Ugly Duckling Campaign Wins Year’s Single Best of Show Trophy
LOS ANGELES–DGWB Advertising dominated the 42nd Annual Orange County Advertising Federation Ad Awards, taking home eight golds, including Best of Show, for its Ugly Duckling Car Sales TV campaign.
The ceremony, a three-and-a-half-hour marathon that included a lengthy airing of non-English ads with no subtitles, was held March 25 at the Newport Beach Marriott Hotel & Tennis Club. This year’s judges broke from tradition in awarding one Best of Show instead of separate trophies for broadcast and print.
“The judges felt there should be only one, and the Ugly Duckling campaign was it,” said past OCAF president Denise Denison-Erkeneff, one of the show’s organizers.
DGWB’s 22 total awards included three golds for individual Ugly Duckling ads, two for a pair of Wienerschnitzel commercials, one for a TV campaign for Loanworks and one for a non-English Children’s Hospital of Orange County ad. The Irvine, Calif., shop also grabbed eight silvers and six certificates of merit.
FCB Southern California, Costa Mesa, won 13 awards, including a Judges’ Special Recognition for its “Not Wild Enough” TV spot for the Santa Ana Zoo and two golds for TV spots for Taylor Made Golf. The agency also won three silvers and seven certificates of merit. McElroy:FCB, Newport Beach, now part of FCB Southern California, won a Judges’ Special Recognition for its “Holiday Manifesto” brochure for Volcom.
Young & Rubicam, Irvine, won seven awards, including a Special Recognition and a gold. Other gold winners: al Punto and Side Show Advertising, both Huntington Beach; Casanova Pendrill Publicidad, Irvine; Frederick Photography, Santa Ana; Lawrence, Mayo & Ponder, Newport Beach; and student entrant Peter Chun.
The judges were Tom Rosen of Fallon McElligott, Minneapolis; Nicole Michels of Kirshenbaum Bond & Partners, San Francisco; Paul Cappelli of The Ad Store, New York; and Tim Roper of Crispin Porter & Bogusky, Miami.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity