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.
Director Ben Steiger Levine Joins Lord Danger For U.S. Spot Representation
Lord Danger, the creative production company that’s part of the Monstera Group, has added director Ben Steiger Levine to its talent roster for U.S. commercial representation. He joins a Lord Danger directorial lineup which includes Mike Diva, Cache Bunny, MP Curtet, and Parker Seaman.
Steiger Levine shared that he was drawn in part to Lord Danger in that it’s a small, close-knit group of creative pros producing standout work. “They’re not a huge fish but rather a stealthy, nimble piranha made of beautiful rainbow colors that can adapt on a dime and devour,” Steiger Levine said. “All the directors on the roster have a voice. Lord Danger makes original images. Images with impact. Maintaining voice all while effectively selling products is the killer combination that makes work iconic, and this is Lord Danger’s priority.”
Known for his flair for design and visual effects, complemented by his strengths as a storyteller, Steiger Levine burst onto the scene after earning a slot in the 2009 Saatchi and Saatchi New Directors’ Showcase unveiled at the Cannes International Festival of Creativity. He was also named a Young Gun by the Art Directors Club. Prior to joining Lord Danger, Steiger Levine was most recently with production house Greencard.
His reel includes a visually arresting campaign for Jack Links, a campaign for Core Water featuring actress Hailee Steinfeld, work for Nintendo, and the oddly-moving “Intolerance” project for Natrel, the Canadian lactose-free dairy product line, which uses a faux documentary to tell the story of a giant of a man who owes his status to drinking Natrel milk. The effect of a towering man in his too-small house was achieved without any CGI, just using in-camera tricks and compositing. Steiger... Read More