THE BEST AWARDS: ALCOHOLIC BEVERAGES: SLAPSTICK HUMOR CLEVERLY FITS THE BILL FOR BUD LIGHT GALLO, GUINNESS PHOTOGRAPH WELL; PENGUINS SCARE UP ICE BUSINESS

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Anheuser-Busch: "Pole" ( DDB Needham Worldwide; Jolly Roger; :30). "You know what's coming, and yet you laugh every time," noted one of the AA Best judges in commenting on this entry in Bud Light's successful campaign. It's a tearful departure at a train station, with the man pleading by holding notes up for the woman seated on the train. "At least leave me the Bud Light," he scribbles as the train pulls away. She shakes her head no, but writes "Pole" in response as he runs alongside. He doesn't understand-until he runs smack into a pole as the train pulls away. An old routine, but the spot is well-crafted and product-focused. At the close, he's on a handcar furiously following the train.

E&J Gallo Winery: "Butterfly" (Citron Haligman Bedecarre; Pytka Productions; :30). As Louis Armstrong sings "Just One of Those Things" (". . .A trip to the moon on gossamer wings. . ."), a butterfly flits gaily about in a pastoral setting, then alights on a bottle of Gossamer Bay wine, becoming part of the logo. Striking photography, and a good way to introduce a new brand of wine. Agency says the brand is now No. 4 in its category.

Guinness: "Old Man" ( Ogilvy & Mather, London; Tony Kaye & Partners; :120). Deftly photographed in b&w, this vignette has a very old man slowly and carefully dressing in formal wear. Turns out he is the groom, marrying a young woman who is alarmingly pregnant. Guinness gets only a mention at the end of this episode in its "Story of Life" campaign, after the kicker: "Not everything in black and white makes sense."

Anheuser-Busch: "Phone" ( Goodby, Silverstein & Partners; Park Village Productions; :60) Should a product's icon cast a scary image? Bud Ice pulls it off with its penguin character. In this commercial, a takeoff on countless terror-in-the-home flicks, a penguin seems to threaten a couple with sinister phone calls, apparently seeking the Bud Ice they're drinking. The overacting creates broad comedy. Notes the voice-over: "Drink Bud Ice, but beware of the penguins."

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