Microsoft Xbox 360’s “Jump Rope” directed by Frank Budgen of Gorgeous, London, and bicoastal Anonymous Content for McCann Erickson, San Francisco, and 72 and Sunny, El Segundo, Calif., scored a precedent-setting twin coup at the American Advertising Federation’s (AAf) ADDY Awards competition. For one, the spot copped the national ADDY Best of Show honor. And “Jump Rope” then made history as the first Best of Show winner to garner the ADDY Mosaic Award for multicultural advertising.
The high-energy “Jump Rope” shows people of all ages, ethnicities and skill levels participating in double Dutch jump rope. The feel-good spot is an invitation to viewers to “Jump In,” join in and enjoy games on Xbox 360.
“The extreme double Dutch jump rope jam metaphorically captures the excitement and social aspect of the new generation Xbox 360,” said Mark Tutssel, worldwide chief creative officer, Leo Burnett, and chairman of the 2006 ADDY Awards. “It was shot completely in camera in one take. This is a beautifully crafted piece of work, and the soundtrack is inspired.
Scott Duchon and Geoff Edwards from McCann were group creative directors on “Jump Rope,” along with 72 and Sunny’s John Boiler and Glenn Cole. Duchon and Edwards additionally served as copywriter and art director, respectively.
TAXI
The other big winner at the ADDY competition, taking the coveted Best of Show International honor was a Viagra campaign for Pfizer Canada consisting of the spots “Golf,” “Office,” “Coach” and “Elevator,” out of Toronto agency Taxi.
The humorous Viagra commercials were directed by Joachim Back via The Partners’ Film Company, Toronto. (Beck, who’s based in New York, is repped in the U.S. by Park Pictures, New York.) The Viagra fare is no stranger to the industry winners’ circle. Last year the spots “Golf,” “Office” and “Couch” collectively garnered a Gold Lion at the Cannes International Advertising Festival.
The spots feature people in relatively normal situations, such as playing golf, taking a coffee break and speaking at a press conference. In each scenario, the dialogue turns into what we assume is talk about the speaker’s sexual prowess. We’ll never know exactly what the character is saying though as his voice is replaced with a long beep and a Viagra pill superimposed over his mouth.
The ADDY Awards were bestowed upon recipients during a gala ceremony on Sunday, June 11, in San Francisco. For a full list of honorees, log onto www.addycompetition.com.
Headquartered in Washington, D.C., the AAF trade association represents 50,000 professionals in the advertising industry. The AAF maintains a national network of 200 ad clubs located in communities across the U.S.
Edward Lachman Wins American Society of Cinematographers Award For “Maria”
The American Society of Cinematographers (ASC) held its 39th annual ASC Awards on Sunday night (2/23) at the Beverly Hilton with Edward Lachman, ASC earning the marquee theatrical feature film honor for Maria. In his acceptance remarks, Lachman thanked, among others, director Pablo Larrain and actor Angelina Jolie who portrayed Maria Callas. Lachman noted that this was his second film with Larrain whom he described as “a cinematographer himself” in terms of how he thinks about images and camera movement. Lachman also hailed Jolie’s performance for capturing the spirit and heart of Callas. Lachman said he found Callas’ story inspiring, sharing that she suffered from an autoimmune disease the last 20 years of her life, but continually fought for perfection to become one of the greatest artists and opera singers of all time. He said her life is motivation for artists to rise above their circumstances to create and express themselves through their art. This marks Lachman’s first ASC Award win in a theatrical or television category. He was previously nominated for Far From Heaven (2003), Mildred Pierce (2011), Carol (2016) and El Conde (2024, Lachman's first film with director Larrain). Lachman was honored with the ASC’s Lifetime Achievement Award in 2017. The 39th ASC Outstanding Achievement Awards also honored Jomo Fray for Nickel Boys in the Spotlight Award category, which recognizes stellar cinematography in independent, foreign or art-house type/festival films. Michael Dweck and Gregory Kershaw topped the documentary category for Gaucho Gaucho. ASC Award winners in television were Robert Elswit, ASC for Ripley, Sam McCurdy, ASC, BSC for Shōgun, and Richard... Read More