SPOTS FOR YAHOO! AND H&R BLOCK WIN BY USING THE 'PERSONAL TOUCH': RADIO

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Humorous spots for H&R Block and Yahoo! tied for first place in Advertising Age's Best Radio Advertising of 1998.

"Proctor," the 20-second spot for income tax preparer H&R Block, from Young & Rubicam, Toronto, used a street-corner proctology examination to underscore the importance of privacy in tax sessions.

Creative credits go to David Adams and John Farquhar, creative directors; John Farquhar, copywriter; and Diane Kirk, producer.

"My Yahoo/News" is a 60-second execution from Black Rocket, San Francisco, and stresses the ability of users to program their own news using "My Yahoo.".

Creative directors: Steve Stone and Bob Kerstetter. Mr. Kerstetter was copywriter and Mr. Stone art director. Stacy McClain was producer.

RUNNERS-UP

Chevrolet Silverado: "Phone Calls" ( Campbell-Ewald Advertising, Warren, Mich.). Bill, the owner of a Silverado, juggles phone calls from several friends who want to borrow the truck for various tough jobs. He agrees he will help them, until a female caller says, "I thought you were taking me camping tomorrow." His reply: "I'll call the guys and cancel."

Miller Lite: "Personal Time" ( Fallon McElligott, Minneapolis). A spoof on phone recordings, this has a caller designing a personalized commercial. Female recorded voice says: "If you're drinking your Miller Lite from a can, press 1, from a bottle, press 2," etc. The result: A Miller jingle sung by a man into which the female recorded voice jarringly drops single words, such as "can" and "burger."

Sprite: "Sprite Aid" ( Lowe & Partners/SMS, New York). A continuation of the campaign that satirizes genres of music targeted to teens, this hyper-emotional, over-the-top rendition by a choral group has such lyrics as "There are children

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