LOS ANGELES David Shane won the first Academy of Television Arts & Sciences' Creative Arts Emmy Award for commercials that never air on television.
Shane was tapped for directing the Bud Light "Swear Jar" spot at ceremonies here Saturday.
The ribald spot, created by Omnicom Group's DDB, Chicago, was produced by Hungry Man. In it an office worker inquires about where the funds from a swear jar would go. When told that the monies would be applied to Bud Light, staffers employ vulgar language -- bleeped out -- at every opportunity.
Will St. Clair produced the spot for svp, gcd Mark Gross, vp, cd Dan Fietsam, and copywriter Jason Karley and art director Galen Graham. According to the agency, the spot never ran on TV.
The Emmy judges also nominated "Brother of the Bride" for Hallmark, produced by Pytka from creative by Publicis Groupe's Leo Burnett, Chicago; "Carrier Pigeons" for FedEx, produced by MJZ from creative by Omnicom's BBDO, New York; "Delivery" for Travelers, produced by MJZ through Publicis Groupe's Fallon, Minneapolis; and "It's Mine" for Coca-Cola, produced by MJZ for independent Wieden + Kennedy, Portland, Ore.