Winners of the Ad Age Best Awards

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Title: Dog
Client: Toyota
Brand: Celica
Agency: Saatchi & Saatchi, Los Angeles
Creative Directors: Neal Foard, Doug Van Andel
Art Director: Verner Soler
Copywriter: Sherry Hawkins
Producer: Elaine Adachi
Production Co.: Independent
Director: Chris Smith
Editorial Co.: FilmCore, Santa Monica, Calif.
Editor: Gordon Carey
Creatives on automotive accounts always grapple with the insatiable desire of car dealers to see the metal on the screen while trying to create a compelling commercial for viewers. Publicis Groupe's Saatchi & Saatchi has a clever solution with a spot that starts with a camera tightly focused on a bright red Toyota Celica. A neighborhood dog chases the car until the animal's head thuds into the rear bumper. "Looks fast" flashes on screen. The spot marks a hard-won turn for Toyota, long a brand that sells cars by virtue of the reputation of its vehicles and not that of its creative acumen.


1. Title: "Aqueduct" and "Dome"
Marketer: Volkswagen
Brand: Beetle
Agency: Havas Advertising's Arnold Worldwide, Boston
Creative Director: Alan Pafenbach
Art Director/Associate Creative Director: Don Shelford
Copywriter: Susan Ebling Corbo
Producer: Paul Shannon
Production Co.: Bob Industries, Venice, Calif.
Director: Jonathan Dayton, Valerie Faris
Editorial Co.: Jigsaw, Santa Monica, Calif.
Editor: John Hopp
This campaign extols the perfection of objects with a dome, which happens to be the shape of a VW Beetle.

2. Title: "Big Day"
Marketer: Volkswagen
Brand: Jetta
Agency: Havas Advertising's Arnold Worldwide, Boston
Chief Creative Officer: Ron Lawner
Group Creative Director: Alan Pafenbach
Art Director/Associate Creative Director: Paul Renner
Copywriter: Carl Loeb
Producer: Keith Dezen
Production Co.: Propaganda Films (now dissolved), Los Angeles
Director: Dante Ariola
Editorial Co.: Bug Editorial, New York
Editor: Andre Betz
Viewers think the Jetta driver is late to his own wedding, but he arrives at the church at the crucial moment for objections, making it clear this spot is a scene straight out of The Graduate.

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