SAATCHI & SAATCHI SYDNEY WINS DECEMBER/ JANUARY COULD BE A CAXTON COMPETITION
A press ad to commemorate the death of Sir Edmund Hillary by the National Geographic Channel via Saatchi & Saatchi Sydney, has been announced as the December/January winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.Toby Talbot, ECD of DDB NZ, and the judge of the December/January competition, said: "There are some who say that newspaper doesn’t have a role in today’s media mix. This ad totally debunks that theory. Given it was the venerable London Times that first brought the world news that Ed Hillary had “knocked the bastard off�?, it seemed entirely appropriate that a newspaper ad should mark the passing of the great man the day after his funeral. And it says so much about the National Geographic brand that it can get away with running this ad. The brand fit is perfect. If it were my ad (and I’m pissed off that it wasn’t because we have them as a client) I wouldn’t have had his name or any kind of line. It really doesn’t need it. At least it doesn’t here in New Zealand. You see Everest. You see the flag at half mast. You get it. Regardless, this is what I’d call a proper press ad. And I wish I’d done it. Can’t say fairer than that."
The creative team from Saatchi & Saatchi wins an all expenses-paid trip to the 2008 Caxton Weekend.
CLIENT: NATIONAL GEOGRAPHIC CHANNEL
AGENCY: SAATCHI & SAATCHI SYDNEY
COPYWRITER: STEVE JACKSON
ART DIRECTORS: VINCE LAGANA AND MYLES ALLPRESS
Highly Commended was awarded to Consortium, Auckland for its 42 Below press ad.
The February/March competition is now open for entries. It’s free to enter and anyone can submit nominations. For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, visit Caxton Awards
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Yep. It's a corker. Nice one.
Yep, it's a cracker. First time in a while I've opened the paper and though 'Fuck, I wish I'd done that'".
And how good is Toby - would've made it twice as good by just removing one line. Genius.
(And they said there were never any positive comments on the blog.)
Brilliant News. Congrats guys. Vinnie you rock. x RICK JAMES
Toby's dead right about there being no need for the caption. Takes attention away from the half-mast flag -ie: the idea.
It's a very good ad, but without the line it would have been great.
Signed, An Elderly Copywriter.
it's obvious boring and more about the agency than Ed
please explain?
It's simple,relavant, original and has empathy.
Nice ad guys for a minute I thought it must of been created OS because you don't see ads like this anymore.
So this is brilliant? What does it say? A mountain climber is dead, watch tv?
You honestly think this is great? RIP ads have been done to death and the flag at half mast seems like a first thought at best.
It's a great idea and i reckon taking the line off would be a pretty predictable thing to do. Mentioning Ed's name and date of birth/death gives the ad a feeling of importance. Instead of just taking the typically formulaic "big visual and logo" approach. Nice work Vinnie Steve and Myles, you knocked the bastard off.
Simple, but so predictable.
Don't means to be nasty, 'cause I do like it, but the position of line pollutes the beauty of the ad. I think the line is necessary, but that mountain - that fuggin glorious, majestic beast - needs to sing on its own baby.
Still really good though.
was dat choo vinnie??
Like it or not, the idea's been done already.