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Traktor and Directing Newcomer Harner Take Commercials Emmy

By Published on .

FedEx - 'Stick'
FedEx - 'Stick'
The third time proved a you-know-what for seasoned Swedes Traktor. On Saturday, the Partizan-repped directors and BBDO/N.Y. took home the commercials Emmy for FedEx's caveman laffer "Stick," at The Academy of Television Arts & Sciences 58h annual Creative Arts Emmys ceremony at the Shrine Auditorium in Los Angeles. "We were surprised as we thought it was next Saturday and had to send two Traktors on short notice sharing the company tuxedo we keep stored for emergency parties," they reflect in their typically oblique fashion. This is Traktor's first win of three nominations, the others in 2003 for Nike's "Angry Chicken" and last year for Aquafina's festive "Drink Up."

Hallmark - 'Required Reading'
Hallmark - 'Required Reading'
But Traktor didn't get the spotlight all to themselves. The honor also went to the heart-tugging "Required Reading" for Hallmark out of Leo Burnett/Chicago. The spot was co-written and directed by newcomer David Harner, a former Burnett CD now repped out of The Institute for the Advanced Development of Perceptual Awareness (the shop formed by features heavyweight Michael Bay and Scott Gardenhour). "I look at it as a positive thing," says Harner of the shared honor. "I applaud the Academy because everyone usually looks down on the emotional spot. It's an age-old story, but I truly believe you can take emotion and make it contemporary." Traktor doesn't mind the split nod either. "We are a collective and have shared stranger things than Emmys," they say. "Congratulations to David, and everybody else too."
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