Arnold Scores Top Kelly Prize

Arnold, Boston, won the $100,000 Grand Prize at the Magazine Publishers of America’s Kelly Awards Tuesday night for its “Hey, There’s A…” campaign advertising the New Beetle for Volkswagen of America.

Emphasizing the car’s unique shape, the ads show that even a half-naked model, an exploding volcano or a daredevil stunt can’t draw attention away from the car, which is pictured in the distant background.

“Volkswagen has a heritage of really original print, going back to the glory days. It’s great that in this age of multimedia and electronica that you can still do something compelling on a flat page,” said Arnold group creative director Alan Pafenbach. “The purity of the medium makes it a really sweet win.”

Arnold’s Beetle campaign also won the “Best at Meeting Campaign Objectives” and “Best Idea/Concept” honors at the black-tie event at the Regent Beverly Wilshire in Beverly Hills, Calif.

Distinctions also went to Goodby, Silverstein & Partners, which won “Best Design and Graphics” for its Nike “Nike Women’s Shoes” campaign, and Carmichael Lynch, Minneapolis, for “Best Headline and Copy” for its Harley-Davidson brand campaign, the second year in row the agency has won those honors for the client.

In addition to Pafenbach, the creative team on the winning Beetle campaign included chief creative officer Ron Lawner, art director Don Shelford and copywriter David Weist.

It was Arnold’s second grand prize Kelly for its Beetle work, following its 1999 win for the campaign introducing the New Beetle.