M&C Saatchi was voted the top advertising agency by the disabled at Scope's inaugural Give us a (Commercial) Break Awards last Friday.
The agency scooped the first prize for its positive portrayal of disabled people in the ad 'catwalk' for Freeserve. The spot, directed by Tony Kaye through Tony Kaye Films, features the disabled model and athlete, Aimee Mullins.
The commercial beat St Luke's Teletext TV spot 'glory' and Bartle Bogle Hegarty's One 2 One ad, 'ideal man'.
Nearly 400 delegates voted at Scope's fourth national conference. All the commercials in the showcase were for products or services that are not directly associated with disabled people.
Margie Woodward, Scope's equality advisor, said: ''Catwalk' is a powerful example of how the advertising industry can challenge the one-dimensional characterisations of disabled people.'
Peter Gately, the art director and writer of 'catwalk', said: 'It is gratifying as we're sure it's the one award that will mean the most to Aimee.'