By MILLIE TAKAKI
Mercedes-Benz-via both its former agency and successor ad shop-topped the television portion of the fifth annual International Automotive Advertising Awards (IAAA) held on Jan. 12 at the Royal Oak Music Theatre.
Ironically, "Artists," the last Mercedes ad to come out of Lowe & Partners/SMS (now Lowe Lintas & Partners), New York, before the account shifted over to Merkley Newman Harty, New York, was named best of show at the IAAA competition. Directed by Gerard de Thame via bicoastal HSI Productions and London-based Gerard de Thame Films, "Artists" opens on an assembly line factory set to Johann Strauss’ "Blue Danube Waltz." The cars in production progress in sync with each musical movement, and the factory itself, cast in cool blue tones, has a surreal feel. Slowly, the camera reveals that one of the workers on the assembly line is Pablo Picasso. As the tension in the waltz mounts, we see a welder who takes off his protective mask, uncovering the face of Salvador Dali. The commercial continues in this vein, featuring such masters as Vincent Van Gogh, Andy Warhol, Leondardo da Vinci, Rembrandt and Henri de Toulouse-Lautrec creating what is perceived to be a perfect piece of art: the new Mercedes S-Class.
"Artists" also took an IAAA Gold Award in the brand/full line TV category, and teamed with two other Mercedes spots from Lowe-"Peter Pan," directed by Mehdi Norowzian of bicoastal/ international Chelsea Pictures and London-based Joy Films; and "Words," a stock footage tour de force researched and cleared by New York-based Second Line Search-to win a TV Gold for best campaign. "Words" additionally copped a Gold in the luxury passenger cars category.
Meanwhile, Merkley Newman Harty garnered a TV Gold for the Mercedes spot "Gang" in the passenger sport cars category. "Gang" was also helmed by Norowzian through Chelsea.
The unifying element in the Mercedes spots honored by the IAAA was the core creative team: Lowe group creative heads Andy Hirsch, Marty Orzio and Randy Saitta, who later became executive creative directors at Merkley Newman Harty.
Rounding out the TV Gold recipients were Volkswagen’s "Synchronicity," directed by de Thame of HSI and Gerard de Thame Films for Arnold Communications, Boston; and Porsche’s "Crossing," helmed by Jeff Zwart of bicoastal/international @radical.media for Carmichael Lynch, Minneapolis. "Crossing" won in the passenger sports car category, while "Synchronicity" earned a Gold for best spot promoting a sub-compact automobile.
William Ludwig, vice chairman and chief creative officer at Campbell-Ewald Advertising, Warren, Mich., served as chairman of IAAA judges. Vice chairman of judges was Jeremy Craigen, director of creativity at BMP DDB, London.
A comprehensive special section on IAAA TV winners will be presented in the March 3rd edition of SHOOT.
Endeavor Group Sells Professional Bull Riders, On Location and IMG To Parent of WWE and UFC
The parent company of WWE and UFC is buying Professional Bull Riders, On Location, and IMG from Endeavor Group in an all-stock deal valued at $3.25 billion.
The deal is part of Endeavor's efforts to shed some of its assets as it looks to be taken private in a proposed transaction with private equity firm Silver Lake, which was announced in April. Ariel Emanuel, who serves as CEO of Endeavor, is also executive chair and CEO of TKO.
Professional Bull Riders is a bull riding league that has more than 200 annual live events, approximately 1.25 million fans, and reaches more than 285 million households in more than 65 territories. On Location is live event company for more than 1,200 sporting events, such as the Super Bowl, Ryder Cup and NCAA Final Four. IMG is a distributor and producer of sports content, packages and sells media rights and brand partnerships, and provides consulting, digital services and event management to clients such as the National Football League and National Hockey League.
Parent company TKO Group said Thursday that the acquisition from Endeavor Group will complement its existing businesses as well as broaden its reach in the premium sports market.
"PBR, On Location, and IMG are industry-leading assets that meaningfully enhance TKO's portfolio and strengthen our position in premium sports globally," TKO Chief Operating Officer Mark Shapiro said in a statement. "Within TKO, they will help power the growth of our revenue streams and position us to capture even more upside from some of the most attractive parts of our sports ecosystem: media rights, live events, ticket sales, premium experiences, brand partnerships, and site fees."
As part of the deal, Endeavor will receive about 26.14 million common units of TKO... Read More