MELBOURNE: There’s likely to be a few hangovers around the corridors of Melbourne advertising agencies today.
The city’s advertising fraternity turned out in force last night to see which television commercial created in the past 50 years would be voted the most memorable in the state of Victoria.
The event, called 50 Years of Melbourne’s Best Television Advertising, was hosted by the Advertising Federation of Australia (AFA).
The AFA invited a panel of top Melbourne creatives to debate a shortlist of 15 commercials.
The panel declared The Campaign Palace’s cult Holeproof ad for Antz Pantz as the winner. The ad for the Pacific Brands trademark launched in 1989 and put the underwear brand on the map in a big way.
The original Antz Pantz commercial features a female backpacker, her pet echidna and a few ants. The ad featured model Toneya Bird, who went on to appear in international campaigns for L’Oreal and Cover Girl.
Pacific Brands later pitched the account and Whybin/TBWA landed the business, resurrecting the Rex the Echidna character in a new version of the ad in 2003. Last year, Whybin created a third version of the ad featuring celebrities Nicky Hilton and Kimberly Stewart, again with the loveable Rex.
The Palace national CEO Mark Mackay said the award meant a lot the agency. Mackay said most Palace employees and many clients attended the event.
“This is a great result for every Palace employee – past and present,” Mackay said.
“It reminds me of the amazing creative bloodline we have here, and made us all feel proud to be a part of the brand.”
The original VB ad made in 1967 by George Patterson Partners was named the second most memorable ad of the past 50 years. The creative director who made the ad back in 1967, Colin Fraser, was in attendance last night to receive the accolade. The legendary ad man is in now in his 80s, and believed to be working at an advertising agency in St Kilda Road.
And while Victorians aren’t very familiar with Publicis Mojo’s Run Rabbit Run ad for Tourism Victoria for obvious reasons, the judges loved it, voting it the third best ad made in the state.
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