While Skyline’s animated ode to garages took out our TVC of the Year award, it’s clear the ad won because of a concerted effort from the company’s staff and suppliers. Some felt it was a tribute to the passion and pride the employees have in the small company, but others felt the ‘win by any means necessary’ approach was slightly embarrassing, wasn’t in the spirit in which the award was set up and didn’t accurately reflect the best, most popular ad of the year. It was within the rules, but if you’re in the latter camp, then it’s fair to say Lotto’s ‘Lucky Dog’ by DDB and The Sweet Shop was the ‘pseudo-winner’, as it was leading the polling by a fairly large margin up until the last couple of days. And with five other DDB creations also making it into the top ten, DDB had an impressive overall showing, something executive creative director Toby Talbot says can be put down to the power of solid client relationships.
Browsing: Lucky Dog
DDB, Sky and Capital City Films’ ‘Leafblower’ spot took home the most metal of any TVC on the night, with a gold in the single television commercial category adding to its impressive haul. DDB also picked up a silver for Lotto’s ‘Lucky Dog’ (which has over 750,000 views on YouTube) and a bronze for Volkswagen’s ‘Milk Run’; Colenso picked up a silver for Vodafone’s ‘Double Back’ spot and a bronze for Frucor’s ‘Ladders’; and Saatchi & Saatchi picked up a bronze for Telecom’s ‘Sunrise, Sunset’.
DDB’s Lucky Dog remains goldless, despite being a big crowd favourite, but it takes a silver in Cinema and Projection, while Colenso’s moderately controversial ‘Beer: The Untold Story’ comes home with a bronze. And in the Long-Form Content category, Colenso and DB Export win again with a bronze, as does TBWA\’s ‘Give Your All’ papier mache for Adidas.