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American Morning
Best in Show: 2003 Clio Awards
Aired May 21, 2003 - 07:47 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
SOPHIE CHOI, CNN ANCHOR: TV commercials last only 30 or 50 seconds, but the really good ones can leave a lasting impression. The Clio Awards recognize the world's most creative commercials. This year's grand prize winners were announced yesterday in Miami. The Grand Clio was won by an eye-catching ad from Ikea. Take a look.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Many of you feel bad for this lamp. That is because you're crazy. It has no feelings. And the new one is much better.
(END VIDEO CLIP)
CHOI: I think I just went on an emotional rollercoaster with that one, huh?
Joining us now from Miami to talk more about the Oscars of advertising, Bob Scarpelli, chairman of DDB Chicago and head of the Clio jury looking at this year's ads.
Thanks for joining us.
BOB SCARPELLI, CLIO AWARDS JURY CHAIRMAN: You're welcome, Sophie.
CHOI: So, what made this Ikea ad so wonderful?
SCARPELLI: Well, we thought it was really an unconventional idea for an unconventional brand, so it really fit the brand. And also, we really loved the way it really sort of challenges your perceptions and your perspective. It does kind of pull the rug out on you at the end.
CHOI: Another big contender this year was the Nike ad. Tell us what made that one so special then?
SCARPELLI: Well, you know, Nike, over the years, and their agency, Wieden & Kennedy in Portland, have set a very high standard for their work, for their advertising. And we felt this one was a wonderful simple demonstration of the fact that these shoes can make you run faster.
CHOI: OK, let's take a look at that Nike ad.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: We have contact. It looks like he has more souvenirs for the crowd. I think he has got the shoes to thank. A minute ago they were all chanting, who had all of the prize (UNINTELLIGIBLE). And he's off like a bull with gas!
(END VIDEO CLIP)
CHOI: Yes, that will get your attention, huh?
SCARPELLI: Yes.
CHOI: Well, both of those ads are American, but this really was an international competition with some 5,000 entries. So, how do you whittle that down? How do you narrow it to the best?
SCARPELLI: Well, we had -- our jury was 13 people from around the world, creative directors from around the world. And we start out with the long list of all of the entries, and we broke down in some smaller groups and kind of did an in-or-out to see if the spot moved along to the next round, where we created a short list of the ones we liked. And out of that short list, we all got together again and then narrowed that down to the short, short list, and then finally decided our Clio winners.
CHOI: All right, while we continue to talk, I want to look at some of these international ads. And I want to start with one that we just got a peek of just a bit ago, a gum commercial from Thailand that won a silver statue.
SCARPELLI: Right.
CHOI: So, tell me what's happening here, because we saw a little bit of it earlier, and it looked like a guy sitting on the ground there, and he's doing something with his mouth.
SCARPELLI: Right.
CHOI: What's going on?
SCARPELLI: Well, he's chewing Chicklets. This is a spot for -- actually a campaign for Chicklets chewing gum. And he's chewing Chicklets, so, you know, we may think that chewing gum is just kind of a fun thing, but in Thailand, this creative team taught us it's actually a useful activity.
CHOI: All right, and we have a Peugeot ad coming up right here that we want to take a look at.
SCARPELLI: Right.
CHOI: And in this one, it illustrates one man's obsession for a Peugeot.
SCARPELLI: Right.
CHOI: Now, tell me what made it so good.
SCARPELLI: Well, we thought it was very surprising in the fact that he is so obsessed with the car, he loves the car so much and that says great things about that car, that even if he can't have one, he's going to try to do the next best thing and turn his car into that car. And he looks pretty cool driving it there. He's styling at the end.
CHOI: Well, how is this different or better than other car commercials?
SCARPELLI: Well, we just thought it was a real surprising approach, you know? There were some really good automotive commercials this year from around the world, but we thought it was very surprising and it just showed the obsession and his love for the car.
CHOI: Yes, I think he did a pretty good job coming up with it, huh?
SCARPELLI: Yes.
CHOI: All right...
SCARPELLI: Yes, it was terrific.
CHOI: Yes, it did look terrific. Finally, one of our favorites here at AMERICAN MORNING is for a business newspaper in Germany. Let's talk about this one.
SCARPELLI: Right.
CHOI: You gave this one a silver statue.
SCARPELLI: We did. We thought this was a very simple and surprising idea. The best ideas are, of course, simple and I think surprising. And we really thought this one was simple, surprising, and really reflected the character of this newspaper, which is all facts and no frills.
CHOI: All right, let's look at it.
SCARPELLI: OK.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Before the first man in space flight, NASA developed a pen which was able to write in zero gravity without losing ink. The development costs around $18 million. That's how the Russians solved the problem.
(END VIDEO CLIP)
CHOI: Pretty darn good there, huh?
SCARPELLI: Yes, I love that one. I love that one.
CHOI: Yes.
SCARPELLI: Very simple. Very simple. CHOI: Now, this is not like the Oscars in the sense that you just give one statue to the best in the category. Tell me how the judging process goes.
CHOI: Well, you know, there really are no rules. You can award -- they're gold, silver and bronze awarded, and you can award as many golds as you want, as many silvers or as many bronze or none at all. And so, we tried to make sure that our gold Clios, the best of the best, were really that: the best ideas, the best work that we saw.
CHOI: All right, well, good enough. And the Clio Awards concludes today -- tonight. Thank you so much, Bob Scarpelli, for joining us and sharing some of these wonderful commercials with us. It makes you think.
SCARPELLI: You're welcome.
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com.
Aired May 21, 2003 - 07:47 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
SOPHIE CHOI, CNN ANCHOR: TV commercials last only 30 or 50 seconds, but the really good ones can leave a lasting impression. The Clio Awards recognize the world's most creative commercials. This year's grand prize winners were announced yesterday in Miami. The Grand Clio was won by an eye-catching ad from Ikea. Take a look.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Many of you feel bad for this lamp. That is because you're crazy. It has no feelings. And the new one is much better.
(END VIDEO CLIP)
CHOI: I think I just went on an emotional rollercoaster with that one, huh?
Joining us now from Miami to talk more about the Oscars of advertising, Bob Scarpelli, chairman of DDB Chicago and head of the Clio jury looking at this year's ads.
Thanks for joining us.
BOB SCARPELLI, CLIO AWARDS JURY CHAIRMAN: You're welcome, Sophie.
CHOI: So, what made this Ikea ad so wonderful?
SCARPELLI: Well, we thought it was really an unconventional idea for an unconventional brand, so it really fit the brand. And also, we really loved the way it really sort of challenges your perceptions and your perspective. It does kind of pull the rug out on you at the end.
CHOI: Another big contender this year was the Nike ad. Tell us what made that one so special then?
SCARPELLI: Well, you know, Nike, over the years, and their agency, Wieden & Kennedy in Portland, have set a very high standard for their work, for their advertising. And we felt this one was a wonderful simple demonstration of the fact that these shoes can make you run faster.
CHOI: OK, let's take a look at that Nike ad.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: We have contact. It looks like he has more souvenirs for the crowd. I think he has got the shoes to thank. A minute ago they were all chanting, who had all of the prize (UNINTELLIGIBLE). And he's off like a bull with gas!
(END VIDEO CLIP)
CHOI: Yes, that will get your attention, huh?
SCARPELLI: Yes.
CHOI: Well, both of those ads are American, but this really was an international competition with some 5,000 entries. So, how do you whittle that down? How do you narrow it to the best?
SCARPELLI: Well, we had -- our jury was 13 people from around the world, creative directors from around the world. And we start out with the long list of all of the entries, and we broke down in some smaller groups and kind of did an in-or-out to see if the spot moved along to the next round, where we created a short list of the ones we liked. And out of that short list, we all got together again and then narrowed that down to the short, short list, and then finally decided our Clio winners.
CHOI: All right, while we continue to talk, I want to look at some of these international ads. And I want to start with one that we just got a peek of just a bit ago, a gum commercial from Thailand that won a silver statue.
SCARPELLI: Right.
CHOI: So, tell me what's happening here, because we saw a little bit of it earlier, and it looked like a guy sitting on the ground there, and he's doing something with his mouth.
SCARPELLI: Right.
CHOI: What's going on?
SCARPELLI: Well, he's chewing Chicklets. This is a spot for -- actually a campaign for Chicklets chewing gum. And he's chewing Chicklets, so, you know, we may think that chewing gum is just kind of a fun thing, but in Thailand, this creative team taught us it's actually a useful activity.
CHOI: All right, and we have a Peugeot ad coming up right here that we want to take a look at.
SCARPELLI: Right.
CHOI: And in this one, it illustrates one man's obsession for a Peugeot.
SCARPELLI: Right.
CHOI: Now, tell me what made it so good.
SCARPELLI: Well, we thought it was very surprising in the fact that he is so obsessed with the car, he loves the car so much and that says great things about that car, that even if he can't have one, he's going to try to do the next best thing and turn his car into that car. And he looks pretty cool driving it there. He's styling at the end.
CHOI: Well, how is this different or better than other car commercials?
SCARPELLI: Well, we just thought it was a real surprising approach, you know? There were some really good automotive commercials this year from around the world, but we thought it was very surprising and it just showed the obsession and his love for the car.
CHOI: Yes, I think he did a pretty good job coming up with it, huh?
SCARPELLI: Yes.
CHOI: All right...
SCARPELLI: Yes, it was terrific.
CHOI: Yes, it did look terrific. Finally, one of our favorites here at AMERICAN MORNING is for a business newspaper in Germany. Let's talk about this one.
SCARPELLI: Right.
CHOI: You gave this one a silver statue.
SCARPELLI: We did. We thought this was a very simple and surprising idea. The best ideas are, of course, simple and I think surprising. And we really thought this one was simple, surprising, and really reflected the character of this newspaper, which is all facts and no frills.
CHOI: All right, let's look at it.
SCARPELLI: OK.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Before the first man in space flight, NASA developed a pen which was able to write in zero gravity without losing ink. The development costs around $18 million. That's how the Russians solved the problem.
(END VIDEO CLIP)
CHOI: Pretty darn good there, huh?
SCARPELLI: Yes, I love that one. I love that one.
CHOI: Yes.
SCARPELLI: Very simple. Very simple. CHOI: Now, this is not like the Oscars in the sense that you just give one statue to the best in the category. Tell me how the judging process goes.
CHOI: Well, you know, there really are no rules. You can award -- they're gold, silver and bronze awarded, and you can award as many golds as you want, as many silvers or as many bronze or none at all. And so, we tried to make sure that our gold Clios, the best of the best, were really that: the best ideas, the best work that we saw.
CHOI: All right, well, good enough. And the Clio Awards concludes today -- tonight. Thank you so much, Bob Scarpelli, for joining us and sharing some of these wonderful commercials with us. It makes you think.
SCARPELLI: You're welcome.
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com.
