Ground Zero, Marina del Rey, Calif., garnered the best-of-show Sweepstakes honor in the Advertising Club of Los Angeles’ 35th annual Belding Awards competition. The agency won on the strength of an ESPN NFL pre-season campaign consisting of the TV spots "Baby," "Turkey" and "Doggie Dad," directed by Marcus McCollum via Fusion Films, Santa Monica.
The Ground Zero creative ensemble included creative directors Court Crandall and Kirk Souder, art director Paul Foulkes, copywriter Tyler Hampton, and producer Heidi Hawkings. The ESPN spots also earned a Belding Bowl, topping the TV campaign, three commercials, any length, category. And "Doggie Dad" won a Belding Bowl as best single, low-budget spot.
Ground Zero’s ESPN.com spot "Kathi With An ‘I’" garnered two other Bowls in the television portion of the competition. Named best media promotion commercial, "Kathi With An ‘I’" was also part of an overall package that included television and print, topping the complete campaign category. Ground Zero’s Crandall and Souder were creative directors, teaming with art director Jeff Church, copywriter Steve McElligott and agency producers Hawkings and Dan Tarver. The spot—which took a humorous look at the fictional Web site Kathicam.com—was directed by Jesse Peretz of X-Ray Productions, bicoastal and Chicago.
The only other agency to win more than one Belding Bowl in television was Adelante/DGWB, Irvine, Calif. That shop turned out the Ugly Duckling Used Car Sales spots—"Grampa," "Tow Truck" and "Lucky Day"—which topped the Hispanic automotive campaign category. And "Lucky Day" won for best Hispanic automotive services commercial. The agency ensemble included creative director/art director Jon Gothold, creative director/copywriter/producer Eduardo Cortes and producer Anthony LoFranco. The spots were directed by Jarl Olsen via Fuel, Santa Monica. (Olsen is now with Milk Bar, Santa Monica.)
Saatchi & Saatchi L.A., Torrance, Calif., created Toyota’s "Family Reunion," which earned Belding distinction as the best single car commercial. Creative directors were Steve Rabosky, Matt Bogen and Stan Toyama. Rohitash Rao was the art director with Greg Collins serving as copywriter. Agency producer was Richard Bendetti. "Family Reunion" was helmed by the directing duo Joe Public of bicoastal Headquarters.
WongDoody, Santa Monica, garnered a Belding Bowl in the single commercial, miscellaneous, category for the Advertising Professionals of America’s "Doctor." The ad agency also served as production house on the project. The team included creative director Tracy Wong, art directors/copywriters Tor Myhren and Don McKinney, and producer Brian O’Rourke. The spot consisted of outtakes from casting audition tapes.
Also serving in a hybrid agency/production house role was Los Angeles-based G+M Plumbing on THQ’s "Tuck ‘N Roll," which was named best toys/ games commercial. Creative director/art director/copywriter/director was Glenn Miller. Mickey Taylor was creative director/art director/writer. Agency producer was Wendy Core.
And al Punto Advertising, Tustin, Calif., rounded out the Belding TV Bowl winners with IHOP’s "Drive Thru," "Reporter" and "ATM," which collectively topped the Hispanic fast food/restaurants/retail food outlet category. Creative director/ copywriter was Eduardo Bottger, who teamed with art director Joshua Patron, writer Eric Leon and producer Patricio Hodgers. Hugo Pallete directed via Squeak Pictures, Los Angeles.
