TBWA\C\D, MJZ Headline AICP Show

NEW YORK TBWA\Chiat\Day topped the list of honored agencies at the 15th annual AICP Show, presented by the Association of Independent Commercial Producers.

Close to 2,000 members of the advertising and production industries gathered to view the show, an 82-minute compendium of the best commercials of the previous year. The collection, which premiered here tonight at the Museum of Modern Art, now goes on tour to museums and cultural institutions around the country and abroad.

TBWA\C\D received 10 honors overall for its work on behalf of Fox Sports Net, Embassy Suites and Sprint-Nextel.

Wieden + Kennedy was second among agencies with seven honors, including spots for Honda, Nike and ESPN. “We had a lot of challenges this year from the production standpoint,” said Hal Curtis, creative director at independent Wieden + Kennedy, Portland, Ore. “[Award winners] ‘Kid Tiger’ was a technical challenge; ‘Awake,’ and ‘FC USA’ were logistical challenges and monster shoots, and ‘Warriors’ was a stylistic challenge. They’re good spots, and they come in a year when we produced fewer commercials for Nike overall.”

BBDO was recognized five times, while Crispin Porter + Bogusky and Modernista! earned four awards each.

This was the first year the AICP Show was open to commercials produced for media other than television and cinema.

With a total of nine honors in seven categories, MJZ led production companies with the most representation at the show. One spot, “Hello Tomorrow,” directed by Spike Jonze for Adidas, by TBWA\C\D’s San Francisco office, was honored four times: for visual style, visual effects, original music and advertising excellence (for single commercials).

“At the end of the day, the planets aligned on a few different things,” said Chuck McBride, creative director at TBWA\C\D. “We had the graces of the right idea with the right director and the right timing. With Spike [Jonze], no matter what you do, it comes out fun. The spot could have been dark and oppressive, and it wasn’t. We’ve had a rare run where we generally get to do something special.”

Another MJZ commercial, “Disturbance” for Heineken, was also cited in advertising excellence (single commercial) and original music. Other MJZ spots included eBay’s “Anthem,” honored for production design; Ameriquest’s “Doctors” in the humor category; and Adidas’ “Gimme the Ball,” by MJZ’s London office, recognized in the advertising excellence (international) category.

Other big winners among production houses were: Anonymous Content (seven honors); Harvest (five); @radical.media, Biscuit Filmworks and RSA Films (four each); and Hungry Man, Mekanism, Smuggler and Tool (three each).

Jonze of MJZ and Noam Murro of Biscuit Filmworks led the directorial honorees with a total of four each.

Among advertisers, Adidas and Nike scored highest with six honors apiece; General Motors’ Hummer had four honors; and Sprint-Nextel and Microsoft’s Xbox 360 each had three honors. Apparel commercials (Adidas and Nike) were the most honored product category with 12 awards, followed by public service spots, which earned nine prizes.

Some 200 judges representing agencies, production companies and editorial shops across the U.S. selected the winning commercials.

Work from the show becomes part of the permanent collection of the film and media department at the Museum of Modern Art, which has been AICP’s partner since the program’s inception.

—Adweek staff report