AD AGE BEST;ENTERTAINMENT; BRIDGING THE NATURAL AND SUPERNATURAL A REQUIREMENT FOR SUCCESS IN THIS CATEGORY

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Pioneer Electronics: "Bridge" ( BBDO Worldwide, Los Angeles; Windmill Lane Productions; :30). To throbbing music, a suspension bridge with a car on it twists and bounces in grainy, old b&w footage. Then we see a CD being ejected from a dashboard player, and with the silence, the bridge stops its swaying. Long-haired young man behind the wheel sheepishly says, "Sorry." Endframe: "Pioneer-the art of entertainment." This category winner used historic film of Tacoma Narrows bridge in Washington state being torn apart by high winds in 1941.

National Basketball Association: "Press Conference Recorded Earlier" ( Fallon McElligott Berlin; Epoch Productions; :60). First in a series of spots in which comedian Bill Murray (in a sendup of Michael Jordan's "switch") quits show business to pursue an NBA career. Spot achieves verisimilitude through use of sports commentator Ahmad Rashad, battery of microphones and flashing cameras as Murray deadpans to throng of journalists that "I want to play in the NBA" and "I am at the pinnacle of my industry." "Have you ever won an Oscar?" an onlooker asks. "No, not an Oscar," Murray admits. "But I have an Emmy for writing." First-rate spoof.

Philips North America Corp.-Magnavox: "Big Foot" (Fallon McElligott; Barry Sonnenfeld/BFCS; :30). "Ever wonder how remotes get lost?" VO asks. Hidden b&w camera shows three possibilities: the "sucking sofa theory" (cushions suck TV remote in); the "poltergeist theory" (an apparition wafts in a steals it) and the "Big Foot" theory (the abominable snowman pilfers it). Then we learn that with Magnavox, you push a button on your TV and the remote beeps. Spot ends with remote beeping in the hands of Big Foot, who's hiding behind the curtains and, crestfallen, hands it over.

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