NEW YORK Honda's "Cog" by Wieden + Kennedy took best of show at the 2004 One Show on Friday. The TBWA network won the most Pencils, 13, out of the 109 awarded.
"'Cog' was one of those spots when you'd be judging TV spots for hour after hour and then 'Cog' would come on, it made everything else you'd been looking at that you thought was good seem somehow less good," said judge Jonathan Cude, senior vice president, group creative director at McKinney + Silver in Raleigh, N.C., about the ad by the London agency. "The idea of a Rube Goldberg [chain reaction] is not necessarily new, but the way they tied it to a brand like Honda was really smart."
Of the 109 Pencils awarded, 29 were gold, 47 were silver and 33 were bronze. Last year 115 Pencils were presented: 32 gold, 46 silver and 37 bronze.
TBWA, BBDO and DDB tied with the most number of gold Pencils, each winning five.
TBWA won gold Pencils for "Designed to move," an Australian adidas campaign (the agency shares the account with 180 in Amsterdam, Netherlands); magazine ads for Sphere by TBWA\Singapore; and Sony PlayStation's "Gravity Boots, Gravity Bomb, Tractor Beam" TV campaign by TBWA\Chiat\Day in Playa del Rey, Calif. The network won two golds, including one in the innovation in marketing category, for "Vertical Football," a billboard featuring live soccer players by TBWA\Hong Kong.
BBDO in New York won a gold Pencil for its "Career Maker" FedEx spot; one for a Virgin Atlantic print campaign by BBDO in Johannesburg; one for a radio ad for Copy Center Koeln by BBDO in Dusseldorf, Germany; one for a collateral piece by Colenso BBDO in Auckland, New Zealand, for Environment Waikato; and one for a radio campaign for the same client. BBDO won the second-highest total of Pencils, 12, an honor shared by Crispin, Porter + Bogusky in Miami.
DDB picked up two golds for print ads by DDB Canada in Vancouver for the United Way of the Lower Mainland; one for a radio spot by DDB Chicago for Budweiser's "Real Men of Genius" ("Mr. Multi-Colored Sweater Wearer") campaign; and one for a Harvey Nichols print campaign, "Bikini, Shirt, Trousers," by DDB London. That office also picked up a gold for Volkswagen's "Cops" print ad.
"I'm really excited that the big agencies are back, [for example] BBDO and TBWA\C\D for their work for FedEx and for Adidas," said Mary Warlick, executive director of The One Club in New York. "I'm also excited about across the board, the number of different countries that are supporting The One Show and bringing really original creative work to life."
There were nearly 13,000 entries from 54 countries this year, up 5 percent from last year.
Adidas was named Advertiser of the Year. The honor is based on the overall performance of a client throughout One Show competitions. Adidas won eight Pencils and 13 merit finalist nods this year.
The One Show was held at the Winter Garden of the World Financial Center in New York on Friday. A complete list of the 2004 One Show gold, silver and bronze winners is available at www.oneclub.com.