Despite the beliefs of slightly extremist doomsayers who claim television is dying and the days of big brand ads and mass awareness marketing are over, most would agree that television commercials are still one of the most effective ways for brands to convey emotion, tell stories and, in most cases, get their messages in front of humans. Since StopPress was sent into the wild in September 2009, we've been celebrating that collision of art and commerce in our TVC of the Week section, which, as the name suggests, showcases what we deem to be the best locally-created TV ad(s) of the past seven days. It's supremely unscientific, of course: it has nothing to do with research, testing or sales figures, it's simply based on gut feel; on whether an ad is funny, beautiful, engaging, well-made, memorable, creative or occasionally even so bad it's good. Well, now we're taking it a step further with the first annual StopPress/ThinkTV TVC of the Year Award. So get in there and vote for the ads that have tickled your fancy in the past year.
The hoi polloi already have an opportunity to vote for their favourite and least favourite ads in the rather mysterious Fair Go Ad Awards. So we got together with television's freshly launched promotional body ThinkTV, as well as the Viaduct Harbour's newest, biggest and by far coolest bar/restaurant/venue Snapdragon, in an effort to give the wider marcomms industry a chance to have their say too.
"Creativity is inherently linked to advertising effectiveness, so this award not only acknowledges agencies that continue to push creative boundaries to create effective advertising, but also their clients for being brave enough to buy good creative work," says Rob Hoar, ThinkTV's general manager.
Our very own esteemed panel of StopPress/NZ Marketing experts went through all of the ads that have been featured on the TVC of the Week podium from 1 March 2010 until 1 March 2011 and whittled the list down to 38 ads we felt were good enough to make it through to the 'People's Choice' stage.
After the votes are tallied, up to 12 people who were included on the credits list of the winning ad will be fed and watered at the big table at Snapdragon (it actually sits 14, but we're not stupid, we've saved a couple of spots for ourselves). And we'll also have a chat with the main protagonists and do a bit of a write-up on the winning ad—and list the top five—so the StopPress readers can marvel at your immense talent.
Some housekeeping: you can vote for a maximum of five ads (or you could just choose one). Don't forget to click the 'vote' tab at the bottom of the page. And for all those hoping to swing the vote in their favour through duplicitous means, sorry, you can only vote once (but you send the link around and beg friends and family to help your cause). Voting closes on 8 April.