A campaign for FOX/Liberty Networks by Fallon McElligott, New York, was the big winner at last week’s (5/11) 24th annual One Show Awards ceremony in New York, picking up Best of Show and six Pencils for collective and individual spots (three Gold, two Silver and one Bronze). Directed by Frank Todaro of bicoastal/ international @radical.media, the humorous FOX/Liberty fare employs supposedly normal scenarios to show that no matter what you are saying, the only things a man hears are sex, sports, beer and pizza.
Jamie Barrett, executive creative director, Fallon McElligott, New York, who was also an awards judge, said there were a lot of intelligent and creative TV spots coming out of America and he was glad to be part of that One Show-recognized body of work. Barrett also said that while the trend towards humor spots continued this year, it was good to see some non-comedy spots being recognized and described the Guinness cinema spot "Surfer," directed by Jonathan Glazer of Academy Films, London, via Abbott Mead Vickers BBDO, London, as purely magical filmmaking. The ad picked up Gold in the cinema category.
Portland, Ore. based Wieden+Kennedy, (W+K) picked up several Pencils for Nike and Miller High Life work, including Gold in the over :30 single category for Nike’s "The Morning After" directed by Spike Jonze of bicoastal/international Satellite, and Bronze in the :30 single category for Nike’s "Hackeysack" directed by Doug Liman of Propaganda Independent, Hollywood. (Liman has since joined bicoastal RSA Independent.) Miller High Life spots directed by @radical. media’s Errol Morris garnered two Golds and two Silvers. The agency also won a Bronze Pencil for the Stamps. com work directed by Joe Pytka of PYTKA, Venice, Calif.
A campaign conceived by Cliff Freeman and Partners, New York, for Budget Rent A Car, directed by Dante Ariola of bicoastal/international Propaganda Films, was also popular with the judges, winning Gold for "Propulsion" in the :30 single category; Gold in the multimedia category and Bronze for "Aromatherapy", "Climb" and "Propulsion" in the :30 campaign category.
Hungry man director Bryan Buckley was behind several award-winning spots including "TriMount Studios," "Basketball" and "Broker" for E*trade via Goodby Silverstein & Partners, San Francisco, which won Silver in the over :30 campaign category; "Old Man," "Feng Shui" and "Classroom" for OnHealth.com via TBWA/Chiat/ Day, Los Angeles, which won Silver in the :20 and under campaign category and FOX Sports’ "Locker Room" for Cliff Freeman and Partners, which won Bronze in the :30 single category, as well as Bronze in the multimedia campaign category.
Buckley said he was excited by the number of awards he received but was particularly pleased that they were given out across a range of campaigns. "The fact that there were three different campaigns recognized makes this my best year in terms of awards. You look at every campaign as a challenge and try and differentiate from the next one."
A rundown of One Show winners in the television portion of the competition follows: