Gods of Advertising

Feeling blue (in a good way) w/ local LA choir performing in background…

Thought I’d reflect on my 15 minutes of fame hosting the Obie awards Tuesday night in Los Angeles. For those unawares, the Obie’s are the oldest advertising awards show in the world (seriously!), representing the best work in out-of-home media. The Obie’s are a big part of the Outdoor Advertising Association of America’s (OAAA) annual convention.

I have been a friend of the Obie’s & OAAA for many years and am a proud member of its Hall of Fame, for my “Curiously Strong” Altoids campaign. At the Obie’s in 1996, Altoids won its first of many creative prizes in our industry, thus beginning my long relationship with the show. That was a long time ago. Unfortunately, I recall being pie-eyed at the ceremony and little else. I gave a horrifying acceptance speech. Thank God You Tube was not invented yet.

Fortunately, I was clear-eyed and present this time around. Good thing as I had a job to do. While my primary purpose was to help steer the show along I was also given ten minutes to talk about some of my favorites subjects: signs, propaganda and their many roles in popular culture. I’ll likely post that content soon enough so I won’t go into it now. I will say that unlike any other media, outdoor advertising transcends time, technology and culture. ‘Signs’ are innately human and part of our collected DNA. Since early man first scribbled on cave walls several thousand years ago we have been using signage to communicate and advertise. By comparison broadcast is a moment in time and digital a blip.

Some highlights from the event are as follows:

Best of Show went to Droga5’s touching work for Prudential Financial, celebrating retirement on a very personal level. Part of an integrated campaign, billboards elegantly used quotes from various retirees.

This year’s Hall of Fame award went to ESPN for its long history of creating amazing advertising. No question ESPN deserves the award. Frankly, for creating great advertising in general. However, I have to say it was awkward reading about massive layoffs at the network on the very same day.

A personal highlight was witnessing art director Ed Odyniec, receiving a Gold Obie for his terrific OOH execution of the Allstate’s “Mayhem” campaign from Leo Burnett. Ed worked for me at LBWorks. Heartfelt congratulations to both he and his creative partner, Christopher Warmenen. Below is a video they created especially for the show. That’s Ed brilliantly cast as a nerdy lab scientist.

The day before the Obie awards Governor Jerry Brown made an impromptu visit to the convention. He gave a short but entertaining speech, where he extolled the virtues of outdoor advertising. His one piece of advice: Keep it simple. “Vote Jerry Brown… It worked for me.”

Governor Brown heading for the stage…

It must be gratifying to the OAAA and all the outdoor media purveyors, suppliers and vendor just how healthy their coral reef actually is. One need only look at the Obie winner’s list to see the robust mix of big brands and edgy new comers from both the client and agency side.

The Obie’s may not be in the same league as Cannes or The One Show in terms of prestige but no other medium is as exciting, versatile and vigorous as OOH. Period. And few awards shows are as meticulously planned and plain fun.

Shocker: creative director in a tie!