Celebrity spots compete for IPA Effectiveness Awards

Celebrity spots dominate this year's IPA shortlist, which has been whittled down from 63 campaigns to just 30.

The shortlist includes Rainey Kelly Campbell Roalfe/Y&R's "your M&S" campaign, which featured the models Twiggy, Laura Bailey and Erin O'Connor, and Michaelides & Bednash's work for the Channel 4 show Jamie's School Dinners. Other celebrity-themed work shortlisted includes the tax self-assessment campaign fronted by Adam Hart-Davis and created by Miles Calcraft Briginshaw Duffy. Virgin Trains' "Return of the train" project (by RKCR/Y&R and Manning Gottlieb OMD) also made the shortlist.

TV was once again the most popular medium, being used in 26 of the 30 entries. It was followed by outdoor (24 entries), print (23), interactive advertising and PR (16 each) and ambient (nine).

Laurence Green, the convener of judges and Fallon London planning partner, said: "Old media or new media? Does creativity sell? Is it better to campaign consistently, disruptively or both? This year's shortlist shines a light on all these questions and more. We're delighted that the mix of brands, agencies and media is so rich. Each has its own tale to tell from the effectiveness frontline."

- Opinion, page 25.