By Matt Williams, campaignlive.co.uk, Saturday, 26 June 2010 09:00PM
The ad, which jury president Mark Tutssel described as "the perfect film", edged out Bartle Bogle Hegarty’s "The man who walked around the world" spot for Johnnie Walker and TBWA\Chiat\Day’s "Replay" campaign for Gatorade to take the top prize.
The Johnnie Walker ad was the only UK work to win Gold, but it was not all bad news for the industry, with British agencies picking up 13 of the 100 Lions handed out in the category overall.
Adam & Eve and Leo Burnett both won Silvers, the former for its "Always a Woman" ad for John Lewis, and the latter triumphing for its "Everybody" and "Techy Types" work for McDonald’s.
Eight UK agencies won Bronze, with Fallon and Rainey Kelly Campbell Roalfe/Y&R taking home two apiece.
Fallon’s awards came for its "Bull" spot for BBC Radio 4 and its "A-Team" Goldspot for Orange, while RKCR/Y&R won for its "Local Radio" work for the BBC, as well as for the "Fantastic Journey" ad for Virgin Media.
Saatchi & Saatchi London won Bronze for its "To Arthur" ad for Guinness, JWT picked up the award for its Lions Tour Sponsorship campaign for HSBC, while Grey London and Mother won Bronze for Toshiba "Space Chair" and Plane Stupid "Polar Bear" respectively.
Alexander Commercials Middlesex secured a Bronze thanks to its "Embrace Life" ad, created for the Sussex Safer Roads Partnership to promote seatbelt awareness, while the final Bronze went to BBH, which followed up its Johnnie Walker success with a gong for its "Turn Around" spot for Barnardo’s.
Tutssel said: "We found that we got down to a final three very quickly, but it was then much harder to decide between Old Spice, Johnnie Walker and Gatorade. Old Spice was the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet."
US agencies took home nearly a third of the 100 Lions awarded, including six of the 14 Golds.
This article was first published on campaignlive.co.uk