The U.S. also won seven of 22 Gold Lions awarded, compared with three for the U.K., its closest rival.
Overall, the U.S. picked up 31 of the 119 Lions.
In the "Snow-Covered" spot by Bozell's Southfield, Mich., office, a molelike trail is burrowed through a snowy landscape. It halts at a nearly buried stop sign and turns left revealing a Jeep. A scale model Jeep was pulled under snow to create the mounds. The images were composited by computer on a glacier.
The commercial was conceived by CME KHBB's Southfield office, which Bozell acquired on Jan. 1, as part of a consolidation of Chrysler Corp. agencies.
The victory showed U.S. work has regained popularity here, making it the leading winner after several years of mediocrity.
Ted Bell, vice chairman-worldwide creative director, Young & Rubicam, New York, and a jury member, said, "The Europeans seem to be more receptive to American advertising than in the past."
U.S. Gold Lion winners included Leo Burnett USA's, Chicago, spots for Miller Brewing Co. combining two unlikely activities-like bigtime lawyers and calf roping-to highlight Miller's own combination of great taste while being less filling.
BBDO Worldwide, New York, won two golds for Pepsi-Cola Co. spots-one featuring Shaquille O'Neal and one looking at the Woodstock generation's 25th anniversary from the perspective of today's Pepsi generation.
Also winning golds were DDB Needham Worldwide's, New York, spot for the New York State Lottery; Wieden & Kennedy's "Bo's Boring Commercial" for Nike, whose chairman, Phil Knight, was named Advertiser of the Year; and BBDO's spot for Apple Computers' Powerbook Computer, called "Diner."
Earlier, the U.K. had the most honors in the press and poster competition, winning 29 of 81 Lions; the U.S. had eight.
But the Grand Prix winner in that category came from Australia and was a shocker: Now-defunct Sydney agency Andromeda's gory clothing ad showing a gutted shark. Visible among the guts is a pair of shorts demonstrating the durability of JBA Group's Kadu clothing for surfers even after, presumably, the wearer has been eaten.
"This is certainly going to offend a lot of people," said Paul Lavoie, a press and poster judge and president-creative director of Canadian agency Taxi, Toronto and Montreal. "Some people will hate it and some people will love it. But no one's going to forget it."