Gavin McGrath & Pat Burns’ ‘130th Birthday’ ad for Heinz Tomato Ketchup is now in the race to scoop the prestigious National Newspaper Advertising (ANNA) award after being nominated for March.
The ad used a simple visual pun, a juicy red tomato on a balloon string, to catch the eye of March’s ANNAs judge John O’Keeffe, Executive Creative Director of Bartle Bogle Hegarty (BBH).
John comments: “The Heinz ad is an oasis of calm amidst the editorial and advertising clutter which, naturally, makes it really stand out.”
John O’Keeffe also picked five runners up in March, each standing an equal chance of winning the £25, 000 end of year prize.
They are: Todd Mackie, Joel Pylypiw, Denise Rossetto & Rachel Abrams from DDB Canada with their ad for the Canadian Tourism Commission.
Of this ad he said: “I'll forgive their assertion that ‘we are all born explorers’ because I like the visual of the broken snow-shaker ‘break out’.”
Next up was Greg Mitchell & Nick Strada of Rainey Kelly Campbell Roalfe/Y&R for Land Rover. O’Keeffe comments: “A sort of lesser, back stairs, second cousin of VW snowplough. ‘Who does the St Bernard call when he gets stuck in the snow?’ Happily the original was so good, even this poor relation is worth a second glance.”
The remaining March contenders for the cash prize are: David Chalu & Glen Gibbins from Bartle Bogle Hegarty for the Audi Q7. O’Keeffe comments: “Their snowflake/alloy wheel that depicts the powerful beauty of snow and ice while reminding the viewer of the danger.”
Simon Rice & Diane Lever from Abbott Mead Vickers BBDO were also nominated for their ad for COI/NHS with its ‘chilling’ mother and child image.
Finally Kim Gehrig, John Gledstone & Liam Gibson from Mother were nominated for their American Express RED ad that O’Keeffe heralded as a “nice simple idea for a much bigger 'corporate social responsibility' message and hopefully the future for all forward thinking brands.”
Maureen Duffy, NMA Chief Executive, comments: “It has been a busy month as we’ve also just released the results of our two year, £14m, study into the effectiveness of newspaper advertising. With results proving that newspaper advertising can double brand commitment and more, I hope that we will see an increase in great creative advertising.”
The Newspaper Marketing Agency launched the Awards for National Newspaper Advertising in December 2004. The awards have been designed to throw a spotlight on the best creative in national newspapers and to encourage agencies and advertisers to rise to the challenge of matching the best.
This culminates in the announcement of the ‘winner of winners’ in January 2007 at an awards event. There will be a cash prize of £25,000 for the ‘winner of winners’ with smaller cash prizes for craft skills including art direction, copywriting and typography.
For further information visit the ANNAs website:
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