Gatorade And adidas Get Gold Stars.
By SANDRA GARCIA
The Advertising Women of New York (AWNY) presented its third annual "The Good, The Bad and the Ugly" awards, which honor advertising that casts women in a positive light and wags its finger at work that doesn’t.
This year’s AWNY list was culled with the help of a survey conducted by research company SmartGirl Internette, New York (www.smartgirl.com), that asked young women ages 12 to 19 how they felt about the way their gender is portrayed in advertising. That 59% of respondents said they’d seen an ad they felt was insulting to women and 55% had seen an ad that made them want to go on a diet accentuated the importance of "The Good, The Bad, and the Ugly" awards.
"The tendency has been to focus on the negative, but that’s not what this show is about. It’s about examining images of women in advertising and taking the temperature," explained ’99 awards co-chairwoman Jane Talcott, an executive VP and creative director at Young & Rubicam, New York. Talcott said she saw a shift in what was considered a "good" message: "It used to be that advertising for women … was all about empowering, and the way a lot of us see it now is that it’s not about pushing to be one thing, but to be free to be anything," observed Talcott. Indeed, this year’s crop of "Goods" were women who worked hard and succeeded at being the best person they could be—themselves. The other awards co-chair was Lynne Collins of Foote, Cone & Belding, New York.
Kick Start
The ’99 "Grand Good" award for best advertising campaign went to Leagas Delaney, San Francisco, for its adidas International campaign for the ’99 Women’s World Cup, "There From The Start." "Keep Out," "No Hands," "First Step" and "Womb Kick" all feature a women’s World Cup player in a then-and-now scenario where soccer players exhibit tremendous abilities for the game at an early age. "Womb Kick," featuring Shannon McMillan, opens to a pregnant woman in ’74 wincing in pain every time her baby kicks. When the father puts his hand on her belly, he quickly pulls it away, spooked by the power behind the kick. Then the scene shifts to current footage of McMillan kicking a soccer ball to kingdom come. All spots were directed by Noam Murro, who at the time was with bicoastal HKM Productions. He has since shifted to Stiefel & Company, Hollywood.
The "Grand Good" for an individual commercial was awarded to a Gatorade spot, "Michael Vs. Mia," out of Foote, Cone & Belding, Chicago, directed by Samuel Bayer of bicoastal Mars Media. In the spot, retired basketball icon Michael Jordan and U.S. women’s soccer player Mia Hamm go head to head in an "Anything You Can Do, I Can Do Better" montage. They face off in basketball, soccer, track, fencing and karate and in most cases, Mia Hamm has the upper hand.
Got It
The annual "They Get It" award was given to Mattel for Barbie’s "Be Anything" spot out of Ogilvy & Mather, New York and Los Angeles, in conjunction with Cole & Weber, Seattle. This commercial features young girls declaring their identities; "I am unstoppable," "I am wise" and "I am the soccer champion of the universe" (apropos given this year’s winners) are among the boldly delivered statements. Directing credit goes to Bob Giraldi of bicoastal Giraldi Suarez Productions.
Other winning ads in the "Good" category were California Fluid Milk Processor Advisory Board’s "Got Milk? Kid Vendors" via Goodby, Silverstein & Partners, San Francisco and directed by Mark Pellington of bicoastal and Chicago-based Crossroads Films; Hallmark’s "Second Chance" and "Working Mother" out of Leo Burnett Co., Chicago, directed by Robert Lieberman of The Lieberman Company, bicoastal (in association with bicoastal Straw Dogs); Noxema’s "Live Clean" through Leo Burnett Co., Chicago, directed by Stephen Würnitzer of Scream, Los Angeles; Amana’s "Dance" via DDB New York, directed by Paula Greif of bicoastal Epoch Films; women. com’s "401K," "Donuts" and "Babysitter," through Citron Haligman Bedecarré, San Francisco, directed by Adam Bluming of Imaginary Forces, Hollywood; Secret’s "All Grrl" via Leo Burnett Co., Chicago, directed by Peter Martinez of bicoastal The End; Rite Aid’s "Firefighter" through MARC Advertising, Pittsburgh and directed by Robert Black with bicoastal Headquarters (Black is now with bicoastal Message); and Nike’s "Dentist," "Date" and "Ledge" through Wieden & Kennedy, Portland, and directed by Mike Mills of The Directors Bureau, Hollywood.
Ugly
The "Grand Ugly" award for a single ad went to Doritos’ "Library," directed by Steve Chase of bicoastal Reactor Films and created by BBDO New York. The ad, promoting Smoky Red BBQ Doritos, opens on a college library filled with frat-boy types. When Ali Landry (Miss USA ’96) walks in wearing a tight, low-cut T-shirt and holding a bag of Doritos, the boys curiously open up umbrellas in sync. As she struts through the library taking bite after sensuous bite of the chips, her "smoking" chips and sexuality sets off the sprinkler system. The drooling masses bow at her feet as a testosterone-driven near riot ensues.
The "Grand Ugly" award for a campaign went to Victoria’s Secret’s in-house agency for its "Body by Victoria" series. The spots, directed by Jeff Madoff of Madoff Productions, New York, are essentially the equivalent of the Victoria’s Secret catalog, only in live action.
Other "Bad" ads included a Michelob spot directed by Tom DeCerchio (then at Nitro Films, now at Los Angeles-based Morton Jankel Zander) via The Leap Partnership, Chicago, that features a guy who calls his girlfriend "Michelob" by accident. Also deemed distasteful was The World Wrestling Federation’s in-house advertising effort entitled "A Day at the Office" directed by Joe Chapura of Big Picture Communications, New York. In it, a WWF spokeswoman talks about how the family-oriented organization never uses sex to sell, while visible in the background are a wrestler and an administrative assistant in an X-rated position. Lastly, a campaign for hotjobs.com via McCann-Erickson, Detroit, directed by Trevor Robinson of Quiet Storm, New York, came under AWNY fire for depicting women in stereotypical roles such as porn stars and secretaries.
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPTยฎ, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia รvila, regional director for Latin America, รgora, Sรฃo Paulo
--Radio... Read More