The following entertainment article was written exclusively for Spreety TV Online by professional journalist Carolyn Giardina.
Advertising Industry Honors “Next” Platform
By Carolyn Giardina
Each year, the Association of Independent Commercial Producers selects the year’s most memorable and inventive TV commercials for its annual AICP Show, “The Art & Technique of the American Commercial.”
Recently, a “Next” category was added and then this year expanded with a goal of honoring viral/web films, websites, integrated campaigns and experimental efforts. The move reflects the changes that are taking place in advertising as more and more viewers are watching their entertainment on their computers. Forrester Research, in fact, recently released a study that suggests that interactive marketing—including online video and search marketing—will account for 21% of all marketing spend come 2014.
“When looking at the craft, it doesn’t matter what screen it appears on. It’s about the work and the approach. The Next category is about the future and where advertising is going,” said Matt Miller, president of AICP.
Among the honorees in this year’s Next competition in the viral/web film category was the Environmental Defense Fund and Ad Council’s “Polar Bears,” directed by Tim Godsall for Ogilvy New York, which illustrated the issue of global warming with ‘polar bears’ on the streets of New York. The ad can be viewed at YouTube.
Website/microsite honorees included General Electric’s “GE Ecomagination,” Doritos “Hotel 626,” and Sprint “NOW.” All three pieces were created out of Goodby, Silverstein & Partners.
The experiential category included Nike+ “Nike+ Human Race 10K” from R/GA. The entry enabled athletes around the world to participate in what was billed as the world’s largest running event.
The AICP Show is touring museums and cultural institutions around the country and abroad, before joining the collection at the Museum of Modern Art in New York. The Next category was launched with support of leading sponsor Yahoo! and supporting sponsor Microsoft Advertising.