CDF - Ad of the Year 2002

Members of the Creative Directors Forum judge the CDF Ads of the Year for 2002 from the winners of the CDF Ads of the Month, from January 2002 to December 2002.

Comments by Ross Chowles (Chairperson):

Debate, Debate, Debate. That's what went down during the 2002 Ad of the Year. We debated the fact that one idea won in two categories. We debated the TV winner. Should the winner be great advertising or should it be fresh 'never seen before' advertising.

A good thing debate.

So, here are the winners. Here are my feelings on the general standard. For once, the panel felt that the overall standard of Radio was better than it had been for a long time. This is great news as Radio is an opportunity all over the world. There were lots of innovative Radio ads with competent production values. TV again was littered with high quality ideas and best of all, there were a variety of thinking as opposed to the formula.

Print proved the industry is still stuck in the "Cannesque" style of communication but there were some great "Cannesque" style ads. And great ads came through.

The area that got me most excited was Outdoor as innovation was displayed on real Outdoor as opposed to one off 'scam' style stuff we've seen in the past. If the Ad of the Year was a predictor of the future, then the future looks like this:

South Africa excels in Radio and Outdoor internationally. In print, the art director rules and TV, clients have an option of approaches to their marketing problems.

Below are the results per category:

Magazine

1. Exclusive Books/Short Story Competition "Zimbabwe" (56,3) - Harrison Human Bates
2. Proctor & Gamble/Oil of Olay "Tock Tick" (56,1) - Saatchi & Saatchi (South Africa)
3. Virgin Atlantic/In Flight Entertainment "Page 1" (56,0) - Net#Work BBDO

Newspaper

1. Exclusive Books/Short Story Competition "Zimbabwe" (63,0) - Harrison Human Bates
2. Exclusive Books/Campaign "Stonehendge/Birds" (58,0) - Harrison Human Bates
3. Guiness/Beer "Wall" (57,1) - Saatchi & Saatchi (South Africa)
3. Guiness/Beer "Washing Machine" - (57,1) - Saatchi & Saatchi (South Africa)
3. Exclusive Books/Fanatics "Album" (57,1) - Harrison Human Bates

Outdoor

1. Dulux/Campaign "Suntan/Swimming Pool/Teeth" (56,0) -
Lowe Bull Calvert Pace
2. Animal Anti-Crielty League/Fireworks "Scratch" (55,0) - Lowe Bull Calvert Pace
3. Colmans/Spray & Cook "Slipped Billboard" (54,3) - TBWA Hunt Lascaris (Gtng)

Television/Cinema

1. Tiger Brands/Black Cat "Art Class" (59,0) - TBWA Hunt Lascaris (Gtng)
2. Standard Bank/ Business Banking "Wild Dogs" (57,2) -
TBWA Hunt Lascaris (Gtng)
3. Distell/Savanna "Joke" (55,0) - TBWA Hunt Lascaris (Gtng)

Radio

1. Metropolitan/Life Campaign "Armstrong/Churchill/Luther" (60) -
Saatchi & Saatchi (South Africa)
2. True Love Magazine/March Issue "Big Finish" (58,0) - FCB Johannesburg
3. True Love Magazine/Dec Issue "Stutterer" (57,3) - FCB Johannesburg

The panel of judges comprised of the following :

The Jupiter Drawing Room - Ross Chowles
Lowe Bull Calvert Pace - Rob McLennan
FCB Johannesburg - Ashley Bacon
Harrison Human Bates - Gerry Human
Net#Work BBDO - John Davenport
O&M RSTM - Vanessa Pearson
TBWA Hunt Lascaris - Theo Ferreira
Bester Burke - Stephen Burke
Saatchi & Saatchi - Rajesh Ranchod
JWT - Wendy Moorcroft
KingJames - Alistair King
Herdbouys McCann Erickson - Mike Ellman Brown

Source: www.voicebank.co.za