Whether it’s the Old Spice guy morphing from one macho scene to the next, the Terry Gilliam-style Lego stop-motion short film where an inventor searches an idea factory, or a McDonald’s campaign linking sport sponsorships with French fries, ADDY Award winners continue representing innovation in American advertising. “There’s a lot more non-traditional work now,” says James Edmund Datri, president
and CEO of the American Advertising Federation—the organization behind the ADDYs. “It’s an exciting time to attend awards shows in general because you get to see so much cutting- edge creative.” Some 600 attendees saw just this kind of work June 4th at the 2011 national ADDYs at San Diego’s Hilton Bayfront Hotel. Of the 36,087 professional entrants in the U.S. who entered local ADDY competitions,
87 graduated to take national Gold. We present Gold winners in selected major categories here.
BEST OF SHOW and GOLD AWARD WINNER
MAYHEM TELEVISION CAMPAIGN
Agency: Leo Burnett, Chicago
Client: Allstate Corporation/Allstate Insurance
Actor Dean Winters personifies threats to car and home in this five-spot campaign, where he plays everything from a texting- while-driving teen girl to a poorly mounted Christmas tree. Giving danger a spiteful face makes buying insurance a much more attractive proposition.
NATIONAL TV/CONSUMER PRODUCTS
Agency: Wieden+Kennedy Portland
Client: Chrysler Group, llc/Dodge Challenger
This spot cements a link between a current hot-topic word—”freedom”—and the Dodge Challenger, as American Revolutionaries chase off Brits with Dodges. A bull’s-eye way to hit your
Title: THIS OR THAT
Client: Kia Motors Corporation/Kia Soul
Really, before these rapping hamsters came along, did Kia have any kind of image? Not quite. But by freeing these rodents from cages and dropping them into the apt-named Soul (priced to sell at under $14,000), the brand positioned itself to appeal to a new—hip and funk—market.
Title: THE MAN YOUR MAN COULD SMELL LIKE
Agency: Wieden+ Kennedy Portland
Client: Procter & Gamble/Old Spice
Old Spice gets thrust into the 21st century with this TV campaign (“Questions” also won gold) featuring a new macho role model and slick effects. Textbook rebranding.
Agency: VENABLES BELL & PARTNERS, USA
Client: CONAGRA FOODS/chef boyardee
Chef Boyardee aims to keep kids hitting its cans with hip humor: A G.I. Joe and “blankie” whine about being aban- doned by kids who refuse to outgrow their Chef Boyardee.
NATIONAL TV/CONSUMER PRODUCTS
Agency: JWT New York
Client: Kimberly-Clark Corporation/Huggies
Top-notch special effects aren’t usually associated with diaper commercials, but this one illustrates diaper-changing chaos by panning through a frozen-frame scene.
NATIONAL TV/CAMPAIGN & CONSUMER PRODUCTS
Agency: BBDO New York
Client: Mars incorporated/ Snickers
Employing Betty White at her peak popularity was a strategy coup for this TV campaign (“Road Trip,” starring Aretha Franklin and Liza Minelli also won gold). Selling with icons can work.
NATIONAL TV/CONSUMER SERVICES
Title: CONAN O’BRIEN IN INDIA
Agency: OGILVY & Mather, New Yyork
Client: American Express Company/American Express Card
AmEx reaches out to the Conan O’Brien demographic by letting Conan be Conan. This commercial—which could have been an epic skit from O’Brien’s show— sends him to India to make stage curtains.
ADDITIONAL GOLD WINNERS
BBDO New York
Saatchi & Saatchi
Toyota Motor Corporation
‘The Brick Thief’
Pereira & O’Dell
MICRO OR MINI SITES
City of Philadelphia Mural Arts Program
‘Mark Bradford Exhibit’
Wexner Center for the Arts
‘Halo Reach: Remember Reach’
Pennsylvania Department of Transportation
‘It Rarely Stops’
National Domestic Violence Hotline TV
‘Stolen for Fashion’
People for the Ethical Treatment of Animals
MIXED MEDIA CAMPAIGN
Levine Children’s Hospital
LG Mobile non-traditional
ALS Association-FL Chapter
Draftfcb New York
Kraft Foods Inc.
'Official sponsor sports campaign'
Sports Toolkit: ‘Diner,’ ‘Curb,’ ‘Flowers,’ ‘Crosswalk,’ ‘Wall’
Nashville Songwriters Hall of Fame
Vine Creative Arts
‘Players by the Sea’ Poster Series
Players by the Sea Arts, Poster
‘The Full Monty’
Players by the Sea
and ‘Mall Takeover
the bounce agency
South Carolina Department of Parks, Recreation & Tourism
‘The Art of Conversation’
BBM ‘Blackhawks Victory’
The Full List of Winners.