Goodby, Silverstein & Partners' Magazine Ad Campaign for NBA Wins 2009 Grand Prize Kelly Award for Outstanding Magazine Advertising

June 15, 2009

“America’s Favorite Magazine Ad” Is BBDO’s “Hands” Campaign for AT&T
 
New York, NY (June 15, 2009)—San Francisco-based advertising agency Goodby, Silverstein & Partners and its client the National Basketball Association are the winners of Magazine Publishers of America’s (MPA) 2008 Kelly Award Grand Prize for outstanding magazine advertising, it was announced today by Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. Goodby’s "There Can Only Be One" ads for basketball games on ESPN/ABC/TNT helped bump TV ratings by 61% for the NBA. The agency also takes home the Gold Kelly Award for its “Häagen Dazs Loves Honey Bees" magazine campaign for Häagen Dazs, while Energy BBDO’s Canadian Club campaign, "Damn Right Your Dad Drank It," is awarded the Silver Kelly. 

The Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and campaign results. An elite panel of senior-level magazine advertising clients and creative directors from leading ad agencies judge the entries. The top three “best in show” entries are awarded the Grand Prize, as well as the Gold and Silver Kelly Awards. Also recognized are campaigns that excel in individual categories: Best Magazine Ads by Size, Best Integrated Campaign, Best Public Service Campaign and The Effectiveness Award, brought to you MRI Starch. (The full list of winners follows below.)

For the first time, the 28-year-old Kelly Awards were opened to consumer votes this year. The “America’s Favorite Magazine Ad” contest allowed the public to pick their favorites—based on creative execution only—among the 27 Kelly Award finalists via online polling. The top vote-getter was BBDO’s “Hands” magazine ad campaign for AT&T.  In addition, a number of the top consumer choices were also Kelly Award winners, including Goodby’s Grand Prize winning campaign for the NBA and the Silver Kelly campaign for Häagen Dazs.

“We are excited to celebrate exceptional magazine advertising on two fronts this year—through MPA’s Kelly Awards, which recognize the most creative and effective campaigns, and through ‘American’s Favorite Magazine Ads,’ which engaged the voting public to determine their favorites,” said Ms. Oppenheim. “This year’s extended awards program helped expand the audience for great magazine ads, while again demonstrating the power of strong magazine creative in getting results.”

The Kelly Awards Interactive Gallery (www.kellyawardsgallery.org), developed by New York-based agency Visual Mercenary, is a dedicated microsite featuring a virtual showcase of all Kelly Awards winners and finalists, video commentary from the panel of judges, and short video entries from many of the finalists discussing the inspiration for their work.

2009 MPA KELLY AWARD WINNERS
For complete information on campaign results and credits, visit the virtual Kelly Awards Gallery at www.kellyawardsgallery.org.

Overall Excellence Winners

Grand Prize Kelly

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  National Basketball Association ESPN/ABC/TNT
CAMPAIGN: There Can Only Be One
EFFECTIVENESS: Boosted TV ratings by 61%

Gold Kelly

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  Häagen-Dazs
CAMPAIGN: Haagen-Dazs Loves Honey Bees
EFFECTIVENESS: Grew revenue by +7%

Silver Kelly

AGENCY / CITY: Energy BBDO / Chicago, IL
CLIENT:  Canadian Club
CAMPAIGN: Damn Right Your Dad Drank It
EFFECTIVENESS: Outpaced category leader with a +4% sales increase in the first three months of the campaign

Individual Award Categories

The Effectiveness Award, brought to you by MRI Starch

AGENCY / CITY: BBDO NY / New York, NY
CLIENT:  Armstrong
CAMPAIGN: Laminate Flooring Print Campaign
EFFECTIVENESS: Generated a +64% spike in brand awareness

Best Integrated Campaign

AGENCY / CITY: McCann Erickson New York / New York, NY
CLIENT:  MasterCard Worldwide
CAMPAIGN: Priceless Search
EFFECTIVENESS: Increased brand awareness with key their target by +10% 

Best Public Service Campaign

AGENCY / CITY: TBWA\Chiat\Day / New York, NY
CLIENT:  Ad Council/U.S. Olympic Committee
CAMPAIGN: Don't Be an Asterisk
EFFECTIVENESS: Increased web traffic by +1,200%

Best Magazine Ads by Size

SPREAD WINNER
AGENCY / CITY: Carmichael Lynch / Minneapolis, MN
CLIENT:  Harley-Davidson
CAMPAIGN: Dark Custom
EFFECTIVENESS: Revved up sales among young adults by +24%

FULL- PAGE WINNER
AGENCY / CITY: Ogilvy NY / New York, NY
CLIENT:  Perrier
CAMPAIGN: IER
EFFECTIVENESS: Lifted sales by +11%, beating a 15-year record

INSERT/OUTSERT  WINNER
AGENCY / CITY: GSD&M Idea City / Austin, TX
CLIENT:  BMW North America
CAMPAIGN: "No" Booklet
EFFECTIVENESS: Inspired 67,360 new vehicle sales—exceeding their goal by +6%

WINNERS OF “AMERICA’S FAVORITE MAGAZINE ADS”
View the ads on www.mag-ads.com.

1. AT&T “Hands” by BBDO NY
2. “Häagen Dazs Loves Honey Bees" by Goodby Silverstein & Partners
3. Perrier “IER” by Ogilvy NY
4. Armstrong “Laminate Flooring Print Campaign” by BBDO NY
5. Canadian Club “Damn Right Your Dad Drank It” by Energy BBDO
6. National Basketball Association ESPN/ABC/TNT “There Can Only Be One” by Goodby Silverstein & Partners
7. MINI “Carfun” by Butler, Shine, Stern & Partners
8. ESPN “Fantasy Football Hall of Fame” by Arnold
9. Harley-Davidson “Dark Custom” by Carmichael Lynch
10. Valspar “Missing Chip” by Euro RSCG Chicago

 
Sponsors of the 2009 Kelly Awards include AdweekMedia, MRI Starch, Facebook and NewPage.

 
The MPA Kelly Awards were established in 1982 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing.  As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.