Frame on wheels: Candela’s print ad recognized as Best Worldwide by BestAdsOnTV

A memorable print campaign that captured global attention

Back in August 2010, the humorous and creatively crafted "Frame on Wheels" print campaign shot by Mauricio Candela received top honors as Best Print Ad of the Week Worldwide by BestAdsOnTV.com, one of the most respected advertising ranking platforms in the creative industry. The recognition came from none other than Eric Baldwin and Jason Bagley, the acclaimed creative directors behind iconic campaigns for Old Spice and Electronic Arts at Wieden+Kennedy Portland.

The judges speak: why this ad stood out

In their review of global advertising campaigns that week, Baldwin and Bagley unanimously agreed that "Frame on Wheels" stood out—not just for its concept, but for its execution, humor, and lasting impact.

Eric Baldwin commented:

"The Frame on Wheels ad made me laugh. I don’t care how many times I see an awkward photo in a frame, I’ll probably laugh."

Jason Bagley added:

"I don’t think it’s enough these days to simply communicate an idea, no matter how intelligently you do it. I want to be entertained, surprised, or inspired, and the only print ad that did this for me was Frame on Wheels. Thank you, Frames On Wheels. Thank you."

This kind of praise from two industry legends highlights the success of Candela’s ability to combine visual wit with clean, bold imagery.

Behind the lens: Candela’s creative touch

The success of the ad was not accidental. Mauricio Candela approached this campaign with a unique eye for the absurd and a clean visual aesthetic that helped turn a seemingly simple concept into an internationally recognized creative execution.

The image depicted an exaggerated, mobile photo frame on wheels—an absurd, tongue-in-cheek metaphor for the idea of memories being mobile, emotional baggage rolling with us, or simply the hilarious notion of framed memories going wherever we go.

This lighthearted tone, combined with careful composition and visual clarity, is what made the ad so successful.

What made the campaign effective

Here are the key reasons why “Frame on Wheels” resonated across the creative world:

• Humor with meaning: The ad managed to entertain while sparking curiosity.

• Simplicity: A clean visual that relied on the strength of the idea.

• Execution: High production quality with thoughtful styling, lighting, and post-production work.

• Relatability: Who hasn't laughed at awkward framed photos or imagined them "coming to life"?

Global spotlight and creative recognition

Being featured as Best Ad of the Week Worldwide by BestAdsOnTV is a major milestone for any creative professional. The platform is widely followed by global agencies, creative directors, and brands looking for the best of the best in advertising across TV, print, outdoor, interactive, and radio.

This recognition further cemented Candela’s reputation as one of the most innovative and visually intelligent photographers working in the commercial space. It also demonstrated how a strong idea—paired with the right execution—can transcend borders and be celebrated by the global creative community.

Legacy of the campaign

More than a decade later, “Frame on Wheels” is still remembered as a humorous, clever, and well-crafted ad that exemplifies how photography and advertising can work in tandem to create memorable visual communication.

This campaign stands as a reminder that when the right idea meets the right creative team, magic happens. Candela’s blend of technical precision and comedic flair helped this campaign find its way into advertising history.

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