(Kansas City, MO) Total score: 145 Agency : The Collaboration

MOLOFSKY (score -- 30) : As a writer, I love a good play on words, and this one is both clever and timely. With a simple layout, excellent photography and an established logo, this ad for Tivol radiates class with a touch of good humor. The less-is-more conceit works perfectly for a brand that wants to exude both sophistication and exclusivity. WEINHEIM (score -- 50) : This ad, for me, had it all. The earrings were shot beautifully, and the ad is elegantly art directed. The headline combined with the simplicity of the ad gets noticed, making readers smile and spend time with the ad. Finally, Tivol managed to give one an idea for a New Years present of jewelry. Unlike Christmas this is not a typical time of year to give an important present, but why not? You have reminded them to consider it. Clever. KENSINGER (score -- 45) : A simple solution that works on many levels makes it such a smart ad. The clean and sophisticated layout and execution clearly shows off the product in a very elegant way. The surprise is the clever, playful and simple headline. The layout is clean and attention getting, the Tivol company mark is noticeable and direct without dominating the product or message. Their tag line “Since 1910” below is a subtle but powerful way to demonstrate a long running, established and successful business that you can trust. DERICCO (score – 20) : Tivol’s ad was striking in its visual presentation, clever play on words and elegant simplicity. It proves, once again, that less is more. Its message is clear and speaks to both genders which is very effective as both groups are potential customers. It was also great to see something holiday-themed without the typical trappings of seasonal advertising.