C-E’s Cancer Ads Best in Detroit

Campbell-Ewald’s public-service campaign for the American Cancer Society that featured a giant polyp took top honors at this year’s Caddy Awards, Detroit’s annual advertising show.

BBDO and Doner won the most awards, with 64 and 65, respectively.

C-E’s show-topping effort was an offbeat promotion of colon-cancer screenings done for The Advertising Council. The 15- and 30-second spots star “Polyp Man,” a pesky character who is pursued and apprehended by white-coated doctors working like aggressive police. The commercials use voiceovers by actor Tim Allen and end with the tagline, “Get the test. Get the polyp. Get the cure.”

“That was the campaign that stood out for me,” said judge Bob Barrie, an art director at Fallon in Minneapolis. “You try to reward work that isn’t simply an execution of a tried-and-true for mula. I thought that one was a particularly fresh approach to a very difficult topic.”

Barrie said he generally doesn’t favor putting PSA-type campaigns in the same cate gory as paid work, so he “handicapped” the campaign, but it still turned out to be his favorite. “A lot of people, especially cli ents, dealing with a topic like that would tend to be somber and serious,” he said. “They took a real risk. It’s the kind of thing, if not executed really well with just the right tone, [that] could have gone south real fast, but they pulled it off.”

Creative credits for C-E’s winning effort include chief creative officer Bill Ludwig and creative directors Jon Stewart and John Clarey.

The Polyp Man ads also won best of tele vision, which advanced them into consideration for best in show. Campbell-Ewald won a total of 38 awards, nine of which were gold. C-E last won best of show in 1998 for a Chevy S-10 spot called “Brawl.”

Doner’s 65 awards included 15 golds. The shop also won two best-of-category awards, with a campaign it created for the Mills Corp. grabbing best print and a Blockbuster campaign winning best of specialty arts TV. BBDO had 13 golds among its 64 awards, as well as the best of multimedia award for a Jeep campaign.

Solomon Friedman, Bloomfield Hills, Mich., won best direct marketing, and The Furious Inc., Detroit, won best of interactive for a Web site for Ford Motor Co.’s SVT Focus.

Other judges were Bryan Buckley, of Hungry Man in New York, Lynn Farthing of Arnold in St. Louis and Jim Arndt of Arndt Photography in Minneapolis.