Guinness’ “noitulovE” (“Evolution” spelled backwards) appears to be winning the survival of the fittest battle thus far this awards season. The spot–which shows two Guinness-drinking guys taking an evolutionary backtrack to prehistoric times–earned Best of Show distinction at the One Show last week in New York. . (The commercial has since garnered two Golds and a Silver at the Clio competition–see separate story.)
The One Show and Clio honors continue a recent track record of industry honors. In February, “noitulovE” won the Visual Effects Society (VES) Award for outstanding effects in a commercial. In April, the spot took the GRANDY.
The Guinness ad was directed by Daniel Kleinman of Kleinman Productions, London, for Abbott Mead Vickers BBDO, London. (Kleinman and director Ringan Ledwidge are in the process of forming their own London-based production company.) Visual effects house on “noitulovE” was Framestore CFC, London.
The One Club also bestowed a Gold Pencil upon “noitulovE” in the consumer TV, over :30 category. Copping Gold in that same category was Carlton Draught’s “Big Ad,” directed by Paul Middleditch of Plaza Films, Sydney, for George Patterson/Y&R, Melbourne.
Among the other major One Show Gold Pencil winners were: Crispin Porter +Bogusky (CP+B), Miami and Arnold Worldwide, Boston, for their joint effort on behalf of the American Legacy Foundation; and CP+B for solo work on its former Mini account (which the agency resigned after taking on Volkswagen duties).
On the latter score, CP+B scored Gold for Midi’s “Counterfeit” in the integrated branding campaign category, and for the “Counterfeit” DVD in the non-broadcast-single category. Bryan Buckley of bicoastal/international Hungry Man directed.
CP+B and Arnold teamed on two Golds for the American Legacy Foundation: one for best public service campaign on the strength of the spots “Fair Enough,” “Fat Boys,” “Urban Hipsters” and “Gumballs”; the other in the single PSA category for “Fair Enough Pilot.” Martin Granger of bicoastal/international Moxie Pictures was the primary director.
Other notable One Show Gold winners included Ameriquest’s “Don’t Judge” campaign directed by Craig Gillespie of bicoastal/international MJZ for DDB Los Angeles; Wieden+Kennedy, London, for Honda’s “Power of Dreams” campaign (including “Dreams” directed by Nick Gordon of Academy, London); and Viagra’s “Golf” helmed by Joachim Back via the Partners’ Film Company, Toronto, for agency Taxi, Toronto. (Back is handled stateside by Park Pictures, New York.)
For a full list of One Show winners spanning Gold, Silver and Bronze, log onto www.oneclub.org
The One Club also announced a new wrinkle in its One Show competition for next year. The One Club is partnering with National CineMedia, a digital content and advertising provider for movie theaters in the U.S., to broaden the One Show non-broadcast category to include a new cinema advertising competition.
The creative community is invited to submit storyboards for a :60 cinema ad beginning in Sept. ’06. The storyboards–which are to address the theme “Larger Than Life”–will be judged by the ’97 One Show jury with the category winner becoming eligible for a Gold Pencil.
National Cinemedia will award the winning concept with production at bicoastal/international RSA Films, and exposure on 4,200 movie screens in 425 theaters across the U.S.
