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FCB Tops at Caddys

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FCB Worldwide's office in Southfield, Mich., again grabbed Best of Show honors and took home the most awards at this year's Caddy Awards.

FCB has won more Best of Show prizes in the past decade than any other shop in Detroit, and had a seven-year winning streak, which was broken two years ago by Campbell-Ewald Advertising, Warren, Mich.

This year's top award was for "Hand," a 60-second, special-effects-laden spot for DaimlerChrysler's Jeep. The spot opens with a colossal hand filling the screen as it busily clears away boulders, moves mountains and releases wildlife into the scene. The drama is completed when the hand grabs a Jeep Wrangler between forefinger and thumb and gently places it atop a mountain.

A total of 140 trophies and certificates were awarded at the Caddys, which is co-sponsored by the Detroit Creative Directors Council and AdCraft Club of Detroit. All gold winners at the show are automatically entered in the Addy regional competition.

FCB won a total of 53 awards, including 12 gold Caddys, 10 silver and nine bronze awards. The golds included awards for two TV spots for the Chrysler PT Cruiser: "Swiss Army Knife" and "Billboard Jam."

Campbell-Ewald picked up 29 awards. The most honored campaign was CEA's OnStar Batman series, which received Best Multimedia for its TV, print and Web site integrated campaign; Best Specialty Arts for its animation and special effects; two gold Caddys; five silvers and two bronzes.

New at the 2000 awards, the Caddy Hall of Fame welcomed its first three inductees: D'Arcy Masius Benton & Bowles, Troy, Mich., was honored for a 1915 Cadillac print ad, "The Penalty of Leadership"; Doner was recognized for "Zoo Stars," created for the Detroit Zoo and used as the official commercial for the National Zoo Association in the early 1980s; and Campbell-Ewald was honored for the "See the USA" campaign created for Chevrolet in 1948 and featuring Dinah Shore.