The award, sponsored by Magazine Publishers of America, is given annually to the agency creative team that produces the best ad campaign in U.S. magazines.
The EV1 campaign, the work of Creative Director-Copywriter Dave O'Hare, Creative Director Steve Sweitzer, Art Director John Doyle and photographer Nadav Kander, prevailed over a total of 25 finalists to capture the $100,000 general excellence prize.
CRUISE LINE WORK HONORED
Three non-cash prizes were also awarded, and the EV1 campaign won two of those for best design and graphics and best at meeting campaign objectives. Goodby, Silverstein & Partners, San Francisco, won for best headline and copy with its campaign for Norwegian Cruise Line.
The EV1 campaign was to position GM and its Saturn division as an innovative technology and environmental leader. Ads showcased EV1's clean, quiet nature and environmental friendliness.
`IT MIGHT BE FUN'
Mr. O'Hare said he was lured to work on the campaign when he received a call from agency Chairman Hal Riney, who told him, "It might be fun to help launch the electric car."
"That's the first and last thing Hal Riney has said to me," Mr. O'Hare quipped during the presentation May 27 at the Waldorf-Astoria Hotel in New York.
Seventeen agencies generated the 25 finalist campaigns.
Besides the EV1 and Norwegian efforts, the finalists were:
BBDO Worldwide, Los Angeles, for two Apple Computer campaigns; Bozell, Southfield, Mich., for Chrysler Corp.'s Jeep; Leo Burnett USA, Chicago, for Schieffelin & Somerset Co.'s Dewar's; Butler, Shine & Stern, Sausalito, Calif., for Specialized Bicycles; Carmichael Lynch, Minneapolis, for Johnson Worldwide's SpiderWire fishing line and Normark's Rapala lures; Fallon McElligott, Minneapolis, for Lee Jeans and Timex; Cliff Freeman & Partners, New York, for Sauza Conmemorativo tequila; Goldsmith/Jeffrey, New York, for ESPNews; Goodby for Polaroid Corp. and Umbro USA; and Grace & Rothschild, New York, for Land Rover.
Also: Leonard/Monahan, Providence, R.I., for Polaroid; Loeffler Ketchum Mountjoy, Charlotte, N.C., for North Carolina Travel & Tourism; Sasquatch Advertising, Portland, Ore., for Leatherman Tool Group; TBWA/Chiat Day, Venice, Calif., for Nissan Pathfinder; Vitro Robertson, San Diego, for Taylor Guitar; and Wieden & Kennedy, Portland, for four Nike campaigns.