‘Lamp,’ ‘Men of Genius’ Win Grand Clios

MIAMI “Lamp,” an Ikea spot by Crispin Porter + Bogusky in Miami, won the Grand Clio in television at the 44th annual Clio Awards TV and Radio Gala in Miami tonight. DDB in Chicago picked up a Grand Clio in radio for its Bud Light “Men of Genius” campaign for the second year running.

Of the 42 gold Clios given out in all of the categories combined, 21 were awarded to TV and three to radio, up from a combined 15 last year, when no Grand Clio in TV was awarded.

“Overall, we felt good about the quality of the work,” said Bob Scarpelli, TV and radio jury chair and chairman and U.S. chief creative officer of DDB in Chicago. “Both the Grand Clios were outstanding ideas that I think would win in any year.”

“Lamp” is shot from the point of view of the eponymous object, which is discarded when its owner gets a new Ikea lamp. A Swedish character faces the camera at the end of the spot and says, “Many of you feel bad for this lamp. That is because you are crazy. It has no feelings.”

The “Men of Genius” radio spots, which also won all three Gold Clios awarded in the radio category, in addition to the Grand Clio, are humorous homages to people who are not usually recognized for what they do, including “Mr. Tiny Thong Bikini Wearer.” “Like ground meat crammed into a sausage skin, you take to the beach and proudly strut your stuff,” an announcer says about the bikini wearer.

“It’s still some of the best radio that will ever pass through your frontal lobes,” said TV and radio juror John Schofield, associate creative director at WongDoody in Seattle. “And to do that after 80 or 90 spots borders on the miraculous.”

Chuck Porter, TV and radio juror and chairman of CP+B, expressed delight at his shop’s prize. Clio rules prohibited him as a judge from voting on his shop’s work. “There were probably five or six pieces that were really brilliant, and I’m glad people liked [“Lamp”] the best,” said Porter. “The Grand Clio is a great award to win.”

“Everybody felt in [“Lamp”] an idea that really challenges you; it makes you think,” said Scarpelli. “Ikea is an unconventional company, and the advertising certainly delivers that unconventional feeling and thinking.”

Fallon’s second round of Internet Films for BMW fared well again this year, taking home four gold awards. Last year, the Minneapolis-based agency’s films won nine gold Clios, including two Grand Clios in the Internet and innovative marketing categories.

The deliberations, which took place in Santa Fe, N.M., in April, were “lively,” according to Scarpelli, especially when it came to awarding the TV Grand Clio. “It was a close vote,” he said. “There was a lot of debate if we should give a Grand Clio to television. But we all came around on that point.”

“Men of Genius” also sparked debate about what the Grand Clio should honor—original, groundbreaking work or simply best in show. “There is no question that the winner of the radio Grand Clio was best in show,” said TV and radio juror Dion Hughes, partner and creative director at Dion&Mark in Minneapolis. “But there was a long discussion on whether a 5-year-old campaign falls under the heading of ‘breaking new ground.’ ”

Other U.S. winners included TBWA\Chiat\Day in San Francisco, which won three TV golds for Adidas’ “Mechanical Legs.” Wieden + Kennedy in Portland, Ore., earned one for “Streaker,” a TV spot for Nike in which a man wearing Nikes streaks across a British football field.

Top international TV winners included Lowe in London, which won two golds for its spots for Interbrew U.K.’s Stella Artois, and Saatchi & Saatchi in London, which received golds for NSPCC commercials showing a cartoon child being abused and changing into a real child.

Two campaigns were entered into the TV Hall of Fame: one by Goodby, Silverstein & Partners in San Francisco for Chevy’s Mexican Restaurants; and one for Volkswagen by BMP DDB in London.

Anheuser-Busch in St. Louis was named Advertiser of the Year, and DDB in Chicago was named Agency of the Year. The latter’s network, DDB Worldwide, was named Agency Network of the Year. Neil French, former worldwide creative director of Ogilvy & Mather, took home the lifetime achievement award.

Adweek parent company VNU owns the Clio Awards.