Regional creative directors expect high-profile campaigns from Arnold, Modernista!, Mullen and Hill, Holliday, Connors, Cosmopulos to win top prizes at Thursday's 42nd annual Francis W. Hatch Awards.
Favorites include Volkswagen of America's long-running "Drivers wanted" campaign from Bos ton-based Ar nold, particularly TV work emphasizing the Beetle's arched design.
"VW will continue to be an inspiration to everybody," predicted Michael Ancevic, a group creative director at Mullen in Wenham, Mass. "In any show, it rises to the top."
David Banta, creative director at Mintz & Hoke in Avon, Conn., noted, "Anything that does well at the One Show from Arnold has a good shot at Hatch," referring to VW's silver awards for point-of-purchase and radio ads at the One Show in May.
Elements of Arnold's hard-hitting "Truth" campaign for the American Legacy Foundation's anti-smoking initiative were also mentioned as likely winners.
Two campaigns from Boston shop Modernista! also generated buzz. Print efforts for General Motors' Hummer, tagged "Like nothing else," were admired for simplicity of design and clarity of thought. Holiday-themed commercials for former Modernista! client The Gap, featuring celebrity renditions of the pop staple "Give a Little Bit," were cited for their offbeat appeal.
Modernista! won best of show for MTV at last year's Hatch, which is sponsored by trade association the Boston Idea Group.
Hill, Holliday's hu mor ous Dunkin' Donuts ads were praised, particularly a spot in which an elderly couple pretend to hold a surprise party so they can keep the treats brought to their door by a lost party goer. "The spot was amazing," said Jim Amadeo, creative director at Bos ton's Clarke Goward.
Wenham, Mass.-based Mullen's Nex tel spots, starring gruff actor Dennis Franz, were also favorites of local creatives. Mintz & Hoke's campaign for recently shuttered Ames Stores was mentioned as a possible dark-horse.