Gunn Names Sony’s ‘Paint’ Year’s Top Spot

NEW YORK Sony’s “Paint” spot by Fallon in London—which featured synchronized paint explosions in an apartment complex—was named the most-awarded commercial of 2007, according to the Gunn Report, a global ranking of winners work derived from data covering 37 creative TV competitions, 19 print and 18 interactive shows.

The second most-awarded spot was Ariston Aqualtis’s “Underwater World” from Leo Burnett in Milan, Italy. It depicted life inside a washing machine and an undersea kingdom where clothes become sea creatures.

The Gunn Report for the first time included interactive rankings. Nike’s Nike+ by R/GA in New York—which let users upload and share personal running data via their iPods—took first place. Ikea’s “Come into the closet” initiative placed second in the new category.

MDC’s Crispin Porter + Bogusky in Miami, and Farfar in Stockholm, Sweden, tied as the most-awarded interactive agencies. (This was also the first time Gunn singled out i-shops for kudos.)

Omnicom’s BBDO was the most-honored network for the second year running and the fifth time in the report’s nine-year history. Saatchi & Saatchi and TBWA placed second and third in that category.

TBWA was the most-awarded agency based on its work for Skittles and Combos (both handled out of its New York office) and Apple from its Media Arts operation in Playa del Rey, Calif. Despite the introduction of interactive as a category this year, it was not used in calculating the top agency. Had it been, Crispin would have tied with TBWA, per Craig Davis, CCO of JWT and first-time guest editor of the Gunn Report.

Following TBWA was Saatchi & Saatchi in New York and Los Angeles and DDB in London.

On the print side, a Clima Bicycle Locks campaign from Leo Burnett Bangkok took Gunn’s top honors; the work showed bikes becoming part of the structures they were padlocked to.

The U.S. was the most-awarded country. Great Britain and Argentina placed second and third.

The most-recognized advertiser was Nike, followed by Volkswagen and Sony.

MJZ in London, Los Angeles and New York was named Gunn’s production company of the year, while Thanonchai Sornsrivichai, based in Thailand, was the most-awarded director.