"Impossible dream" followed in the footsteps of "grrr" in 2004 and "cog" in 2003. The ad, directed by Ivan Zacharias through Stink, was the brainchild of the Wieden & Kennedy copywriters Kim Papworth and Sean Thompson and the art directors Tony Davidson and Chris Groom.
DDB London won BTAA's Agency of the Year crown. Commercials for Cravendale and Marmite added to a raft of awarded work for Volkswagen including "boot" for the VW Golf Plus and "singin' in the rain" for the Golf GTi.
Production Company of the Year went to Stink for the first time. As well as "impossible dream", it produced Sure's "Stunt City" for Lowe London, which won three golds.
Other winners included "ice-skating priests" by Lowe for Stella Artois, and "cameraphone" for the Department of Transport by Leo Burnett, both of which won two golds. Fallon's Sony Bravia "balls" and Guinness' "noitulove" by Abbott Mead Vickers BBDO picked up one gold each.
John O'Keeffe, the BBH executive creative director and the chairman of BTAA's 2006 jury, said: "I don't think there will be many people arguing about the strengths of the three or four pieces of work that have risen to the top. As ever, it is just a little sad the number isn't closer to 30."