The Creative Circle Ad of the Month results for October 2011, including the quarterly digital category, have been announced and, according to chairperson Alistair King, it's been a long time since he's seen so many good ads in the TV category, so much so that some excellent ads didn't even make the top three. Meanwhile, Digital had a strong quarter, with 40 submissions.
"It really does seem like the standard of Film in South Africa is on a sudden rise and that can only be good news for our industry," says King.
|Print||1. Land Rover/Defender "Cloud Collector" - Y&R SA|
|2. Independent Newspapers/Career Times "Chef/Army/Business/Doctor" - Lowe Bull Cape Town|
|3. Toys R Us/Panado Infant Drops "Grannies/Photo Maniacs" - Ireland/Davenport|
|TV/cinema||1. Ndalo Media/Destiny Man "iphone/Whiskey/Investments" - Net#work BBDO|
|2. Organ Donor Foundation "Leila" - Lowe Bull Cape Town|
|3. Distell/Oude Meester "To the Masters" - 140 BBDO|
|3. Nando's/Tangy Tomato Flavour "9 out of 10" - Black River FC |
|Radio||1. Mars Food/Snickers "That's What She Said" - 140 BBDO|
|2. Gidani/Powerball "Stadium/Airline/Restaurant" - Draftfcb Johannesburg|
|2. GPS - Creative/Personalised GPS Voices "Malema" - Lowe Bull Cape Town|
|3. Reckitt Benckiser/Target Mortein - Nasty Creatures "Spinekaan/Spidicket,Kakkerkiet/Cockquito" - Euro RSCG|
|Digital||1. Good Hope FM "Mobile Band" - 140 BBDO|
|2. FNB/Online Branded Game "Kruger Gold Rush" - Gloo|
|2. Hyundai/Accent "Accent" - HelloComputer/The Jupiter Drawing Room (Cape Town)|
|3. Unilver/Shield "Bok Wake-Up Calls" - The Jupiter Drawing Room (Cape Town)|
|October 2011 judges||Digital judges|
|Alistair King, King James (chair)||Andrea Mitchell, Digivox|
|Gordon Ray, M&C Saatchi Abel||Mark Tomlinson, HelloComputer|
|Darren McKay, The Greenhouse||Emma Carpenter, Quirk|
|Aaron Harris, Draftfcb||Pete Case, Gloo|
|Sammy-Jane Thom, Saatchi & Saatchi||Matt Ross, DDB/Tribal DDB|
|Peri van Papendorp, Ogilvy||Nicholas Wittenberg, Ogilvy Interactive|
|Mike Pearson, 140 BBDO||Adam Whitehouse, Native|
|Lucas van Vuuren, The Jupiter Drawing Room|
|Gavin Williams, FoxP2|
|Brendan Hoffman, Lowe Bull|
|Category||October 2011 chair comments|
|General||There was a fair amount of debate around entry strategy. Quite a few ads, in a number of categories, might have done better, had they been entered as single entries. The judging process unfortunately doesn't allow the judges to separate weak elements from the strong ones before judging, so thinking carefully about your campaign before entering is encouraged. There weren't a lot of entries this month, with only four entries in Outdoor. This category was therefore carried over till the following month. The winners were all very close in all of the categories, with a mere vote separating most of the places. Congratulation to all the winners.|
|Print||Not many entries this month, but a high standard nonetheless. One judge commented that it is great to see Land Rover up in the winners again. A simple, yet elegant ad titled "Cloud Collector". One of the runners-up was unfortunately disqualified after it was discovered that it was strikingly similar to a Cannes award-winning ad from Dubai.|
|TV/cinema||It's been a long time since I've seen so many good ads in the TV category of Ad of the Month. It really is a tough month to have entered and some excellent ads didn't even make the top three. It really does seem like the standard of Film in South Africa is on a sudden rise and that can only be good news for our industry. The winning campaign by Destiny Man was regarded as a nice, fresh departure from what normally wins in TV. Judges really enjoyed the local flavour of the campaign and its strong performances. It managed to push out some real blockbusters so small budgets prevail on this day.|
|Radio||Not a particularly good month for Radio, but those that made the top three are all worth going through to Ad of the Year. The winning commercial comes from a campaign that has done well in the past: Mars Food Snickers "That's what she said".|
|Digital||Emma Carpenter: This was a strong quarter with 40 submissions and it was refreshing to see a purely mobile execution (Mobile Band for Good Hope FM by 140 BBDO) bagging first place for its original concept and interactivity.|
The entries that tied for second place (Hyundai Freedrive Website by Hello Computer/The Jupiter Drawing Room CT and The Kruger Goldrush Game for FNB by Gloo Digital Design) demonstrated that humour and pixel-perfect art direction also attract the judges' votes. Third placed Bok Wake-Up Calls for Shield by The Jupiter Drawing Room CT was selected for its combination of idea and relevance to the brand. Spot on.
This quarter, the judges met to deliberate the entries and it's worth noting that all winning submissions were accompanied by succinct entry videos and background info which communicated the idea, execution and relevance with clarity.
For more judges' comments, go to www.adlip.co.za.
The Creative Circle Ad of the Month is sponsored by Primedia Unlimited, a supporter of South Africa's creative industry across all genres.