Thursday, July 31, 2008

Advertising Awards are a Joke

I love controversial titles, but really they are. I know this topic was about a few weeks ago but I just got reminded of it and had to mention it.

Award ceremonies are supposed to be about things that get made. Oscars are not awarded to actors who did well in rehearsal, or to films that never got released.

So why do adland's big awards all seem to consist largely of concept ads that ran in one local newspaper on page 47, or in one case this year, was produced by for a client by a competing agency!

It's all well and good if you seperate concept ads from ads that actually had to get through the client; but frankly its time the adland awards folk sat themselves down and admitted this is wrong. Why should work that has never had go through critique, relevance testing from client, or any of the other procedures of everyday advertising be judged above those that have.

And to agencies that submit concept work or unapproved work to awards shows: shame on you. Really big fucking shame on you.

In the words of Graham at Words and Pictures: Celebrating your ghost ad's triumph over ads that actually had to go through client is like beating the shit out of a Down syndrome kid and calling yourself a Special Olympian boxer. You didn't play by the rules, it wasn't a fair fight and your victory is worthless. Worse, you've devalued the award of every legitimate winner.

No comments: