A commercial for AT&T warning against the dangers of mobile phone use while driving won "Best in Show" honors tonight at The AICP Show: The Art & Technique of the American Commercial at The Museum of Modern Art in New York.
The nearly four-minute digital spot, "Close to Home," from BBDO New York and directed by Frederic Planchon of Anonymous Content, shows how a mother’s brief glance at a social media post leads to a devastating car crash that changes the lives of six people in an instant. Honored in the category of Advertising Excellence/Single Commercial, the ad follows the characters on what appears to be just another ordinary day until they experience a horrendous head-on collision, either as the drivers involved in the crash or as witnesses. Slow-motion cinematography replays the accident in reverse to bring the viewer back to the mother’s distracted moment and the message, "It Can Wait."
The top honors at The AICP Show’s Next Awards, which took place on Tuesday night at The Tishman Auditorium at the New School, went to the New York Times’ virtual reality piece "The Displaced." Named "Most Next," the VR experience brings viewers inside the lives of three refugee children from Syria, Ukraine and the Sudan. The project was directed by Imraan Ismail and Ben C. Solomon and produced by VRSE.works. The award includes a $5,000 grant for an educational institution of the winner’s choice, which this year will go Ashoka, an incubator for social entrepreneurs dedicated to social good.
The Next Awards — honoring work in the categories of integrated campaign, web/viral film, mobile, product integration, experiential, website/microsite, cause marketing and social — introduced a virtual reality competition this year. In addition to the New York Times piece, the winners were the Clinton Global Initiative "Inside Impact: East Africa," from Matter Unlimited, produced by Felix & Paul Studios with Missing Pieces; and 20th Century Fox’s "The Martian VR Experience," produced by Fox Innovation Lab, RSA Films and The Virtual Reality Company.
Wieden + Kennedy was the most awarded agency overall, winning six honors: two for Old Spice, "Whale" and "Make a Smellmitment;" two for Nike, "Ripple" and "Last;" one for Delta "Take Off;" and one for the Gap social campaign "Spring is Weird."
Deutsch and R/GA followed with five winning entries each. Deutsch won two for the Target’s "First Ever Live Music Video with Gwen Stefani;" and for the web sites for Taco Bell, "Ta.co," and Volkswagen Golf R "Unleash Your Rrr;" and the Water Is Life PSA "The Art Heist for Good."
R/GA’s honors included two for The Ad Council "Love Has No Labels" web film, the Samsung spot "Texts From Mom," the Beats By Dre social effort "Straight Outta" and the Nike music streaming service "Pace Station."
Droga5 won four honors: three for Under Armour, two for the spot "Gymnastics" and one for "Rule Yourself;" and one for BelVita "British Businessmen."
Agencies with multiple honors also included BBDO, Leo Burnett, McCann, TBWA\Media Arts Lab, Tutkovbudkov, CP+B, DDB Spain, Goodby, Silverstein & Partners, Grey and Johannes Leonardo.
The most honored production companies were RSA Films and Smuggler with four wins each. Multiple honors also went to Anonymous Content, Biscuit Filmworks, Bob Industries, MJZ, Reset Content and Stink USA.
All honored work becomes a part of the archives of the Department of Film at The Museum of Modern Art. The AICP Show celebrated its 25th anniversary this year.