THE BEST AWARDS: RETAIL/FAST FOOD: YOUNG SWINGER LEAVES HIS MARK: MCD'S HAPPY, SAD EXECUTION GOES LONG WAY

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McDonald's Corp.: "Sign" ( Leo Burnett USA; Steve & Linda Horn; :30). A great commercial because of its simplicity, noted the AA Best panel. It pictures a baby on a toddler swing who smiles when he can see the McDonald's sign outside his window, then cries when the swing goes backward and the window sill blocks his view. Show that swinging action a dozen times and the point is made: McDonald's equals happy; no McDonald's equals sad.

Little Caesar Enterprises: "Safety Video" ( Cliff Freeman & Partners; A&R Group; :30) Making pizza commercials as much fun as eating pizza has become a tradition for Little Caesars and Cliff Freeman, with their humorous spots regularly winning awards and market share. In this one, buyers of the long by-the-foot pizzas must watch a safety video about proper handling before purchase. But one guy, paying no heed, picks up his extra-long pizza and wipes out, in turn, the TV set displaying the video, the glass door, another patron entering and a bicycler. Wacky exaggeration continues to drive home Little Caesars' sales points.

Ikea U.S.: "Parents-To-Be" ( Deutsch; @radical.media; :30) Skillful writing wins in this spot about a couple shopping for a "daddy chair" and talking about trying to have a baby. The woman is black and the man is white, but the dialog is so real you know they belong together. Ikea's ads have broken new ground

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