|This is a small portion of an ad from the winning Saatchi & Saatchi campaign featuring explicit references to a variety of sex acts.
Click to see full image of:
> Sex act ad #1.
> Sex act ad #2.
> Sex act ad #3.
See related stories:
> Sex Act Ad Award Sparks Cannes Festival Debate
> Club 18-30 Lions Film Entry Features Dog Sex
> Juror Calls Sex Ad Award 'A Cheap Pee-Pee Joke'
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The intricately art-directed print campaign features scenes of vacationing 20-somethings that, on closer inspection, include an array of erotic situations.
Winning the night's top print prize was the capper of a stunning performance by the London agency, which also won three Gold Lions, one Silver and one Bronze. The shop's other Gold Lions were awarded for work for erotica store Coco de Mer and the Multiple Sclerosis Society, and for outdoor executions for Club 18-30.
First Grand Prix in outdoor
Meanwhile, Leo Burnett, Oslo, was awarded the first ever Grand Prix in the Outdoor category for a campaign for Oslo Piercing Studio that took advantage of environmental elements that literally "pierce" the posters.
Twenty-eight Gold Lions were awarded in Press & Outdoor this year. The U.K. led the way with seven, followed by Spain with four and Brazil and the U.S., each with three.
The U.S.' Gold Lions did not come from the usual suspects, however. WPP Group's J. Walter Thompson, New York, won a Gold for its outdoor campaign for Malibu rum, while it seems Executive Creative Director Tony Granger, formerly of TBWA/Hunt/Lascaris in Johannesburg, South Africa, has brought his Lion-winning ways to Interp[ublic Group of cos.' Bozell, New York. The shop led all U.S. agencies with two Gold Lions for work for The New York Times and the Art Directors
|One of the winning Oslo Piercing Studio ads.
Click to see
larger image of piercing ad.
U.S. picks up most Lions
Despite a dearth of Gold winners, the U.S. actually edged out the U.K. for total Lions won, with 14. In addition to JWT and Bozell, Omnicom Group's DDB worldwide, Dallas, won a Bronze for its campaign for McIlhenney Tabasco sauce; Team One Advertising, Los angeles, won Silver for a Lexus campaign; Interpublic's Carmichael Lynch, Minneapolis, was awarded a Silver for an ad for Harley-Davidson; Bcom3 Group's Leo Burnett scored a Bronze for Polaroid; Havas' Arnold Worldwide won a Silver and a Bronze for Boeri Helmets and Volkswagen, respectively; Interpublic's Mullen won a Bronze for its campaign for the American Heritage Dictionary; independent Wieden & Kennedy, Portland, Ore., won a Silver for Nike work; and Omnicom's TBWA/Chiat/Day, Los Angeles, earned a Silver with an outdoor campaign for the Museum of Contemporary Art.
Success at U.S. awards shows, however, did not necessarily translate into success here. Carmichael Lynch's Kelly-winning campaign for Harley-Davidson, for example, walked away with a Silver.
"Here it looked like an old-fashioned American ad," said U.S. juror Mike Hughes, citing the ad's use of traditional photography and copy placement. "To us, it looks like a classic American campaign."
Wondering about Wieden
More puzzling is the fate of "Enjoy the Weather," Wieden's Nike campaign, which won a Silver as an Outdoor entry but was not entered in the Press category, despite winning multiple awards in the U.S. The ad's entry as an Outdoor submission was curious enough that jury president Jeff Goodby, co-chairman of Omnicom's Goodby, Silverstein & Partners, said he asked festival organizers to check if there had been a mistake.
At press time, a Wieden spokesperson was not immediately certain how the ads had been entered.
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Jim Hanas is the editor of The Creativity E-Mail and the soon to be relaunched AdCritic.com.