- BMP DDB has continued its run of awards for its Volkswagen work by picking up the Gold award at the 1998 Aerial Awards, judged by the 200 creatives present.
The "tales of the unexpected" spot for Polo, created by Neil Dawson and Clive Pickering, won the individual category for Automotive ads, and was then pitched against the other category winners to determine the overall Gold. Close runners-up were "therapy" for Hamlet by CDP and "delay" for McDonald's by Leo Burnett.
Andrew Ingram, account planning director at the Radio Advertising Bureau, which sponsors the event, said: "The unique nature of the live voting on the night from the cream of the advertising creative community makes the awards the most democratic in the industry. What is priceless about the voting is that nobody knows who is going to win on the night."
Roz Sinclair, Sean Thompson and John Smith of TBWA GGT Simons Palmer picked up the best campaign award for Marston's Pedigree. The category is the only one that is voted for solely by the jury, headed up by Chris O'Shea, the joint creative partner of Banks Hoggins O'Shea.
O'Shea said of the evening: "There hasn't been what you could call a tremendous leap in creativity in this year's awards, but there has definitely been a continuation of an inching ahead year by year. Judging awards on the night with only a short time to decide is hard, but the trick is to try and remember what your gut reaction was when you first heard the ad."
The other category winners were Rainey Kelly Campbell Roalfe for the Sunday Times; BMP DDB for the Health Education Authority and BMP again for Marmite.