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Bigger, Beloved Are Better at ADC Awards

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NEW YORK Big-budget television productions shared the Art Directors Club's advertising honors with familiar radio campaigns this year, with National Thoroughbred racing and Budweiser spots taking half the ADC gold and silver awards.

DDB Chicago's Bud Light "Real Men of Genius" spots were awarded one gold cube and five silver cubes, and DeVito/Verdi's three-spot campaign for the National Thoroughbred Racing Association won gold and silver cubes. Fallon in New York also won for its Virgin Mobile "Jalepeno" spot.

DDB was one of the most-honored agencies, collecting a total of 14 awards of either gold, silver or distinctive merit status. BBDO placed second, with nine awards.

Top TV honors went to London-based production company MJZ, for a Sony TV spot titled "Balls." Directed by Nicolai Fuglsig, the ad touted the color quality of Sony's Bravia LCD screen with shots of thousands of multi-colored balls bouncing down a hilly San Francisco street. Fallon London was the advertising agency. Also winning a gold cube was Adidas' "Hello Tomorrow," a special effects-laden production from TBWA\Chiat\Day's in which a dreamer's Adidas running shoes take him through a stream-of-consciousness adventure.

Taking home a silver cube in the TV category was Carlton Draught's "Big Ad," from George Patterson Y&R, a massive production that parodied the industry's penchant for big-ticket beer ads in the style of a sweeping motion picture battle. Guinness' "noitulovE" from AMV BBDO also received a silver cube. Tagged "Good things come to those who wait," the spot shows three pub-goers enjoying their first sip of a fully settled pint before they begin the long trek backward through time to the start of their wait, as pre-historical amphibians.

This year's 2006 hybrid winner from Dentsu's Ground was for Japanese search engine, goo.com. The campaign demonstrated how the web site offers users answers to questions they have posted from other users, Wikipedia style. It employed a large-scale combination of outdoor advertising, interactive work and guerilla marketing. Consumers in Tokyo were exposed to extensive outdoor ads that resembled goo.com queries. The client then invited users to assemble at key points in the city at given times to participate in a question-of-the-week challenge via their mobile devices.

Silver hybrid awards went to Arnold Worldwide in Boston for Volkswagen and DDB Chicago for State Farm Insurance. Arnold also won a distinctive merit award in the hybrid category for its American Legacy Foundation "Truth" campaign, making it the only multiple hybrid winner two years in a row. The agency won silver and distinctive merit awards in the category for last year's "Truth" work.

In the interactive category, a single gold ADC cube was given to Land Design Studio of England for an interactive kiosk installation for the British government's Foreign and Commonwealth Office. Silver cubes were presented to Sweden's Forsman & Bodenfors for Ikea and to Dentsu for the Tokyo FM Broadcasting Company. Atmosphere BBDO won two distinctive merit awards for its Snicker's work.

Winners will be honored at a ceremony in June.