"Real Men of Genius" Campaign Takes First Radio Grand Prix

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The U.S. won its second Grand Prix of the week at the first Radio Lions contest held by the International Advertising Festival, when 11 spots by DDB/Chicago for the long-running “Real Men of Genius” campaign for Anheuser-Busch were finally recognized at Cannes. The concept started as a radio campaign and was later adapted for TV, which won a Film Gold Lion last year.

“It was unprecedented to find the jury agreed that all 11 [radio spots] were worthy of Gold in their own right,” said Radio Jury President Malcolm Poynton, executive creative director of Ogilvy & Mather/London. “We feel the campaign started in radio and it probably plays to its best strengths in radio.” The spots that combined to win the first Radio Grand Prix included “Mr. Gangsta Rapper Posse Member" and “Mr. Tiny Dog Clothing Manufacturer.”

Out of 1,033 entries, the jury awarded two Gold, eight Silver and 17 Bronze Lions. The U.S. also won one of the two Radio Golds for a five-spot campaign for the National Thoroughbred Racing Association by U.S. agency Devito/Verdi. The other Gold went to South Africa, for a Mini Cooper radio spot by an agency called King James. The U.S. also picked up two Silver Lions and three Bronzes. -Laurel Wentz

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