Ogilvy, AmEx Win Commercial Emmy

NEW YORK The Academy of Television Arts and Sciences in Los Angeles this week awarded its Emmy for Outstanding Commercial to American Express for its offbeat “Animals” spot by Ogilvy & Mather, New York. The ad stars Ellen DeGeneres.

“It is a tremendous honor to be recognized for our work by the entertainment industry,” said John Hayes, CMO at AmEx. “We developed ‘Animals’ hand-in-hand with Ellen DeGeneres and our incredibly talented agency partners. This award speaks volumes to the entertaining content and creativity that can be born from true collaboration.”

In the 60-second black-and-white spot directed by Bryan Buckley of Hungry Man, DeGeneres walks around the animal-filled offices of her talk show preparing to go on the air. She interacts with a menagerie, and at one point asks if anyone has seen “Shelly” and an owl repeatedly asks, “Who.” Shelly, of course, turns out to be a turtle.

Also nominated this year were three BBDO spots: “Battle” for Cingular, “Jar” for General Electric and “Pinball” for Pepsi; Wieden + Kennedy’s “Happiness Factory” for Coca-Cola; Fallon’s “Snowball” for Travelers; and Arnold and Crispin Porter + Bogusky’s “Singing Cowboy” for American Legacy.

Highlights of the Creative Arts Emmys will be broadcast Sept. 15 on E! The Primetime Emmy Awards, which focus on television shows, will air the following night on Fox.

Last year, BBDO won for its FedEx commercial “Sticks,” while Leo Burnett won for Hallmark’s “Required Reading.” In “Sticks,” a caveman is fired for not using FedEx while in “Required Reading,” an older man learns to read.