And the winner is….
By Mike Gange
It was about this time last year that some major awards were handed out, for some of the best of our popular culture, but you might not know much about it. The 2010 Marketing Awards were given to the best ads in Canada, as judged by the marketers themselves. That was the first week of July, 2010.
An ad for Viagra took home the award called “Best of Show.” You might remember it with the man who says his wife used to take him Antique hunting, but since his discovery of Viagra, that doesn’t happen so much anymore. It was produced by an agency called Taxi, which is a remarkable story in itself. (The agency name comes from the concept that the team meeting with the clients does not have to be any more people than those who could fit into one taxi.)
According to the web site dedicated to marketing, http://www.marketingmag.ca/creative/2010-marketing-awards-winners-3523
nearly 30 of the ads we find so commonplace in our daily lives were recognized as outstanding ads in Canada.
For media studies teachers, this web-site will be a gold mine. Getting credit for the ad for Viagra, for instance, are more than 18 people. The average person might think these commercials are simple, easy to achieve, just focus the camera, point and shoot. But the web site shows those involved in every winning ad, and it’s always a long list of highly credentialed professionals.
Now you should know, this web page isn’t pretty. In fact, it’s plain-jane, and one expects more from marketers. It is enlightening, however, and it’s fun to see which ads won.
How do these ads get nominated? By the agency that made them, of course. A winning award is their badge of success. It’s their calling card. It’s their future. You would expect them to sing about it, in the same way the Oscars, the Academy Awards, sell their own best movies.
Any time now, we should see who won for 2011.
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Canadian Advertisings “Best of Show”
Title: Antiquing/Strolling/Reading
Product: Viagra
Client: Pfizer Canada Inc.
Agency: Taxi Canada, Toronto
Chief Creative Officer: Steve Mykolyn
Executive Creative Director: Darren Clarke
Art Directors/Writers: Stefan Wegner, Nathan Monteith
Production House: Soft Citizen/Furlined
Director: The Perlorian Brothers
Editors: Brian Wells, Mark Lutterman
Sound Design: Clive Desmond, Silent Joe
VP, Integrated Production: Cynthia Heyd
Executive Producers: Eva Preger, Link York, Diane McArter, David Thorne
Production House Producer: Scott Craig
Video Post-Production: School Editing
Executive Producer: Sarah Brooks, School Editing
Cinematographer: Marten Tedin
Account Directors: Christopher Andrews, Rob Feightner
Agency Planner: Adam Collins
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