THE BEST AWARDS: FINANCIAL SERVICES: BEHEER'S VOODOO ECONOMICS: SEINFELD TAKES GAS ATTENDANT ON A RIDE IN AMEX SPOT

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Centraal Beheer: "Museum" ( DDB Needham/Amsterdam; Paul Weiland, London; :60) A visitor to a museum of primitive art somehow connects in his mind a voodoo-type doll and a nearby picture of President Clinton congratulating the museum officials. Then we see President Clinton making a speech somewhere, and sure enough, when the visitor bumps the doll, the president recoils. The clumsy visitor raises the doll's arms, and Clinton does likewise. When the doll gets knocked over, Clinton takes a tumble. Fortunately, we don't see the results when the museum visitor finally jams the doll down firmly on a holding spike. Low-key Centraal Beheer, the European insurance company, simply says, "Just call us."

American Express Co.: "Gas Station" ( Ogilvy & Mather; Propaganda Films; :60). In this spot, AmEx spokesman Jerry Seinfeld shows his tank-filling prowess by making the self-serve gasoline pump stop exactly on the dollar. Attendant who likes to get the extra coins from those who run over is clearly disappointed. Then Jerry cavalierly adds a few cents more of fuel, but again disappoints the attendant by paying with his American Express card. "Keep the change," Seinfeld sneers as he drives off. Good comedy, and a good way to stress that AmEx cards

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