By David Gianatasio
BOSTON–Modes of transportation ruled at the Best of Broadcasting awards last week, with ads for cars and bicycles winning top honors for two of the region’s largest agencies.
Arnold Communications in Boston won best of show in the television category for its ‘Sunday Afternoon’ spot for Volkswagen of America.
Art director Alan Pafenbach and copywriter Lance Jensen created the commercial, which depicts two Generation Xers driving around aimlessly.
Hill, Holliday, Connors, Cosmopulos, also in Boston, won best of show in the radio category for a humorous campaign created for Providence Bicycle. Marty Donohue wrote the ads. Scott Doggett, who served as producer, brought the small, Providence, R.I., client into the Hill, Holliday fold, discovering the shop on a recent quest to purchase a bicycle.
The 17th annual Best of Broadcasting show, sponsored by Adweek and the New England Broadcasting Association, was held at the Museum of Fine Arts in Boston. Each year it honors excellence in TV, radio and interactive advertising by New England agencies. This year’s competition was judged by creative executives in San Francisco.
Arnold and Hill, Holliday won eight awards each. Leonard/Monahan in Providence, R.I., took home five prizes. Houston Herstek Favat in Boston and Mullen in Wenham, Mass., each scored four awards.
Hill, Holliday’s Providence Bicycle work also won the prize for best overall radio campaign.
Houston Herstek’s efforts for the Massachusetts Department of Public Health’s Tobacco Control Program and Mullen’s work for the Speedvision Network shared the prize for the best overall TV campaign.
Two awards were given for best creativity in the interactive medium. Bronner Slosberg Humphrey’s Strategic Interactive Group won an award for Kodak’s Web site. Mullen won a prize for interactive self-promotion.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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