<FONT COLOR="#FF0033"><B>Countdown to Goafest:</B></FONT> McCann-Erickson is readying for a bagful of metals

The agency is positive about winning some awards for its work for the Heal Foundation of India, Band-Aid, NDTV, Breakthrough Foundation, Radio Mirchi and Big Babol among others

McCann-Erickson, which had decided to stay from the Abbys this year, is hoping to get its due limelight at the AAAI Awards.

While the agency is hoping to get its share of a bag full of metals, one commercial that it is particularly pinning its hopes on is the public service ad film (‘Boy’), made for Heal Foundation of India, which has been entered in the Film: Public Service and Political advertising category. Incidentally, the film has already managed to win a Silver at Asia Pacific Advertising Festival, early this year.

Manish Bhatt, senior creative director, McCann-Erickson says, “McCann has used a part of the documentary directed by Rakesh Sharma which conveys the message: ‘Stop Hatred’. The film depicts the fact that kids are the ones who are worst affected during a riot.”

“The format is one of its kind, where a real documentary is used in an ad film, which in turn has been helpful in making the communication all the more powerful,” exclaims Bhatt.

In the same category, McCann has also entered another film (`Aap Kis Tarah Ke Aadmi Hai') for its client Breakthrough Foundation.

The other commercial which McCann considers to be a strong contender is the Band-Aid commercial titled `Dog', which has been entered in the Film: Medicines & OTC Products category. The commercial shows a girl who is heart broken after her boyfriend breaks off with her over the phone. While she sobs, her pet dog tries to divert her attention. The dog runs around the room with a pack in its mouth. Finally, when the girl takes notice of her pet, it drops a box of Band-Aid, which eventually brings a smile to her face. The super simply says: “Band-Aid, It heals”.

Bhatt feels that the TVC – filmed by Abhijit Chaudhuri of Black Magic Productions – scores because it extends the brand message from just physical healing to emotional healing.

Among the Coca Cola campaigns – which McCann is famous for – the agency has chosen the ‘Piyo sar utha ke' TVC to enter in the Film: Beverages/Dairy products category.

The Radio Mirchi ad (‘Mirchi Sunnewale always Khush’), which has already garnered rave reviews within the industry, has been entered in the Film: Media category. McCann has also entered a film created for NDTV --`Koshish karo, badlega India' in this category.

Bhatt says that the agency is also keeping its fingers crossed about two radio spots. The first one is for international innerwear brand ‘Hanes’ in the Radio: Textiles, Readymades, Shoes, Watches, Jewellery and Accessories category. The second radio spot entered at the AAAI Awards is for ‘Pears oil free soap’ in the Radio: Personal Toiletries, Cosmetic and Perfumes category. This radio spot draws an interesting parallel between oily skin and stickiness with people who are called `chipkoo'.

In the Press: Food including Seasonings/Confectionery/Snacks category, McCann is counting on Perfetti's ‘Big Babol’ ad. The print advertisement draws on human nature and shows the `Big Advantage' of having ‘Big Babol’. For instance, in one of the print ads, the ‘Big Advantage’ is shown when a boy is trying to get a ticket for an `A' certified movie, and the Big Babol's bubble hides his face.

In the Outdoor section, the agency has entered three of its ads. The first one is for Sweetex in the Outdoor: Food including Seasonings/Confectionery/Snacks category, and the agency feels that simplicity and minimalism will work for this ad.

The other ads entered in the Outdoor category include work for Western Union Money Transfer in the Finance/Banking & Insurance segment, and a series of six posters against child abuse for its client ‘Child Care’ in the Public Service and Political advertising category.

Besides these, Bhatt informs that the agency is also upbeat on winning a metal for its entry in Interactive: Consumer Durables/Home Décor/ Leisure/ Automotive and Accessories category for Tata Indicom website to promote one of its feature of online yoga.

© 2006 agencyfaqs!