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[minneapolis] Cliff Freeman & Partners, New York, was the big winner at the 1998 American Advertising Awards, presented here June 20.

Freeman took the two Best of Show prizes at the awards -- sponsored by the American Advertising Federation -- for its print campaign for Domecq Importers' Sauza Conmemorativo tequila and for TV spots for Fox sports. The agency also took home nine Addys, the most of any agency in the contest.


The Sauza "Life is harsh" campaign also won awards for outdoor, out-of-home and Web site, and the humorous Fox campaign -- with fake coverage of sports showing how each "would be better if it was hockey" -- also took an award as best industry self-promotion effort.

Freeman also took one Addy each for TV and radio spots for Staples and one for TV for former client Little Caesar Enterprises.

Fallon McElligott, Minneapolis, had the second-biggest haul of the evening, taking seven of 81 Addys.

Fallon won one print and one TV award for BMW of North America; one print and one trade award for Time; one for a TV spot for Holiday Inn Worldwide; one for a print ad for Nikon; and one in the out-of-home category for Miller Brewing Co.'s Miller Lite.

BBDO Worldwide, New York; Bozell Worldwide, Southfield, Mich.; Leo Burnett USA, Chicago; Goodby, Silverstein & Partners, San Francisco; Hunt Adkins and Martin/Williams both Minneapolis; and Wieden & Kennedy, Portland, Ore., each won three Addys.

The awards were selected by judges from among 11,567 winners of 14 regional competitions representing 220 AAF affiliates. Besides the two Best of Show awards and the 81 Addys, 152 entries received citations of excellence.

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