a tangible crescendo in 30 seconds.

‘Desk,’ for Molson Special Dry via Vickers and Benson, was pegged infinitely watchable with a cinematic touch that kept eyes glued to the airborne piece of office furniture.

Finally, ‘Mountain Biking’ for Labatt Budweiser through Bozell Palmer Bonner was all grit, sweat and action, with big jumps and a lot of flying dirt. It made everybody want a beer, which after all, is what a spot is supposed to do.

The craft awards, no slouches themselves to say the least, are profiled beginning on page 27.