The Best of Show winner deviated from Nike's use of celebrity spokesmen, featuring young girls advocating female sports participation.
The girls, who are shown in a variety of outdoor settings, say that playing sports leads to more confidence, less depression and a lower chance of getting breast cancer.
Goodby, Silverstein & Partners, for the second year in a row, claimed the most awards. The San Francisco shop racked up 15 trophy pencils for its broadcast and print work on American Isuzu Motors, California Fluid Milk Processor Advisory Board, Bell Sports, Sega of America and DHL Airways.
TYING FOR SECOND
Fallon McElligott, Minneapolis, and Leonard/Monahan, Providence, R.I., tied with the second-largest number of awards, earning seven pencils each.
Fallon took three gold pencils for Time, Flagstone Brewery and the Minneapolis Animal Shelter. Leonard/Monahan won three gold pencils for work on Polaroid Corp.