Marketing Magazine

March 31, 2005 20:30 ET

Vim "Prison Visitor" is Best of Show at 2005 Marketing Awards

The year's best Canadian advertising honoured before 1,200 in Toronto Attention: Arts/Entertainment Editor, Business/Financial Editor, Media Editor TORONTO, ONTARIO--(CCNMatthews - March 31, 2005) - A darkly wry TV commercial that depicts a woman as a prisoner, both figuratively and literally, to inferior cleaning products and a campaign featuring a hysterically egotistical acting coach took top honours at the 2005 Marketing Awards recognizing Canadian advertising creativity.

A record total of 30 golds-one more than last year's previous record 29-were awarded during a gala presentation tonight at Toronto's Carlu, attended by over 1,200 ad and marketing professionals from across the country.

Best of Show honours went to "Prison Visitor," a TV commercial for consumer products giant Unilever's Vim bleach brand. The ad, created by Toronto's Zig, a unit of Toronto-based MDC Partners, portrays a daughter on a brief emotional visit with her mother, who at first appears to be behind glass in a prison but is revealed to be cleaning a grimy bathtub and shower. The spot, which also won the Marketing Awards gold in the TV Products category, was touted as a runner-up for best of show at the 2004 Cannes International Advertising Festival.

The nod for the 2005 Marketing Awards Advertiser of the Year went to the Canadian Film Centre, which took home a total of 13 awards-the most of any advertiser-including four gold, two silver and seven certificates for ads promoting its Worldwide Short Film Festival. The agency is Toronto's Taxi. The broadcast portion of the campaign, featuring a self-centred acting coach named Ian Heidegger, won gold in the TV Campaign and in both the Cinema Campaign and Cinema Single categories with spots like "Establishing A Character," "Love Scene," "Good Cop/Bad Cop" and "Special FX." The actor playing Heidegger, Al Catlin, was also awarded a special Judges' Choice Craft Award for Performance.

The other top-performing advertisers were: First United Mission with eight prizes; Science World of Vancouver with four (all gold); Vancouver International Film Festival with seven awards, including a gold; Energizer Canada with six, including one gold; and Volkswagen with six awards.

Meanwhile, DDB Canada, a division of Omnicom Group's Canadian holding company Queue Communications, extended its unprecedented streak to an eighth straight year as the most awarded agency at the Marketing Awards. DDB's Vancouver and Toronto offices combined for 33 awards-a fifth of the night's total of 158 awards.

The Marketing Awards is considered Canada's most significant national awards show for advertising creativity. Produced annually by Marketing's events department, the annual awards program traces its roots back 83 years. This year's competition drew 2,033 entries from 143 companies across 35 different categories. The winners were selected in January by a panel of 15 leading ad creatives from across Canada and abroad led by co-chairs André Paradis, copywriter at Montreal's BOS agency, and Alan Russell, chief creative officer of DDB Canada in Vancouver.

DDB Vancouver was the night's top-performing agency office, taking home a total of 23 awards, including six gold, four silver, one bronze and 12 certificates for advertisers like BC Dairy (Out of Home Campaign gold), First United Mission (Public Service-Print/Outdoor/Out of Home Campaign and Single golds), Canada Wide Magazines (Magazine Single Gold for TV Week), as well as self-promotional campaigns (Business Press Campaign and Single golds). DDB Toronto won 10 prizes, including two gold and two silver for advertisers like Energizer Canada (Out of Home Single gold) and Li'l Niblets & Baby Sprouts (gold in Print/Outdoor/Out Of Home Campaign-Media Spending under $10,000). Downtown Partners, also part of the Queue Communications corporate umbrella, won one silver, one bronze and three certificates for its work for Forzani Group's Sport Chek, Anheuser-Busch and Labatt Breweries.

Taxi was hot on the heels of DDB Vancouver as the second most decorated shop of the night, winning a total of 22 awards, including five gold, four silver, one bronze and 12 certificates. In addition to the Short Film Fest efforts, Taxi was also awarded for its work for BMW's Mini Cooper and Nike Canada, which won gold in the Outdoor Single category with "Bernard Crashing."

Vancouver agency Rethink also won big with 14 awards, including five gold, one silver and four bronze for advertisers like Science World, Flow Yoga and Greengate Garden Centre. The agency's ads for Science World, which took four gold, including the Multimedia and Outdoor Campaign and gold prizes, illustrated science factoids like "Plants grow faster under glass," and "Cat pee glows under black light," under glass in transit shelters. Rethink's other gold was in Newspaper Single for Greengate Garden Centre in Calgary.

BBDO Canada struck gold three times, as well as winning one silver, three bronze and three certificates for a total of 10 awards. The Omnicom shop's golds were won by the Toronto office for Pepsi-Cola Canada (TV Campaign under $50,000 for Pepsi Mini Cans), FedEx (TV Service for "Chameleons") and DaimlerChrysler Canada (Point-of-Purchase/In-store Campaign for Jeep).

Diesel of Montreal led Quebec-based shops with eight prizes, including one gold, one silver, one bronze and five certificates for clients like Réno-Dépôt, the Fringe Festival and Loto Quebec. It won the TV Retail gold with the "FlavorJet" spot for Réno-Dépôt.

St. John's, Nfld.-based Target Marketing & Communications continued to represent the East Coast with two gold prizes for its work for Irving Oil Corp. The agency's "Morris/Scott/Wendell" spots for Irving Convenience Stores won gold in the Radio Campaign category while "Morris" won the Radio Single gold.

Other gold Marketing Awards went to:
* ACLC, Toronto, in Non-Traditional Advertising Campaign for its "Voice Mail-Russell/Bogusky/Silver" direct marketing executions for composition/production company Groove Deluxe that featured dramatic audio make-overs of the recipient's voice mail greeting;

* Foote Cone & Belding Toronto for its "Twist to Open" Transit Single ad for the Kraft Canada's Oreo Cookies brand;

* John St., Toronto, in Print/Outdoor/Out Of Home Single-Media Spending under $10,000 for its "Baby Monitor" ad for Love Craft;

* MacLaren McCann Vancouver for its Newspaper Campaign ("Still Life/Untitled/Portrait") for client Chad Hahn Fine Painting/Thor's Hammer Painting, in Vancouver; and

* TBWA\Vancouver in for its "Pants" ad for the Vancouver International Film Festival in the Television Single Over 30 Seconds category.

The winners of the third annual Marketing Awards Student Creative Competition were Michael Cook and Fawn Lee of the Ontario College of Art & Design in Toronto. Twenty-three teams from seven schools across the country submitted entries to the competition this year, which involved creating a campaign targeting young industry professionals (ages 25-35) to reposition the National Advertising Benevolent Society (NABS) as "a proactive, contemporary and relevant career resource." The gold, silver and bronze winning teams, and their schools, will receive cash prizes from Marketing.

In addition to the golds awarded on the night, 28 silver, 26 bronze and 68 certificates were also announced. Three winners were cited with a special Judges' Choice Craft Award for excellence in specific aspects of ads.

The total number of prizes was down by 31 this year compared to 2004, most notably in the certificate category; 94 were awarded last year while only 68 were awarded this year.

The Marketing Awards are produced and managed by the events team of Marketing, a division of Rogers Publishing, which also publishes Marketing magazine. Marketing is Canada's national weekly magazine for the advertising, marketing and media industries.

The complete show book of the Marketing Awards winners is found in the 2005 Marketing Awards annual, a special edition distributed with the April 4 issue of Marketing. Copies can be ordered by calling Rose Pedro at (416) 764-1596, or by e-mail at

A CD with JPEG images of all the gold 2005 Marketing Awards winning ads and commercials is available to media on request. Betacam tapes of all 2005 Marketing Awards broadcast winners are available to loan to broadcasters on a first-come, first-served basis. /For further information: 2005 Marketing Awards co-chairs: André Paradis, Copywriter, BOS Montreal, (514) 848-0010,; Alan Russell, Chief Creative Officer, DDB Canada, Vancouver, (604) 609-9521 IN: ENTERTAINMENT, MEDIA, RETAIL, OTHER

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