Advertising creativity slips in Central Europe

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PORTOROZ, Slovenia -- The Golden Drum advertising film festival, held in mid-October in the Slovenian resort town Portoroz, was a reminder that the best advertising in eastern Europe still falls consistently short of western standards.

Of the 982 entries from 20 Eastern European countries, "the overall quality of the ads was lower this year," says Donald Dusan Scott, Regional Director of BBDO.

Even though the staff are more experienced, Scott thinks "the novelty of advertising in eastern Europe has worn off and some of the freshness is gone."

Golden Drums were given to DMB&B Prague for a Kaopectate TV ad and to Futura in Slovenia for a calendar design. No drum was awarded in the print category. Other winners included Segodnya for an anti-AIDS campaign and Scholz & Friends in Budapest for beer sculptures in the print and poster category.

As in recent years, the Russian agency Video International was among the most popular participants, particularly for its "Spaceship Stolen" and "Spaceship Recovered" TV ads for Clifford car alarms and a "Boredom Banking" TV ad for Rikk Bank.

Copyright October 1996, Crain Communications Inc.

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