The Week: Best of the blogs - Spare a thought for juries

The One Show winners have been announced. Just five British ads won Pencils and none was a gold. In fact, Fallon's glorious 'gorilla' got a bronze, as did Skoda's 'cake'.

We mentioned this last year when 'St Wayne' didn't win at D&AD because there are so many foreign D&AD jurors and they don't care who Wayne Rooney is. To empathise, imagine Alex Hleb painted in the flag of Belarus.

The One Show has predominately US jurors, which is why winning work is predominately from the US. To see why they only gave 'gorilla' a bronze, imagine their equivalent ad: it would open with a reference to an old Hershey's ad line. Then we'd get the lead-up, the gorilla and the line about joy, followed by the Hershey's logo.

Would you UK readers think that was amazing? Less so, we'd imagine. Skoda 'cake' may have suffered in the same way, as it has the feeling of those films you'd find through the round window on Play School, another reference the Americans would not get.

So that's one reason why the UK didn't do better at The One Show. (We also heard that 'cake' didn't do better at D&AD because a Spanish juror claimed the idea had already been done.) The other reason is that there must have been corruption and ignorance on a grand scale. What other explanation could there possibly be for 'Berries and Cream' not getting Best of Show?


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