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Making love at 4 in the afternoon on Tuesday has proved to be more than an appealing suggestion from Norwegian Cruise Line and agency Goodby, Silverstein & Partners.

It has also become part of an award-laden ad effort. The latest will come tonight, when the San Francisco shop adds the American Advertising Federation's best of show Addy to the hardware it has already collected for the campaign, themed "It's different out here." Senior Art Director Steve Luker earlier won the San Francisco Advertising Club's Marget Larsen Award for Art Direction, and the One Club for Art & Copy awarded the effort one gold and two silver Pencils.

Goodby is picking up more awards at the AAF's Houston conference than any other agency this year. In addition to three awards for the Norwegian Cruise Line TV work, the agency is winning two magazine awards for client Unum Corp. and a catalog category prize for client Special Bicycle Components.

DDB Needham Worldwide, Los Angeles, arrives next in the Addy pursuit. The agency is collecting three: regional/national TV, for client Bugle Boy Industries; newspaper campaign, for the Queen Mary; and radio, for the Integrated Waste Management Board.

Several agencies are snaring a pair of Addys each for their 1993 work. BBDO Worldwide, Los Angeles, is winning TV campaign and regional/national TV Addys for Apple Computer, while Hill, Holliday, Connors, Cosmopulos, Los Angeles, is grabbing a pair of public service print honors for client Olive Crest Treatment Center.

Frequent Addy recipient Hal Riney & Partners, San Francisco, is also taking two this year-a regional/national TV award for client Saturn Corp. and a media promotion prize for the Public Broadcasting Service.

BBDO, New York, matches its Los Angeles office with two regional/national TV Addys for client Federal Express Corp. Tracy-Locke, Dallas, gets two TV Addy awards for Imperial Holly Corp., while Arnold Advertising, McLean, Va., wins for its public service event and print work for Inova Health Systems Hospitals.

Seventy-nine Addys are being awarded tonight at the Houston Space Center. In addition, the AAF this year inaugurates the Sid Bernstein Memorial Communications Awards, named for the late editor of Advertising Age who died in 1993.

Five adclubs are splitting $5,000 in prizes: Denver Advertising Federation; Birmingham (Ala.) Advertising Club; Ann Arbor (Mich.) Advertising Club; Triangle East Advertising & Marketing Federation, North Carolina; and AD 2 Phoenix.

The $5,000 G.D. Crain Jr. Memorial Awards for the best public service/volunteerism campaigns are also being divided five ways, among the Advertising Club of Greater St. Louis; Birmingham Advertising Club; Lexington (Ky.) Advertising Club; Valley Advertising & Marketing Federation, Grand Forks, N.D.; and Ad 2 of the Roanoke Valley, Roanoke, Va.

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