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Alistair King, chief of the King James Group, chooses his three favourite newspaper ads for The Loerie Awards

OMO (Clean never discovers)

These OMO ads by The Hardy Boys are very elegant, giving a wonderful sense of what it means to play without fearing getting dirty. There's more to OMO than dirt removal - what a message.

Philips (It looks bigger)

The best print ads grab your attention, and then swiftly land the idea. This shaver ad really is a simple product demonstration in what is ultimately a tricky and delicate subject.

Kalahari (Letter to Santa)

There's a tendency by agencies to try and create really beautiful print ads for award shows, often to the detriment of the creative idea. J Walter Thompson Cape Town's ad doesn't try to be anything other than a simple, punchy demonstration of what Kalahari is all about. It gets my vote just because it dares to be hard-working.

For more Loeries predictions see www.ididthatad.co.za