Danny Edwards
Co-Editor
danny.edwards@extremereach.com@aDannyEdwards
Danny Edwards is the co-editor of shots Magazine and, alongside Jamie Madge, is responsible for the editorial output of shots and its events.
How Knightley & Wilkinson made Waitrose's Christmas
This year's Christmas ad avalanche brought a flurry of great spots, but it's Waitrose's rom-com that won hearts and minds. Here, creative team Jen Ashton and Oli Short, along with director Molly Manners, discuss perfect casting, balancing pace and performance, and getting Richard Curtis's blessing.
Christmas hits the END. game
It's the first Christmas f-bomb (albeit bleeped) as retailer END. bring us the tale of Santa Claus coming to town... but a bit too early.
Deutsche Telekom's moving message
Deutsche Telekom offers up a Christmas campaign that the emotional weight we can sometimes carry with us could be dissipated with just one message.
Waitrose says it with food, actually
Waitrose has created a short film for this year's Christmas campaign, one that features Joe Wilkinson and Keira Knightley, and which leans into Britain's love of rom-coms.
On My Radar: Rachael Connelly
Rachael Connelly, editor at Nomad Editorial, applauds ads that hook you in seconds, is looking for a new TV series to equal one that was "perfect", and is dismayed to have "the gait of a baby giraffe".
Dacia gives a helping hand
A new campaign for the Romanian car brand highlights the power of receiving a helping hand, whether it's on foot, on water or in a Dacia Duster.
Candy Crush is playing games
A new campaign from the insanely popular mobile game sees US artist Thundercat's cover track help take the game into the real world.
On My Radar: Charlie Sells
Jelly's Joint-MD, Charlie Sells, reveals what's on her creative radar as she tells us about embracing the sound of silence, craving "super-trashy" TV, and collecting people (but not in a creepy way!).
John Lewis Christmas spot shows us Where Loves Lives
This year's John Lewis Christmas spot embraces 90s nostalgia and shows how, when you can't find the words, the right gift can speak volumes.
How Uncommon made football a funny old game
Flaming footballs, falling pianos, marching bands and monster trucks all feature in FC 26's epically entertaining spot. But what did it take to corral all these things (and a squad of star players) to create a footballing fever dream?
On My Radar: Erik Kockum
Erik Kockum, director of Snask and repped by Papaya Films, is unimpressed by advertising's recent creative efforts, but has a lot of time for Kneecap, and Erik Kessels, as he reveals what's on his creative radar.
BBH’s picture perfect approach to out of home
With iconic brands such as Tesco, Häagen-Dazs and Burger King, BBH London has been able to create suitably iconic out of home work that has picked up plaudits and admiring glances in equal measure. ECD Felipe Serradourada Guimaraes and CPO Stephen Ledger Lomas tell Danny Edwards about their approach to the medium, its recent renaissance, and why trust trumps bravery.
Danny Edwards is the co-editor of shots Magazine and, alongside Jamie Madge, is responsible for the editorial output of shots and its events. He has served on a variety of advertising award show juries including the AICP Awards, the Young Director Awards, the Epica Awards and the Music Video Awards, and has chaired events in Cannes as well as other leading festivals.
He has also written for media publications including Screen International, The Cannes Lions Daily and The Guardian. Danny hates musicals, loves comic books and is ambivalent towards Marmite.
On My Radar; Features; Profiles; New work
