The humorous advertising created by BBDO Worldwide, New York, took top prize at the American Marketing Association's annual awards honoring the most effective marketing campaigns of 1997.
The Snickers campaign includes the celebrated "Chefs" spot, with its "great googily-moogly" field painter. That commercial has won a number of creative award competitions since it first aired in 1996. Judges of the show praised the campaign for helping the candy brand maintain volume growth and establishing an emotional bond with consumers.
Mattel's Barbie doll and Virgin Atlantic Airways were inducted into the Marketing Hall of Fame -- Barbie for the toy's successful record for more than 25 years and Virgin Atlantic for its revolutionary marketing methods.
McCann-Erickson Worldwide, New York, took home the most prizes at the ceremony, picking up 14. McCann won two gold awards out of 47 prizes awarded, one for its "Because I'm worth it" campaign for L'Oreal's Preference hair color by its New York office and one for the "You are not done" campaign for Coca-Cola Co.'s PowerAde drink created by the agency's Seattle office.
Leo Burnett Co., Chicago, won four Gold Effies, the most of any agency. Burnett took gold for the "Keeping your cool" campaign for Maytag; "Feed the rush" for Coca-Cola's Surge soft drink; "Live and learn Hispanic" for Procter & Gamble Co.'s Luvs diapers; and "Remember the magic," a campaign celebrating the 25th anniversary of Walt Disney World.
Y&R Advertising and J. Walter Thompson USA, both New York, each took home three Gold Effies. That JWT office also shared a gold with Hill, Holliday, Connors, Cosmopulos, Boston; D'Arcy Masius Benton & Bowles, New York; and Ground Zero, Santa Monica, Calif., for an effort for the Partnership for a Drug-Free America. JWT's Atlanta and Chicago offices also took one gold each.
BBDO also won a gold for its campaign for Visa International's Visa Check Card.