One of the most sought-after awards in advertising, black D&AD pencil, went to the super bowl campaign—and Yes, it is a burst ad.
Saatchi & Saatchi in new York “this is a tide ad” campaign was joined by two other winner—McCann new York a lot of accolades fearless the girl and the owner/hawas’ Palau collateral when taking home a black pencil at the D and AD Awards in London tonight. Read more about the pledge, Palau, the bold environmental initiative, here.
D&AD is the first major industry award for a campaign that speckled the 2018 super bowl with multiple head fake ads that seemed to promote another product, while actor David harbour appeared, telling the audience, “this ad.” The campaign also received three Yellow pencils (gold) and one graphite pencil (silver).
Although Saatchi is technically forbidden to enter awards shows to its parent company publicis, one year awards break record was filed at the D&AD client Procter & gamble, a spokesman for Saatchi said.
Javier Campopiano, commercial Director of Saatchi new York, said that D&AD is one of the most difficult awards for a creative campaign to win and shows that “this tide ad” full tariff for subsequent awards shows such as Cannes Lions.
“There is a consistent notion in the industry that D&AD is probably the most demanding show of all,” he told Adweek. “What makes this victory even more. And it’s not very common for a super bowl ad to win at these shows, with rare exceptions, which marks an interesting intersection of the piece of work that was so popular with the audience and the jury. That said, you can always do so–it’s only a matter of having a brave client and a great idea. Of course, after these victories, the campaign is a strong contender for the upcoming shows. Fingers crossed!”
Other US campaign this year to share top awards at D&AD is a fearless girl statue McCann new York to state Street global advisors. For nearly a year, the campaign was the dominant industry awards shows, D&AD was no exception. The project has won a total of 13 medals: black pencil and seven yellow pencils, two chernografitnye pencils and wooden pencils (bronze).
Black pencil, the equivalent of the Grand Prix most of the advertising awards shows, rare career used very little in advertising. In fact, the McCann Worldgroup global creative Chairman Rob Reilly never won a black pencil until today, despite working on memorable campaigns like Subservient chicken Burger king and the Whopper Freakout, plus American Express’ Small business Saturday.
“They just stubbornly shows on Win—D & ad black pencil, is an elusive thing,” Reilly told Adweek a few hours before training fearless girl won the Grand prize. “I’m in the business 25 years and have been lucky to be a part of several significant things which have not won a black pencil.”
Said Reilly fearless girl was the campaign, which came about at the perfect time, driven by a courageous client who was willing to be part of the often politicized discussions on gender issues and empowerment.
“Stars for the idea, as it is not based on technology but the oldest form of advertising,” he said. “The timing has to be perfect in order to become the phenomenon that it was.”
For Campopiano Saatchi, the lesson of the success of the surge in D&AD is the fact that the experiments and the belief in your audience can achieve much more than many marketers realize.
“Never underestimate the audience. Super bowl ads are sometimes not very-front and direct, and we came up with this idea that you can play with more elevated or complex idea and, as long as it’s funny and well executed, people will follow and participate,” he said. “And we can use the TV as a canvas for something greater audience reach through social channels. It was nice to see all of these channels interact without problems. This proves that TV can still play a huge role to start the conversation”.