DDB Tops Radio-Mercury Awards for Third Time

NEW YORK DDB won the $100,000 grand prize at the Radio-Mercury Awards today for its “Mr. Way Too Much Cologne Wearer” radio spot for Anheuser-Busch’s Bud Light “Real Men of Genius” campaign.

Spots by the Chicago shop in the “Real Men of Genius” campaign previously received the top prize in 2000 and 2001.

“It’s a perennial winner, and it won because the quality of writing has remained high,” said final round judge Kara Goodrich, a creative director at Euro RSCG Partners in New York.

Nine shops won $5,000 prizes. They are Anson-Stoner in Winter Park, Fla., for “Young” for the Florida Department of Health’s Quitline; Barkley Evergreen & Partners in Kansas City, Mo., for “French Toast Sticks” for Sonic Drive-In; Campbell-Ewald in Troy, Mich., for “California Heart Attack” for OnStar; Crispin Porter + Bogusky in Miami for “Mogulsexual” for Telluride; DeVito/Verdi in New York for “Father” for Mount Sinai Hospital; Goodby, Silverstein & Partners in San Francisco for “Horses” for Saturn Ion; Lowe in New York for “Whisper” for Unilever’s Snuggle Sunkissed Breeze; The Richards Group in Dallas for “CEO” for Motel 6; and Young & Rubicam in Chicago for “Unpleasant Side Effects” for Miller.

Other winners include The Vidal Partnership in New York, which picked up a $5,000 prize in the Spanish-language category for “Gritos” on behalf of Heineken. Method in Columbus, Ohio, won the public service announcement award for “The Gay Son” on behalf of Stonewall Columbus.

Bert Berdis, president of Bert Berdis and Co. in Los Angeles, received a lifetime achievement award.

The awards were presented today during a luncheon at the Waldorf-Astoria Hotel in New York. The Radio Creative Fund administers the Radio-Mercury Awards, which honor creative excellence in radio advertising.