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Marketer: Honda U.K.

Agency: Wieden & Kennedy, London

Will Honda's U.K. spot "Grrr" win big at Cannes Lions after dominating 2005 shows in U.S. and U.K.?

[London] The darling of the awards-show circuit so far this year is the Honda U.K. spot "Grrr" by Wieden & Kennedy, London. The 90-second animated film won an unprecedented 10 awards-two Golds and eight Silvers-at the U.K.'s top awards show D&AD last week, including the first Gold awarded in the "Use of Music" category. In the U.S., "Grrr" has scooped up the top TV prizes at the One Show, the Andy Awards and the Clio awards.

All that's left is the Cannes Lions International Advertising Festival in June, although it's unclear whether the phenomenal success of "Grrr" will count against it there. Two years ago, Wieden's two-minute chain-reaction spot "Cog" went into Cannes as the most-awarded spot of the year and hotly tipped to win the TV Grand Prix, but only picked up a Gold Lion.

"Grrr" is a colorful film in which diesel engines fly around a sunny world of rabbits, rainbows, flowers and fish. The soundtrack is a catchy tune with the refrain "hate something change something make something better," sung "in the key of grrr" by the gruff voice of Garrison Keillor. The noisy, smelly diesel engines give way to Honda's clean, quiet diesel model.

Paul Gay, a D&AD juror and a director at the Paul Weiland Film Co., said, "Sitting on the jury, you sometimes have to watch a piece of work over and over again. I loved `Grrr' because it was always enjoyable to watch. It's an outstanding idea executed brilliantly."

Although dominated by U.K. agencies, U.S. shops won several Silver awards. Spots by Publicis Groupe's Publicis, New York, Omnicom Group's TBWA/Chiat/Day and U.S. Hispanic agency Grupo Gallegos, Long Beach, Calif., all won Silvers. See the "Grrr" spot: AdAge.com QwikFIND aaq58o

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