P&G's anti-racism 'My Black is Beautiful' initiative has been running for over a decade, and it's still going strong as BBDO New York and Malik Vitthal deliver its most powerful ad yet.

This two minute film travels through time to explore 'the talk' which black parents in America still feel they have to have with their children. From early conversations in the fifties and sixties to the present day, we see parents explain that their kids will have to be smarter, work harder, and be more careful than their peers, because anything they do will have their race as a caveat.

Poignantly, the film opens and closes with a mother explaining to her daughter that being called 'pretty... for a black girl' isn't a compliment. Modern day examples are especially harrowing, from worries about a teenage son getting stopped by the police to coaching a kid on how to come out of a traffic stop alive - situations that are presented not as 'if', but 'when'.

At a time when brands frequently prove to be tone-deaf when it comes to social issues, it's refreshing to see a hard-hitting, sincere film like this from P&G. There is no feel-good ending, no cans of Pepsi saving the day, just the thought-provoking start of a conversation about racism which America desperately needs to have.

This quirky ad for US popcorn brand Pop Secret asks an important question: which is better, popcorn or flowers? Hipster characters come to the conclusion that flowers are at an obvious disadvantage - of course - given that they attract 'terrifying' beekeepers. Self-conscious comic timing gives the polished ad a knowing, ironic vibe which works well with the pseudo-vintage aesthetic.

Some viewers will find this approach a bit much but we think Matthew Swanson and his editor have judged the tone perfectly and it's smart to back the audience to work out how it's to be understood.

Many a political commentator has seen their careers hit by recent events on both sides of the Atlantic. In this age of self-serving allegations about fake news, Blinkink’s Greg Barth imagines a vote on world peace. And as Trump, Brexit, and the general election have shown, nothing should be taken for granted.

Still, newscasters Bob, Linda, and Dick (sorry - Richard) think it’s a done deal. After all, young voters dig global harmony… as well as “sushi burritos, hoverboards and the Fast & Furious franchise”. Of course, those ‘in the know’ have a surprise in store. Who’d have thunk it?

Everything unfolds in a retro-modern dimension. Disaffected millennials operate chunky personal computers and smartphones are a madman’s dream. As for Facebook spoof “Smilebook”, negative opinions are, well, a no-no.

Barth coaxes Fox News-worthy performances from his voice cast, while malleable production design lends an uncanny vibe. Despite the garish colours and outmoded tech, this film nails some thoroughly modern neuroses.

One fears this bloke has spent too long down at the test track. Still, his fervent performance anchors this US Audi commercial. You wouldn’t hear this spiel down your local car dealership.

Car specs are made tangible here as horsepower blots the sun. Horseshoes rain down and bees turn to bullets, and the caretaker suggests that casual motorists need not apply. Those test driving an Audi Sport model have their work cut out for them.

It’s a bombastic treatment - especially compared to Renault’s own test drive. Still, it’s a confident gambit: the marque wants drivers to prove their worth. As for the track attendant? Best have a lie down.

Dwayne 'The Rock' Johnson is at his non-stop best in this amusing short film for Apple. Siri facilitates the movie star's schedule as he decides to check off some things from his 'life goals' list, affronted by the suggestion he's got enough on his plate. He picks just a few simple tasks... like flying his own plane to Rome to paint a fresco.

This is a smart piece of work, capitalising on future President Johnson's reputation as the nicest guy in show business. We see his unquenchable enthusiasm turned towards activities as diverse as topiary, Lyft driving, and even popping up to space for a quick selfie. All organised by the ever-capable Siri - who ensures he gets back to set in time to nail the perfect take, of course.

Highlights in the montage of relentless achieving include a fashion line inspired by 'wind, fire, water... rocks', and a satisfying 'smell what the Rock is cooking' throwback. There's even a brief glimpse of his infamous turtleneck-fannypack snapshot from the nineties, set as a self-deprecating phone background.

While 'dominating the day' has the side effect of giving his assistant several mini heart attacks, it's very entertaining to watch 'Big, Bald, and Beautiful' go about his business. This slick film can't quite convince us that notoriously buggy Siri is a viable alternative to typing... but hints at a Rock-recorded voice for the tech might just persuade us to give it another go.