Fair Go Ad Award finalists – 5 Best & Worst

Home Broadcasting and Media Fair Go Ad Award finalists – 5 Best & Worst

The finalists in the Fair Go Ad Awards have been announced just ahead of the top rating programme going to air.

Almost 750,000 people watched the show last year making it the second highest rating programme of 2008 just behind Dancing with the Stars.

“The response we’ve had from viewers on our message board, webpage and Facebook site shows that interest is high and people really enjoy talking about what they love and hate on the box, so we thought we’d continue the conversation by revealing who is in the running to win the Best and Worst Ads tonight”, says Fair Go Editor, Graeme Muir.

Fair Go believes the downsizing of marketing budgets has had a surprisingly positive affect on the ads this year, “necessity really has been the mother of invention here, the finalists in the Best Ad category are really innovative and funny… it seems that we’ve lost our cultural cringe and found our sense of humour”

The Cadbury “Eyebrow” Ad makes it into the best and worst categories, “it’s not unusual to have a nomination in both and just demonstrates how polarising the ad is”.

The Fair Go Ad Awards screen from 7:30pm on TV ONE tonight (Wednesday the 30th of September).

This year the show also features an advertising retrospective – a look back at the marketing of some iconic NZ brands plus the making of 2 Degrees and the Mitre 10 ads. Fair Go also play the best jingles as sung by viewers and announce the winners of the Student Ad Awards.

As for the big awards, “all I can say is there’s a clear winner in the Best category and it was the closest run race in years in the Worst, it literally came down to a handful of votes”.

FIVE FINALISTS FOR BEST AD:

TOYOTA – SNOWBOARDING

Snowboarding taps into Toyota’s marketing phrase that we believe anything is possible. This ad’s central conceit is that a young guy breaks into Snowplanet each night to practise his snowboarding to impress a girl who works there; he’s hopeless. But by ad’s end he makes it to the bottom and gets the girl.

MITRE 10 – LITTLE BOYS DIY

Kids in the playground, talking in adult-speak, about getting together at the weekend to help one of them with his DIY job. It sounds like a conversation had by many a DIY’er in pubs up and down the country and seeks to reinforce Mitre 10’s catchphrase that “DIY’s in our DNA.” It also has a poke at our Trans Tasman neighbours.

INSTANT KIWI – MEXICAN DOUG

It seems many don’t know what product this ad promotes, but its line (in a Mexican accent)”get a perm” has entered the Kiwi vernacular. It seems to be encouraging people to listen to the wild voice inside them, “live a little” and buy an Instant Kiwi.

2 DEGREES

This ad, and its variants, launched the new mobile phone network 2 Degrees. It stars comedian Rhys Darby from Flight of the Conchords and plays on the premise that everyone in NZ is linked, not by six degrees of separation, only by two..

CADBURY – MOVING EYEBROWS

The kids with contorting eyebrows certainly provoke reaction – it’s hilarious or intensely annoying. These ads are made in Britain and have global appeal but ultimately appear to say nothing about chocolate.

FIVE FINALISTS FOR WORST AD:

THIN LIZZY

An advertising jingle that sings as it sells make-up you brush on that covers all

TELECOM XT – RICHARD HAMMOND

The big campaign that kicked off Telecom’s new digital mobile network

CADBURY – MOVING EYEBROWS

The kids with contorting eyebrows certainly provoke reaction – it’s hilarious or intensely annoying. These ads are made in Britain and have global appeal but ultimately appear to say nothing about chocolate.

SENSODYNE – JELLY FISH

The swimmer struck down by tooth pain in the pool

TOWER INSURANCE – DISHWASHER DRAMA

The ad that shows men can load dishwashers and women can be grateful for that.

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