Movie Magic

Fallon and BMW of North America pulled off an unprecedented double feature last week, as their short-film campaign won Best of Show at both The One Show and One Show Interactive ceremonies.

The two events, part of the annual festival sponsored by The One Club for Art and Copy in New York, honor creative excellence in advertising and design.

Fallon’s “The Hire” campaign, featuring short films posted on the Internet (www.bmwfilms.com) from directors John Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie and Alejandro González Iñárritu, also won gold pencils in the ad and interactive competitions. The films tell the stories of various intrigues involving BMWs and a hired driver (played by Clive Owen), and star actors such as Madonna, Forrest Whitaker, Mickey Rourke and Stellan Skarsgård.

One Show judge Raymond Mc Kinney, vp and senior copywriter at The Martin Agency in Richmond, Va., says the campaign was a clear favorite among the judges. “It was such a huge, innovative idea,” he says. “With the big-name directors, it got a lot of free publicity that regular campaigns don’t get. And the genius of it was that in short films you get to show the car doing things you couldn’t ordinarily do in commercials, like taking corners at 120 miles an hour or driving through a war zone. You can show it in ways that people like to see cars.”

Fallon, based in Minneapolis, also won two other pencils at the One Show ceremony last Friday: a silver for a United Airlines trade print ad titled “Conference Room,” and a bronze for its Sports Illustrated poster campaign.

Wieden + Kennedy won the most pencils in the advertising competition—three golds and three silvers. The Portland, Ore., shop’s “Play” campaign for Nike won a gold in the TV-campaign category. One spot from the series, “Shade Runner,” showing a woman who carefully plots her jogging route so she will stay in the shade, nabbed a silver. Two golds and a silver went to Nike print work, including the ads “Collage” and “Dots.” The ongoing Miller High Life campaign, including the spots “Pole Cat,” “Gobble Gobble” and “Treats for Santa,” won a silver.

Following Wieden, with five pencils, was Saatchi & Saatchi, London. The shop won gold for the Toyota GB spot “School,” showing a young girl who eagerly jumps into a Toyota Corolla after school. When the driver kindly asks her who she is, she responds, “Just shut up and drive,” illustrating the tagline, “A car to be proud of.” The shop also won two golds and a silver for its Club 18-30 print and poster work and a bronze for a public-service print ad for the Ethnic Multicultural Media Awards.

Other multiple-gold winners included The Alliance (the team of Arnold in Boston and Crispin Porter + Bogusky in Miami), whose American Legacy Foundation radio work won two golds and a silver. An in-house campaign from The Cartoon Network Latin America, showing cartoon characters such as Fred Flintstone, Barney Rubble and Jane Jetson in live-action scenes, also won two golds and a silver. Cliff Freeman and Partners, New York, winner of Best of Show and four pencils in 2001, won two gold pencils for Hollywood Video radio spots.

At the One Show Interactive, which has been held since 1997, the top gold-pencil winners—with two each—were Goodby, Silverstein & Partners, San Francisco, for Hew lett-Packard’s “Invent” banner ads, and The Alliance, for the American Legacy Foundation’s integrated branding campaign and Web site.