MJZ topped the list of production companies honored at the 20th annual AICP Show, The Art & Technique of the American Commercial, presented by the Association of Independent Commercial Producers, with eight honors. The Show, chaired by Brian Carmody, Managing Partner/Co-Founder of SMUGGLER, debut tonight at The Museum of Modern Art (MoMA) in New York. Nearly 2,000 members of the advertising, marketing and production industries gathered to view the Show, a compendium of the best commercials of the year.
Following its premiere at MoMA, the Show will tour museums and cultural institutions around the country and abroad. This year’s honorees – along with the entire Show archive – are available for viewing at www.aicpshow.com. Each year, the honored work becomes a part of the archive of the Department of Film at The Museum of Modern Art. The collection now numbers close to 1,500 pieces of advertising in the motion image. This is the 20th installment of the Show.
Each category of the Show may have up to three honorees, with the exception of Advertising Excellence/Single Commercial and Advertising Excellence/Campaign, which may have only one honoree each, making those pieces Best in Show. This year, there was a tie for Advertising Excellence/Single Commercial. The two honorees are: Nike’s “Write The Future,” directed by Alejandro González Iñárritu, and produced by Anonymous Content and Independent Films, out of Wieden+Kennedy, and Volkswagen’s “The Force,” via Deutsch LA, and directed by Lance Acord of Park Pictures. The honor for Advertising Excellence/Campaign went to Allstate’s “Teen Driver,” “Flag,” and “Douglas Fir,” directed by Phil Morrison of Epoch Films, out of Leo Burnett Chicago. Two new categories were added to the Show this year – Direction, and Apps (in the Next Awards).
MJZ topped the list with eight honors. Jim Beam’s “Parallels,” directed by Dante Ariola for Strawberry Frog was recognized for Direction, Visual Style, and Cinematography, while Old Spice’s “Questions,” directed by Tom Kuntz out of Wieden+Kennedy was honored for Humor and Performance/Dialogue. The Old Spice campaign, “Smell Like A Man, Man,” of which “Questions” was an element, was honored for Next Integrated Campaign. Activision Call of Duty’s “There Is A Soldier In All of Us,” directed by Rupert Sanders via TBWAChiatDay, was honored for Production. Rounding out MJZ’s honors was DirecTV “Robots,” directed by Rupert Sanders for Grey, New York, which was singled out for Sound Design.
Park Pictures received five honors, all for Volkswagen’s “The Force,” which earned recognition in Advertising Excellence/Single Commercial, Direction, Editorial, Performance/Dialogue, and Next Viral/Web Film.
The co-production of Nike’s “Write The Future” directed by Alejandro González Iñárritu via Anonymous Content and Independent Films was honored five times – for Advertising Excellence/Single Commercial, Next Integrated Campaign, Direction, Production, and Next Viral/Web Film.
Scoring four honors was Biscuit Filmworks. Jameson’s “Fire,” directed by Noam Murro was honored for Production and Production Design. “Deliver Hope” for Xbox Halo:Reach, also directed by Murro, was honored for Visual Effects and Sound Design.
SMUGGLER also received four honors, all for work directed by Ringan Ledwidge. The Puma ad “After Hours” was honored for Visual Style and Cinematography. The Logitech ad “Kevin Bacon Fan: Ivan Cobenk” was honored in Humor and Copywriting. SMUGGLER additionally shared three honors with PSYOP in co-productions for: Xbox Fable III “Revolution,” directed by PSYOP, which was honored for Design; and LG Electronics “Something’s Lurking,” also directed by PSYOP, which was honored for Visual Effects and Animation.
Hungry Man received three honors, all for work directed by Bryan Buckley. American Express’s “Conan-India” was honored for Editorial and Copywriting; VH1’s “Anti-Rockstar” was also honored in Copywriting.
Lance Acord of Park Pictures and Alejandro González Iñárritu of Anonymous Content and Independent Films were the most honored directors in the Show. The Acord-directed Volkswagen spot “The Force” was honored for Advertising Excellence/Single Commercial; Direction, Editorial, Performance/Dialogue, and Next Viral/Web Film. González Iñárritu was recognized for Nike’s “Write The Future,” which earned honors for Advertising Excellence/Single Commercial, Next Integrated Campaign, Direction, Production, and Next Viral/Web Film.
Ringan Ledwidge of SMUGGLER and Noam Murro of Biscuit Filmworks were each honored four times. “After Hours” for Puma, directed by Ledwidge, was honored in Visual Style and Cinematography, while “Kevin Bacon Fan: Ivan Cobenk” received recognition in Humor and Copywriting.
Murro directed Jameson’s “Fire,” which was honored for Production and Production Design, while his “Deliver Hope” for Xbox Halo:Reach was recognized for Visual Effects and Sound Design.
Dante Ariola’s “Parallels” for Jim Beam was honored in three categories – Direction, Visual Style, and Cinematography. The production company was MJZ.
Director Bryan Buckley of Hungry Man was also recognized three times. American Express’s “Conan-India” was honored in Editorial and Copywriting, while VH1’s “Anti-Rockstar” was honored for Copywriting.
Tom Kuntz of MJZ had three honors for Old Spice’s “Questions,” which was honored for Humor, Performance/Dialogue, and was a part of the Next Integrated Campaign “Smell Like A Man, Man.”
PSYOP directed three honored pieces as well: Xbox Fable III “Revolution,” which was singled out for Design; and LG Electronics “Something’s Lurking,” which was honored for Visual Effects and Animation.
On the agency front, Wieden+Kennedy led the pack with 13 honors across offices in Portland, Amsterdam, London and New York. Nike’s “Write The Future” was honored for Advertising Excellence/Single Commercial, Next Integrated Campaign (AKQA also contributed), Production, Direction, and Next Viral/Web Film. The Old Spice piece “Questions” was honored in Humor, Performance/Dialogue, and Next Integrated Campaign. The Old Spice piece “Response Campaign” was honored in Next Viral/Web Film. Chrysler Brand’s “Born of Fire” was honored in Editorial, while Levi’s “To Work” was honored for Agency Art Direction. Nokia’s “World’s Smallest Stopmotion Character” was honored for Animation, while Nokia’s “Don’t Fence Me In” received a nod for Musical Arrangement.
BBDO New York was honored five times. FedEx’s “Exchange Student” was honored for Performance/Dialogue. The AT&T ad “Whole New World” was recognized for Animation, while AT&T’s “Birthday” was singled out in Design and Agency Art Direction. GE’s “Visible You” was tapped in Next Experiential.
Deutsch LA received five honors for Volkswagen’s “The Force” – Advertising Excellence/Single Commercial, Direction, Production, Editorial, and Next Viral/Web Film.
TBWAChiatDay received five honors for from its offices in New York and Los Angeles. Jameson’s “Fire” was honored for Production and Production Design, while Activision Call of Duty’s “There’s A Soldier An All of Us” was honored for Production. Gatorade’s “Gatorade Has Evolved” was honored for Original Music, and Gatorade’s “REPLAY Season 2” was singled out in Next Product Integration.
Y&R rounded out the agencies receiving five honors for work from its offices in New York and Chicago. LG Electronics’ “Something Lurking” was honored for Animation and Visual Effects, while VH1’s “Anti-Rockstar” was recognized for Copywriting. The Domestic Violence Hotline’s “Domestic Violence Hotline PSA” was honored for Musical Arrangement, and the New York Post’s “Headless Body in Topless Bar” was recognized in Next Product Integration.
Mother, through its offices in New York and London, was honored in four categories. “Kaleidoscopic Fashion Spectacular” for Target was recognized for Next Integrated Campaign and Next Experiential. The Stella Artois ad “Le Apartomatic” was honored for Production Design, while Match.com’s “Piano” was honored for Advertising Excellence/International.
Agencytwofifteen, Goodby, Silverstein & Partners, and Strawberry Frog each received three honors. Agencytwofifteen’s honors were for “Revolution,” for Xbox Fable III (Design); and Xbox Halo:Reach “Deliver Hope” (Visual Effects and Sound Design).
Goodby received its honors for Logitech’s “Kevin Bacon Fan: Ivan Cobenk” which was recognized in Humor and Copywriting, and the iPhone App “Dali Museum” which was honored for Next Apps.
Strawberry Frog earned its honors for Jim Beam’s “Parallels” in Direction, Visual Style and Cinematography.
For the first time ever, the Show has included a Curators Recognition for Copywriting for the ads Chrysler Brand “Born of Fire”; Levi’s “To Work”; and Puma’s “After Hours”. This is a relatively new addition to the Show, added to the bylaws by the Board of Governors so that the Curatorial Committee (by unanimous vote) may recognize work not entered in a category that they feel exemplifies the craft it is selected for.
The AICP Show reel features custom-designed graphics by Brand New School, and an original score by Sacred Noise. The Show Sponsor piece was created by Paranoid, with music by Sacred Noise.
Over 300 judges from across the country, and a Curatorial Committee comprised of distinguished members of the industry from advertising agencies, production companies, editorial companies, and many others, selected the honored work. A separate panel of leading-edge creative practitioners, chaired by David Droga, Founder/Creative Chairman, Droga5, selected the Next Awards winners.
On display the evening of the Show is a motion-activated installation that will allows guests to view selections from the past 20 years of the Show. The installation was designed and developed by Brand New School, and its School of Interactive Media. McCann Systems created the video equipment design and fabrication. The installation is displayed on Christie MicroTiles.
The AICP Show sponsors help make the Show possible. AICP’s Partners, who support all AICP events throughout the year, are: CAPS Universal and NBC Universal. Its Supporting Partner is Eastman Kodak. The Show Corporate Leader is the Directors Guild of America (DGA). The Corporate Benefactors are: Advertising Age, American Airlines, Aspen Travel, Brand New School, Creativity, IDC, Istros Media Corporation, The London Hotels, McCann Systems, Nice Shoes, Nice Spots, Sacred Noise, SHOOTMagazine/SHOOTonline, and SourcEcreative. Corporate Patrons: Arenson Prop Center; Autodesk, CO-PILOT; Entertainment Partners; Frankfurt Kurnit Klein & Selz; Hello World Communications; Paranoid; PES Payroll; SHOTS, Sony Pictures Studios, Spot Welders, and VCU Brandcenter.
After its debut at MoMA, the Show goes on tour across the United States and abroad. The Show will screen in Los Angeles on July 27th; in San Francisco on September 20th; in Minneapolis on October 10th; and in Dallas on October 19th. The dates for Chicago, Richmond, Atlanta, and Miami will be posted on aicp.com as they become available. Further information is available at www.aicpshow.com or by calling 212-929-3000.
2011 AICP SHOW FACTS
Production Companies
On Honored Spots
8 Honors—MJZ
Next Integrated Campaign—Old Spice “Smell Like A Man, Man Integrated Campaign
Production—Activision Call of Duty “There’s a Soldier In All of US”
Direction—Jim Beam “Parallels”
Visual Style—Jim Beam “Parallels”
Cinematography—Jim Beam “Parallels”
Humor—Old Spice “Questions”
Performance/Dialogue—Old Spice “Questions”
Sound Design—DirecTV “Robots”
5 Honors—Park Pictures
Advertising Excellence/Single Commercial—Volkswagen “The Force”
Direction—Volkswagen “The Force”
Editorial—Volkswagen “The Force”
Performance/Dialogue—Volkswagen “The Force”
Next Viral/Web Film—Volkswagen “The Force”
5 Honors—Independent Films London, Anonymous Content
Advertising Excellence/Single Commercial—Nike “Write The Future”
Next Integrated Campaign—Nike “Write The Future”
Production—Nike “Write The Future”
Direction—Nike “Write The Future”
Next Viral/Web Film—Nike “Write The Future”
4 Honors—Biscuit Filmworks
Production—Jameson “Fire”
Production Design—Jameson “Fire”
Visual Effects—Xbox Halo:Reach “Deliver Hope”
Sound Design—Xbox Halo:Reach “Deliver Hope”
4 Honors—SMUGGLER
Visual Style—Puma “After Hours”
Cinematography—Puma “After Hours”
Humor—Logitech “Kevin Bacon Fan: Ivan Cobenk”
Copywriting—Logitech “Kevin Bacon Fan: Ivan Cobenk”
3 Honors—Hungry Man
Editorial—American Express “Conan-India”
Copywriting—American Express “Conan-India”
Copywriting—VH1 “Anti-Rockstar”
3 Honors—PSYOP, SMUGGLER (co-production)
Design—Xbox Fable III “Revolution”
Visual Effects—LG Electronics “Something’s Lurking”
Animation—LG Electronics “Something’s Lurking”
2 Honors Each
@radical.media
Gorgeous@Anonymous Content
Harvest Films
Mother New York
Moxie Pictures
Rabbit
1 Honor Each
@radical.media, B-Reel Films (co-production)
Aardman Animations
Academy Films
Anonymous @ Exit Films
Anonymous Content
B-Reel Films
Blind
Boxer
Brandfirst
Don’t Act Big
Drive Thru TV
Epoch Films
FOX Sports Net
Hipstamatic
Local Projects
O Positive
PSYOP
PYTKA
Serial Pictures
SKUNK
The Mill, NY
Directors
On Honored Spots
5 Honors—Lance Acord
Direction—Volkswagen “The Force”
Editorial—Volkswagen “The Force”
Performance/Dialogue—Volkswagen “The Force”
Advertising Excellence/Single Commercial—Volkswagen “The Force”
Next Viral/Web Film—Volkswagen “The Force”
5 Honors—Alejandro González Iñárritu
Advertising Excellence/Single Commercial—Nike “Write The Future”
Next Integrated Campaign—Nike “Write The Future”
Production—Nike “Write The Future”
Direction—Nike “Write The Future”
Next Viral/Web Film—Nike “Write The Future”
4 Honors—Ringan Ledwidge
Visual Style—Puma “After Hours”
Cinematography—Puma “After Hours”
Humor—Logitech “Kevin Bacon Fan: Ivan Cobenk”
Copywriting—Logitech “Kevin Bacon Fan: Ivan Cobenk”
4 Honors—Noam Murro
Production—Jameson “Fire”
Production Design—Jameson “Fire”
Visual Effects—Xbox Halo:Reach “Deliver Hope”
Sound Design—Xbox Halo:Reach “Deliver Hope”
3 Honors—Dante Ariola
Direction—Jim Beam “Parallels”
Visual Style—Jim Beam “Parallels”
Cinematography–Jim Beam “Parallels”
3 Honors—Bryan Buckley
Editorial—American Express “Conan-India”
Copywriting—American Express “Conan-India”
Copywriting—VH1 “Anti-Rockstar”
3 Honors—Tom Kuntz
Humor—Old Spice “Questions”
Performance/Dialogue—Old Spice “Questions”
Next Integrated Campaign—Old Spice “Smell Like A Man, Man Integrated Campaign
3 Honors—PSYOP
Animation—LG Electronics “Something’s Lurking”
Design—Xbox Fable III “Revolution”
Visual Effects—LG Electronics “Something’s Lurking”
2 Honors Each
Chris Milk
Legs Media
Paul Santana
Peter Thwaites
Rupert Sanders
1 Honor Each
Baker Smith
Dave Meyers
Eben Mears
Eric Baldwin, Jason Bagley, Craig Allen, Eric Kallman (co-directors)
Frank Todaro
Garth Davis
Harvest Films
Jim Jenkins
Joe Pytka
John Hillcoat
Loren Mendell
Phil Morrison
Malcolm Venville
Matt Dilmore
Me and Bob
Robert Groenwold
Roger Sackett
Samuel Bayer
Si & Ad
Sumo Science
Vanessa Marzaroli
Wes Anderson, Roman Coppola (co-directors)
Most Honored Advertising Agencies
13 Honors—Wieden+Kennedy
Next Integrated Campaign—Old Spice “Smell Like A Man, Man Integrated Campaign
Next/Integrated Campaign—”Write The Future” (with AKQA)
Advertising Excellence/Single Commercial—Nike “Write The Future”
Editorial—Chrysler “Born of Fire”
Humor—Old Spice “Questions”
Performance/Dialogue—Old Spice “Questions”
Agency Art Direction—Levi’s “To Work”
Next Viral/Web Film—Old Spice “Response Campaign”
Production—Nike “Write The Future”
Direction—Nike “Write The Future”
Next Viral/Web Film—Nike “Write The Future”
Animation—Nokia’s “World’s Smallest Stopmotion Character”
Musical Arrangement—Nokia’s “Don’t Fence Me In”
5 Honors—BBDO New York
Performance/Dialogue—FedEx “Exchange Student”
Animation—AT&T “Whole New World”
Design—AT&T “Birthday”
Agency Art Direction—AT&T “Birthday”
Next Experiential—GE “Visible You”
5 Honors—Deutsch LA
Direction—Volkswagen “The Force”
Editorial—Volkswagen “The Force”
Performance/Dialogue—Volkswagen “The Force”
Advertising Excellence/Single Commercial—Volkswagen “The Force”
Next Viral/Web Film—Volkswagen “The Force”
5 Honors—TBWAChiatDay
Production—Jameson “Fire”
Production Design—Jameson “Fire”
Original Music—Gatorade “Gatorade Has Evolved”
Next Product Integration—Gatorade “REPLAY Season 2”
Production—Activision Call of Duty “There’s A Soldier In All Of Us”
5 Honors—Y&R
Animation—LG Electronics “Something’s Lurking”
Visual Effects—LG Electronics “Something’s Lurking”
Copywriting—VH1 “Anti-Rockstar”
Musical Arrangement—Domestic Violence Hotline “Domestic Violence Hotline PSA”
Next Product Integration—New York Post “Headless Body in Topless Bar”
4 Honors—Mother
Next Integrated Campaign—Target “Kaleidoscopic Fashion Spectacular”
Next Experiential—Target “Kaleidoscopic Fashion Spectacular”
Production Design—Stella “Le Apartomatic”
Advertising Excellence/International—Match.com “Piano”
3 Honors—agencytwofifteen
Design—Xbox Fable III “Revolution”
Visual Effects—Xbox Halo:Reach “Deliver Hope”
Sound Design—Xbox Halo:Reach “Deliver Hope”
3 Honors—Goodby, Silverstein & Partners
Humor—Logitech “Kevin Bacon Fan: Ivan Cobenk”
Copywriting—Logitech “Kevin Bacon Fan: Ivan Cobenk”
Next Apps—iPhone App “Dali Museum”
3 Honors—Strawberry Frog
Direction—Jim Beam “Parallels”
Visual Style—Jim Beam “Parallels”
Cinematography—Jim Beam “Parallels”
2 Honors Each
Droga5
Grey, NY
Milk+Koblin
Mother London
Mother New York
Ogilvy New York
R/GA
Stop The Traffik
1 Honor Each
AKQA
AKQA and Wieden+Kennedy
Arnold Worldwide
BBH London
BBH New York, Google Creative Lab
Leo Burnett Chicago
Local Projects
MUH-TAY-ZIK | HOF-FER
Preston Kelly
Publicis Mojo, Sydney
The Martin Agency
Most Honored Brands
7 Honors—Nike
6 Honors—Volkswagen
4 Honors—Old Spice
3 Honors—AT&T
3 Honors—Jim Beam
2 Honors Each
American Express
Gatorade
iPhone Apps
Jameson
LG Electronics
Logitech
Nokia
Puma
Stop The Traffik
Target
truth
Xbox Halo:Reach
1 Honor Each
Activision Call of Duty
Allstate
Arcade Fire
Audi
Chrysler
Coke
DirecTV
Domestic Violence Hotline
FedEx
GE
Geico
Google
Levi’s
LGi
Match.com
New York Post
NFL
Stella Artois
The Johnny Cash Project
VH1
Xbox Fable III
YMCA
>Most Honored Product Categories
12 Honors—Apparel
(Nike-7, Puma-2, Target-2, Levi’s-1)
10 Honors—Electronics
(AT&T-3, LG Electronics-2, Logitech-2, Nokia-2, DirecTV-1)
8 Honors—Automotive
(Volkswagen-6, Audi-1, Chrysler-1)
6 Honors—Spirits
(Jim Beam-3, Jameson-2, Stella Artois-1)
5 Honors—Communications Technology
(iPhonne Apps-2, Google-1, LGi-1, Match.com-1)
5 Honors—Health/Personal Care
(Old Spice-4, YMCA-1)
5 Honors—Public Service Announcement
(Stop The Traffik-2, truth-2, Domestic Violence Hotline-1)
4 Honors—Video Games
(Xbox Halo:Reach-2, Activision Call of Duty-1, Xbox Fable III-1)
3 Honors—Beverages
(Gatorade-2, Coke-1)
2 Honors Each
Credit Cards/Banking (American Express-2)
Entertainment/Music (Arcade Fire-1, The Johnny Cash Project-1)
Insurance (Allstate-1, Geico-1)
1 Honor Each
Healthcare Technology (GE-1)
Media (New York Post-1)
Shipping Services (FedEx-1)
Television (VH1-1)
Further information is available at www.aicpshow.com or by calling 212-929-3000.
ABOUT AICP
Founded in 1972, AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5 billion-plus industry by: disseminating information; representing the production industry within the advertising community in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production.
