Thursday, May 11, 2006

SMART BIC PENS COMMERCIAL WINS 2006 GOLD SIREN


A radio commercial for Bic Pens called “Chicken Inseminator” has won the 2006 Gold Siren Award, for creative excellence in radio advertising, and will be automatically entered into this year’s Cannes Radio Lions, it was announced today.
The spot, written by John Mescall, Rebecca Newman and Malcolm Chambers (pictured) from Smart in Melbourne, uses comedy to promote the importance of using a failsafe pen. The same ad also won a Silver Siren for winning the overall single category.
Member of the Siren Creative Council, comprising leading creative directors from national advertising agencies, and head of agency, KWP! Adelaide, Peter Withy said the winning ad was a very fine, fun idea for a seemingly difficult and low interest category: “The ad displays very fresh work, well produced and a style of humour we don't hear all that often. The writing makes it unique. Great radio starts with a great script - all the studio tricks in the world won't elevate dullness to greatness."
The winner was announced at a breakfast at Taronga Zoo in Sydney this morning, which featured comedian Michael Veitch and Sydney Nova 969’s Bianca Dye as host. The team from Smart wins a free trip for two to the International Advertising Festival in Cannes in June and the winning spot will be entered in the Radio Lions.
Withy, the Australian judge on the Radio Jury at the inaugural Cannes Radio Lions last year, said he expected the spot should do well at Cannes.
Chief executive officer of Commercial Radio Australia, Joan Warner said close to 500 entries had been received for this year’s Siren Awards reflecting the growing credibility and importance of the honor.
“The Siren Awards provide a fantastic opportunity for excellent Australian radio creative to be recognized both at home by the advertising and radio industries and again at Cannes, alongside the world’s best at one of the most prestigious events held for creatives,” Ms Warner said.
The other winners at today’s presentation included a Silver Siren Award for 2006 campaign category winner, also awarded to the Smart team in Melbourne for its Bic Pens campaign.
A Silver Siren was also awarded to the inaugural Craft Category winner, station Hot 91.1 Sunshine Coast for its ad called “The tadpole and the egg” for IVF Sunshine Coast. Sound engineer for the ad was Vaughan Jones and creative director was Kirsten Scholes.
Today’s breakfast was followed by a Masterclass, a creative seminar focusing on Australian comedy entitled, “So Who the Bloody Hell Are We?", and featuring comedian Michael Veitch. He was joined at the seminar by members of The Chaser team, Andrew Hansen and Chas Licciardello, who discussed why their irreverent humour works in Australia and also about confronting and lampooning key players from the world of politics, business, religion, media and culture.
Also speaking at the Masterclass was Senior Lecturer in Cinema Studies at La Trobe University, Dr Felicity Collins and Ralph van Dijk.

Winning ads can be heard and downloaded on website: www.sirenawards.com.au

29 Comments:

Anonymous Anonymous said...

That's such fucking bullshit. There were at least three ads better than the Bic pens rubbish, notably the outstanding VB campaign and the Cannes-winning United Nations ad.

Josh, Ben and the Saatchi crew, youse were robbed.

11:47 AM  
Anonymous Anonymous said...

whats a radio?

11:58 AM  
Anonymous Anonymous said...

are you serious? the vb stuff is just the audio track lifted from the TVC. That's not radio. Cock. What Cannes winning UN ad? Cannes is yet to be judged. That's why THEY WON A TRIP THERE.

Um, actually, sorry. I feel bad getting angry at a retarded person. They have a tough time as it is...

12:02 PM  
Anonymous Anonymous said...

Good work.
And not by the usual suspects.

12:03 PM  
Anonymous Anonymous said...

Three creatives. Two tickets to Cannes. Shit.

12:11 PM  
Anonymous Anonymous said...

Hey 12:02,

The VB stuff that won its round was a radio-specific ad for Bathurst. It was certainly not lifted straight from the TV, although another in the campaign, "Boonie" was.

The UN ad won a bronze at Cannes LAST year. Australia's first ever. I would have thought a guy so in touch with advertising would have known that.

Or perhaps it's you who's retarded?

12:17 PM  
Anonymous Anonymous said...

People who advertise for the UN should be shot.

12:35 PM  
Anonymous Anonymous said...

No, you're thinking of the Coalition for Gun Control.

12:43 PM  
Anonymous Anonymous said...

She's HOT!

12:45 PM  
Anonymous Anonymous said...

For fuck's sake Lynchy, you can't seriously post a new story, blithely ignoring the libelous crap below.

Delete it and maybe the angry little pricks can get back to work.

12:59 PM  
Anonymous Anonymous said...

He can and he did. Now you get back to work.

1:01 PM  
Anonymous Anonymous said...

The one in the red looks like he inseminates chickens.

1:52 PM  
Anonymous Anonymous said...

MR VB ad writer guys, you just ripped off our bud ads.

2:16 PM  
Anonymous Anonymous said...

Well done guys. Nice work.
I liked the print, but always thought it was much better served as radio. We can only hope there is TV on the way.
And for all you critics, I wonder when was the last time you wrote a radio spot, let alone a good one?

2:17 PM  
Anonymous Anonymous said...

Why don't they post the radio spots on the blogg like the TV? It disrupts a good read.

2:28 PM  
Anonymous Anonymous said...

I just listened to the other finalists- I reckon the Dutch Masters spot is a corker! Whadya reckon?

2:33 PM  
Anonymous Anonymous said...

Three of the five round winners have been shortlisted for the Clios. Strangely though, "Chicken Inseminator" is not among them.

Maybe it wasn't entered?

3:55 PM  
Anonymous Anonymous said...

Or maybe it's just shit.

3:57 PM  
Anonymous Anonymous said...

maybe radio is shit. turn it off, it's boring!!!!

5:55 PM  
Anonymous Anonymous said...

god ben you've got to stop being the first on every blog that names one of your rip off ads!!!!!!!!!

7:01 PM  
Anonymous Anonymous said...

Can't believe Mescall is still sporting that corkscrew perm. Still at least he isn't wearing those manky green cords he used to wear day in day out at JWT a few years back.

9:29 PM  
Anonymous Anonymous said...

If they only have two tickets, she can stay in my room at Cannes.

AJ

9:29 PM  
Anonymous Anonymous said...

very much deserved. Congratulations Bec and Mal.

4:34 PM  
Anonymous Anonymous said...

hey hey- the best thing that has happened in that agency for a while... bout time a chick got her work up there

4:51 PM  
Anonymous Anonymous said...

I dont like bagging creative as I know how frustrating it can be to get things even half-decent to run these days.

BUT, can someone please explain to me why this ad is so good. I'm truly interested in 'whyyyy'. I'm beginning to think i'm missing the point, somewhere...that my creative judgement is crap.

And speaking of why, why does a UN ad that wins at Cannes and One Show not win at the Siren Awards?

Anyone?

11:35 AM  
Blogger Luke CHESS said...

Shucks, I'm touched and all that people seem to care about our ad, but I for one am happy to stick with the old "judges' decision is final" line.

I'm pretty sure all of the Sirens finalists have seen metal at other shows (gold at One Show for one of them), so they were all in pretty good company.

Congratulations to the Smart team, well done, and enjoy sorting out which two of the three of you will be going to Cannes.

12:33 PM  
Anonymous Anonymous said...

wow... humility and decency. not something you expect to see on this blog.

2:18 PM  
Blogger Luke CHESS said...

No, that wasn't me replying "anonymously" to my own post either. I think I have a stalker.

6:04 PM  
Anonymous Anonymous said...

Fair enough.

But i still don't know why the winning ad is so good...it didn't make me laugh (and I assume it was written to be comical).

11:36 AM  

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