Posted By James Kennedy on 12/16/2011 at 04:06AM

November’s entries got us all hot and bothered right from the start. There were two TV entries that had us rolling up our sleeves and jabbing the air with our fingers for emphasis. The IFI Archive piece featuring Saoirse Ronan voyeuristically appearing in a variety of locations from films of the past is engaging and original, though some of her cameos work better than others. Directed by Nick Kelly and Richard Chaney, it just lost out on first place to the NUI Maynooth ‘Cows’ spot which the jury felt was a surprising, relevant and fresh piece of communication from such an institution. Well done Rothco.

Third place went to ‘Osmosis’ from QMP’s amusing new TV licence campaign. Of the three executions, this was the one that stood out for us - it bravely uses the TV equivalent of ‘white space in a print ad’ ie nothing much going on, with memorable results. A special mention must go to the performance of the rabbit in the ‘Bunny’ ad. (S)he’ll go far.

Print proved less controversial. The Irish Examiner continue to invest in provocative outdoor for their Special Investigations series and first place went to Chemistry for the ‘Catholic Wealth’ poster. Though not as immediate as some of the other executions in the campaign, it was felt all the stronger for it. Second place also went to the Examiner for ‘Rural Isolation’.

TG4 made yet another appearance, taking third for their ‘Molly Malone’ press ad, painting the poor dear as a woman of dubious morals. Who are we to argue? I’m sure they did their research. It made us smile and, more importantly, want to watch the show.

Though we were strongly encouraged to award first, second and third in all categories, unfortunately (and somewhat predictably) we couldn’t summon the enthusiasm required when we reached radio. The only spot that was felt worthy of a mention was TG4’s ‘Dublin Stories’ - an amalgam of all the print ads strung together quite nicely, though not brilliantly. We gave it third place, but as there was no first or second, the creatives involved can call it ‘first’ if they like.

All three judges expressed frustration at the standard in Interactive. And all three said their agencies were producing better creative than anything entered. So, it seems we have no one but ourselves to blame. Yes, it takes a little more work to put a short video together explaining the work, than say TV or Print, yet few seem to bother. What I’m saying is prizes are there for the taking. Just so you know.

As the sandwich tray slowly emptied, we see-sawed between awarding nothing to a more generous attitude and, in the end, we gave first place to Target McConnells for their Vodafone Takeover featuring charming little animated penguins and birds. Second went to eightytwenty4D for their Jameson Alien Facebook App and third place to Vodafone again for more little penguins, bless ’em.

We gave three Craft Awards: the NUI Maynooth camaign for Animation, Tiger Beer for a lovingly crafted Illustration and another Illustration award to Cadbury for their Dairy Milk outdoor chocolate explosion thing. And, as if to prove the resilient power of advertising, what did I do on my way back to the office from judging? I dropped into Spar and bought a bar of Dairy Milk. I was square five before I realised the connection. Oh how I love this game...

TV & Webfilm:

1st - NUI Maynooth 'Cows' - Rothco

Paudge Donaghy Creative Director DDFH&B

Kyla O'Kelly Client Service Director Javelin

Adrian Fitz-Simon Art Director Chemistry

Tags: aotm

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Ad of the month

The purpose of our Ad of the Month programme, is to develop and improve the standard of the Irish advertising industry’s creative product, and to establish it as one of the country’s world class industries.

To this end we aim to encourage and promote creative excellence within Ireland’s Creative Community through its broad range of communication work.

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All entries must have appeared within two months of entering, i.e. If you are entering an ad for the month of March, it could have run in February or March. Ads can only be entered once into Ad of the Month, i.e. you cannot enter an ad in February and then again in March, unless it’s the same idea entered into a different media category. The same ad can’t be entered in a different format in a different month ie: if a 48 sheet poster is entered in Feruary, the same ad can not be entered in March as a 6 Sheet. Different ad durations fall under the same description. All single entries that form part of a campaign may be judged as a campaign at the jury’s dis- cression. When submitting an ad on tvADS.ie, by opting to enter your work to Ad of the Month, you ac- knowledge that your ad is eligable under the above conditions for that month’s awards. A Special Craft Award will also be awarded each month by the head of the jury for outstanding craft in any category, selected from the jury’s nominations. First, second and third places each month will automatically be finalists in the Ad of the Year awards.

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TV & WebFilm All commercial or sponsored motion picture content, distributed by traditional broadcast or shared online - passive consumption. Interactive All commercial or sponsored digital content experienced live or online - active consumption [excluding passive WebFilms] Printed All printed commercial or sponsored content appearing in a publication, posted outdoors or distributed traditionally Radio All commercial or sponsored content broadcast on Radio

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