Xelibri "Beauty for Sale"
Like last year's honoree -- Harvest's Baker Smith -- Fincher won the award with a portfolio that included work that aired outside the U.S. market. Fincher's win will not, however, create a similar controversy.
The DGA changed its rules this year to accept all commercials directed by "DGA members under a DGA agreement," regardless of the market in which they were aired. Previously, the competition was open only to commercials shot "for use in the U.S."
Last year, when eligibility questions were raised about two commercials Smith directed for cable channel Canal+ out of Euro RSCG BETC/Paris -- which, according to the agency, only ran in France -- the DGA determined that the spots had run approximately 60 times on domestic cable outlets, according to affadavits provided by Harvest, and were therefore eligible under the old guidelines.