NEW YORK Paris Hilton spares no expense trying to look her best, but at last night's Good, Bad and Ugly Awards her soapy turn in a Carl's Jr. commercial received the Grand Ugly, the most dubious distinction granted by the Advertising Women of New York.
The ceremony, held at Capitale in New York, kicked off with a confessional-style video from the men of "Pigs Anonymous," the fictional group created by host agency Lowe to teach male chauvinists in the industry how to treat female colleagues with respect. Pigs including Lowe CCO Mark Wnek and Euro RSCG New York ecd Jeff Kling kidded they weren't sure the group had helped them since they "love the ladies." When asked to identify a good career for women, Wnek pointed to "dancing and pointing to prizes in game shows." All the PAs—which also included StrawberryFrog New York ecd Kevin McKeon and Lowe ecd Peter Rosch—wore plastic rubber snouts.
The event's host, Dr. John Grey, author of best-seller Men Are From Mars, Women Are From Venus, summed up the night by saying, "We honor advertising that casts Venus in a positive light . . . While men may be from Mars, we all have to live here on this planet."
The Carl's Jr. ad, by Mendelsohn Zein in Los Angeles, broke last May to cheers from the laddie set and jeers from ruffled feminists. In it, Hilton wears a rhinestone-clasped thong bathing suit while suggestively soaping up a Bentley. The heiress ultimately takes a big bite out of a Carl's Jr. burger, perhaps besides the point for the restaurant chain's target—hungry guys.
The Grand Ugly for print went to three ads showing scantily clad women for Milwaukee's Best beer entitled "Perfectly Cut," "Call of the Wild" and "Finely Tuned."
Also earning jeers from the AWNY were GoDaddy.com's bosomy lobbyist in the "Broadcast Hearing " Super Bowl spot, Svedka vodka's "Robo Babe" and Burger King's "Fantasy Ranch" dancers, among others.
On the flip side, the AWNY blessed Wieden + Kennedy with both Grand Goods for television and print. The winning print was for nikewomen.com, which celebrates all facets of a woman's body, including tomboy knees, a big butt and thunder thighs. ESPN's "Running Away," which follows a woman on her run, was the winning TV commercial. A crowd of people, which represents her responsibilities, begins running behind her. As she continues jogging, her husband, daughter, clergyman and other participants in her life drop off, allowing her a brief respite.
Also earning positive TV honors were Young & Rubicam's "Anthem" for Weight Watchers; Ogilvy & Mather's "Mammogram" for Kodak, "Winslet" for American Express and "Songs/Lindsay" for Dove; Publicis Mid America's "One Way Down" for Curves; Leo Burnett's "Chair" for Always; Wieden + Kennedy's "They Said " for Nike Brand Jordan; and Mono's "Heroes" for Sesame Street.
Print pieces honored with the Good distinction were ads for Curves and Always by Publicis in Mid America and Leo Burnett, respectively; Johnson & Johnson's "Holly Robinson Peete" by Lowe; Dove's "New Dove Firming" campaign by Ogilvy & Mather; and Women & Co.'s "Million Bucks," "Worry Lines" and "Split Ends" by Merkley + Partners.