Praise for best adverts

They are the recent TV adverts that often proved more compelling than the actual programmes - and now they are competing for the "Oscars" of the advertising world.

Some of the most popular commercials on British TV are entered in the contest to be decided in London this month. They include: the Seventiesstyle athletes in the 118 118 campaign; David Beckham and Jonny Wilkinson's double act for Adidas; and the bizarre Tango fizzy drink campaign in which a man is fired into a barrel of oranges.

The awards are part of the Designers and Art Directors (D&AD) Congress, which starts today in the City's Billingsgate building. There are 27 categories and more than 23,000 entries from around the world. The shortlist, to be announced on 21 May, will go on public display

The winner of one of the prizes - the Billingsgate Pencil, in association with the Evening Standard - will be decided in a vote by visitors to the exhibition.

Leading figures in British advertising and design today revealed their pick of the campaigns in the past year.

Many choose the Honda Accord "Cog" ad, in which a single small rolling cog sets off a chain reaction of moving car parts. The two-minute, almost silent film is one of the most ambitious commercials ever. It was praised by Dick Powell, director of seymourpowell and D&AD president-elect.

Paul Silburn, deputy creative director at TBWA\London, described the adverts for the 118 118 directory enquiries service as "last year's most memorable campaign". Featuring a curly-permed and moustached jogging duo bearing the service's number, they sparked a cult following. Former Olympic athlete David Bedford complained they exploited his image, and was backed by the Advertising Standards Authority.

A more grisly favourite is the British Heart Foundation's anti-smoking campaign, showing cigarettes dripping artery-clogging fatty deposits. Alison Tomlin, creative director at Carter Wong Tomlin, said: "That ad is the one. A striking, horrible, and visual message. Not charming or witty but effective - the image doesn't go away."

Also tipped for success is the campaign for the Sky+ TV service. Its unconventional pairing of celebrities, such as Ronnie Corbett and rocker Alice Cooper, or David Hasselhoff and Mike Reid may have made viewers squirm but caught their attention.

The D&AD awards shortlist can be seen by the public for free between 22 and 25 May. Categories, to be decided by expert juries, include TV and cinema, radio, poster, and press. The awards ceremony takes place at the Billingsgate building in Lower Thames Street on 26 May, hosted by Matt Lucas of BBC comedy Little Britain. However the public's choice will not be announced until 29 June.