Creative Awards: Laurels and Hearty Laughs

Male bonding takes center stage at The One Show
Men unplugged seem to be a recurring theme in many of the gold-pencil winning ads at the One Show last week. Judges honored slightly more than 100 of the record 15,400 entrants in this year’s competition.
Fallon McElligott, New York, took best of show with deadpan ads for Fox’s FX Network that show “what guys are really thinking.” One ad features a man singing the national anthem: “Oh sex sports beer breasts hot sex footfall Swedish twins.”
Combined, Fallon’s Minneapolis, New York and London locations won 15 pencils, including six golds for clients such as the U.S. Tennis Association and Sports Illustrated.
Wieden & Kennedy claimed 10 pencils, including three golds, one for “The Morning After” for Nike and two for Miller High Life ads.
Nine pencils went to Cliff Freeman and Partners, including two golds for ads showing Budget’s extreme brainstorming sessions.
Crispin Porter & Bogusky, Miami, won six pencils, including two golds for Florida Tobacco Pilot Program PSAs.
DDB Chicago took two golds–for Anheuser-Busch’s “Whassup” TV spots and the “Heros” radio work.
Overseas winners included South African agency TBWA Hunt Lascaris, which garnered four awards. Three pencils went to Saatchi & Saatchi, London, and Saatchi & Saatchi, Singapore, which also won two golds for a Toyota ad “For overprotective parents” showing a baby clothed in bubble wrap. K

Best of Show
3 Golds, 1 Silver, 1 Bronze
Agency: Fallon McElligott, New York
Client: Fox’s FX Network
Titles: “Anthem” (left), “Lawyer” (below), “Reporter”
Art Director: Neil Powell
Copywriters: Kevin Roddy, Bobby Pearce

2 Golds
Agency: Saatchi & Saatchi, Singapore
Client: Borneo Motors for Toyota
Title: “Bubble Wrap”
Art Director: Francis Wee
Copywriter: Calvin Soh

Agency: Cliff Freeman and Partners
Client: Budget
Title: “Propulsion”
Art Director: Jason Gaboriau
Copywriters: Steve Dopplet, Eric Silver

Agency: Wieden & Kennedy
Client: Nike
Title: “The Morning After”
Art Director: Hal Curtis
Copywriter: Chuck McBride

Interactive Best of Show
Agency: Arnold Communications
Client: Volkswagen
Title: “Turbonium”
Art Directors: Bill Whelan,
Robert Hodgin, Dower Phillips
Copywriters: Tim Brunelle,
Lance Jensen

Gold (TV)
Agency: DDB Chicago
Client: Anheuser-Busch
Titles: “Whassup True” (left), “Whassup Call Waiting,” “Whassup Pizza Guy”
Art Directors: Chuck Taylor,
Justin Reardon
Copywriters: Vinny Warren,
Charles Stone III

2 Golds, 1 Silver, 1 Bronze
Agency: Crispin Porter & Bogusky
Client: Florida Tobacco Pilot Program
Titles: “It May” (left), “Daughters,”
“Fun with Stats”
Art Director: Paul Keister
Copywriter: Tim Roper

Agency: Abbott Mead Vickers, BBDO
Client: Guinness
Title: “Surfer”
Art Director: Walter Campbell
Copywriter: Tom Carty

The One Show Interactive awarded 61 pencils last week; no one agency earned considerably more than its competitors. Arnold Communications took top honors with the best of show award and one gold pencil for “Turbonium,” a Web branding effort for Volkswagen’s Beetle. The energetic Web site’s features range from stats on the engine’s compression ratio to a behind-the-scenes look at the Turbonium commercial. It’s punctuated with zippy graphics of the car, streamlined pop-up menus and a techno soundtrack. The Boston agency also won a gold for its Auto Show site for Volkswagen.
Other multiple winners included New York’s Oven Digital, which won three pencils for its sites, including and, which employ new broadband technologies. Elephant
Seven of Hamburg, Germany, won three pencils for CD-ROM work, including a gold for Mercedes-Benz and a silver for Levi’s. Euro RSCG DSW Partners, Salt Lake City, also garnered three pencils for clients Intel and Iomega. Deepend, London, won three pencils, including a gold for a Viaduct Web site and a silver for the London Film Festival on behalf of Apple Computers. Sapient won two pencils in the e-commerce category: a gold for Adobe and a silver for United Airlines. The San Francisco shop also won a silver for Adobe’s corporate site.