Saatchi Tops at Belding Awards

An ad with a dog crashing into a bright red Toyota Celica landed Saatchi & Saatchi top honors at the Advertising Club of Los Angeles’ 36th annual Belding Awards, held last Thursday at the Wiltern Theatre.

In addition to capturing the Belding Sweepstakes for its “Dog” spot, Saatchi snagged the most Belding bowls—11—for Toyota Motor Sales USA and Collective Good work. The Torrance, Calif., agency was also honored in a new category called “Best Book,” which celebrates the shop doing the best work overall for its clients.

TBWA\Chiat\Day in Playa del Rey, Calif., won nine bowls for its work for the Museum of Contemporary Art and XM Satellite Radio. Deutsch/LA in Marina del Rey, Calif., also won nine bowls, for work for the Los Angeles Police Department, a self-promotion campaign, DirecTV and the Mitsubishi Dealer Advertising Association.

Winning three bowls each were cruz/kravetz:Ideas in Los Angeles for Mike’s Hard Lem onade; Ground Zero in Marina del Rey, Calif., for ESPN. com; Ogilvy & Mather in Culver City, Calif., for Tokyo 7-7; and the Y&R Cos.’ Wunderman in Irvine, Calif., for interactive work for Lincoln and Sony.

Davidandgoliath won two bowls for Mattel print work. Single bowl winners included Backyard Productions for Yard Fitness Center; Foote, Cone & Belding for the Boy Scouts of America/Orange County; Rubin Postaer and Associates for the Honda CR-V; and VitroRobertson for Asics Tiger Corp.

A total of 47 bowls plus the Sweepstakes were awarded, along with 83 finalist certificates. There were approximately 950 entries and 500 attendees at the show.

While sources indicated the Beldings have lost some of their luster in recent years, changes were made this year to improve the show’s reputation. The categories were structured by advertising medium rather than by client industry, and the show was on a “mission to get high-level creative people on the judging panel,” said Deutsch’s Eric Hirshberg, chairman of this year’s Belding Awards.

Judges included Wieden + Ken nedy’s Rob Palmer and Kevin Jones; Ogilvy & Mather’s Chris Wall; Modernista!’s Gary Koepke; Matt Smukler and Margaret Johnson of Goodby, Silverstein & Partners; and Nigel Carr of Kirshenbaum Bond & Partners. Carr was the first planner on the judging panel in Beldings his tory, Hirshberg said.