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Posted By James Kennedy on 10/18/2011 at 10:07AM

Judges Report:

In the post-apocalyptic desert that is Irish financial advertising, there is one palm-fringed oasis. And that is the campaign for FBD Insurance which takes first place in the TV section of this month’s show-down. Yes it comes from Commercial Union’s We won’t make a drama out of a crisis school of insurance advertising. But that school is the Eton of its category and this campaign is a credit to it. It’s got wit, warmth and charm – and it’s all managed with style and sophistication. (One jury member reckoned the writers were channelling the tailback scene from Jean-Luc Godard’s Weekend in the ‘Motor’ ad but this is surely wishful thinking.)

In at number two: the O2 rugby stings. These are nice – and the ones with Paul O’Connell in them are the nicest of the lot. The Badly Drawn Boy music track from About a boy (‘the Hugh Grant theme’, as one juror put it) does lead the viewer into a rather nostalgic place. All this happened long, long ago, one feels, during a time of blissful innocence. Before the Welsh beat us, essentially. In the film version we’re thinking Hugh could bring a little more conviction to the Brian O’Driscoll role than Brian managed himself.

Third place to Cadbury’s for a beautifully made piece of photosonics that didn’t quite do it for us on the appetite-appeal front. At which point it has to be said that only one of the above-mentioned campaigns appears to have been made by an Irish-based production company. Most Irish agencies have lost some serious turnover recently because their London, Paris, Madrid or New York-based clients have ‘consolidated’ or God help us, ‘re-aligned’ their business to bigger foreign outfits. Angela Merkel will never get her billions back if we ship our own third-party spend off-shore too.

Radio-wise the Irish Examiner’s ‘Bullies’ ad takes first place by virtue of its making an effort to stand out in a relevant sort of a way – and succeeding. Second and third place to the Irish Times for its Stanley Townsend monologues. Not a lot going on in radio last month, it seems. A print ad for RTE’s rugby world cup coverage was the best press ad we saw: art-directed in a cartoonily effective way. Not a lot going on here either – more work please!

To judge from an admittedly very small sample (three!), the world of interactive is crying out for clients willing to let digital do its thing, as opposed to having digital do the same thing that the ahem, ‘traditional’ agency has already done in other media. Is this a budgetary issue, we wondered. Or one of trust? We loved the alligator in the Jameson ad but it’s not like we hadn’t met him before.

TV & WebFilm:

1st - FBD 'Real' Campaign ('Motor' & 'Home')- Publicis QMP

2nd - O2 'Rugby World Cup Stings Campaign' - Rothco

3rd - Cadbury 'Iconic' - Publicis QMP

RADIO:

1st - Irish Examiner 'Bullies' - Chemistry

2nd - Irish Times 'Imagine' - Cawley Nea

3rd -Irish Times 'Indoors and Out' - Cawley Nea

PRINTED:

1st - RTE 'Rugby World Cup Coverage' - Cawley Nea

2nd - Vodafone 'Dublin GAA' - RMG Target

3rd - Riverrock '16 Years' - Ogilvy

INTERACTIVE:

1st - Irish Distillers / Jameson 'Croc' - ICAN

2nd - Jameson 'Urban Safari Facebook App' - eightytwenty4D

3rd - Myhome.ie 'Rent online advertising' - eightytwenty4D

CRAFT AWARDS:

There were no crafts awarded this month.

Ray SwanCreative Group Head McCann Erickson

Dylan DaviesArt Director Rothco

Laurence Keogh
Creative Director McConnells

Tags: aotm

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