Article

All You Need Is Love

By Brett McKenzie on Feb 07, 2019

Ahead of Valentine's Day, Pencil and Cube winners aim straight for the heart.


Love is in the air! Well, love and awards deadlines. Yes, the hopeless romantics here at The One Club For Creativity have decided to line up the final extended deadlines for The One Show 2019 and the ADC 98th Annual Awards with Valentine's Day. So while you're enjoying a candlelit dinner next Thursday, remember that you have only one more day left to enter. How romantic!

To set the mood, we've looked into our archives and pulled out ten award-winning campaigns that we feel capture the love and passion of Valentine's Day.

 

 

1.

Title

Love Has No Labels

Agency

R/GA / New York

Client

Ad Council

Annual ID

DE16048G

Category

2016 Design: Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design

Title

Fans of Love

Agency

R/GA / New York

Client

Ad Council

Annual ID

OS_BE18035G

Category

2018 Branded Entertainment: Experiential / Live Events

 

When the Ad Council introduced its "Love Has No Labels" initiative in 2015, its mission was to change people's biases about what it meant for people to love each other. The folks at R/GA rose to the challenge with two thought-provoking campaigns. First, by displaying affectionate individuals through a take on x-rays, they demonsratated that we're all the same inside. Next, they turned the ever-popular "kiss cam" at sporting events into a heartfelt social message.

"Love Has No Labels" earned two Gold Pencils, three Silver Pencils, three Bronze Pencils and three Silver Cubes in 2016, while "Fans of Love" won a Gold and Silver Pencil, three Silver Cubes and a Bronze Cube at last year's One Show and ADC Annual Awards.

 

2.

Title

It's a Valentine's Day Tide Ad

Agency

Saatchi & Saatchi / New York

Client

Procter & Gamble - Tide

Annual ID

OS_FI18067M

Category

2018 Film: Television / Short Form - Single

 

Saatchi & Saatchi NY and Procter & Gamble weren't playing around last year when they aimed to turn every Super Bowl commercial into a Tide ad. They even parodied the Valentine's Day jewelry commercials that tend to air during "the big game." The entire "Tide Ad" campaign won an astounding six Gold Pencils, a Silver Pencil, a Bronze Pencil and a Film Best of Discipline honor at last year's One Show.

 

3.

TITLE

BABY, BABY

AGENCY

TBWA\Paris

 

TITLE

SUGAR BABY LOVE

AGENCY

TBWA\Paris

 

There probably hasn't been a safe sex campaign quite like TBWA\Paris' long-running partnership with AIDES, one of France's most recognized non-profits combatting AIDS. In 2005 the agency released "Baby, Baby," an animated tale of a young girl who grows up to find true love — with many pitfalls along the way. It's funny, it's very risqué, and you can't help but smile for our heroine at the end. 2006 brought us "Sugar Baby Love", a gay-themed version of the same concept. Both spots were recognized by The One Show in their respective years.

 

4. 

TITLE

HARDCHORUS

AGENCY

Droga5 / New York

 

When Valentine's Day falls on game day, what's a sports fan to do? To help smooth things out between obsessed soccer fanatics and their significant others, Droga5 and Puma created a Valentine's campaign to prove that even football hooligans are romantics deep down inside. Bringing together men whose hearts were in the right place (even if their vocal cords weren't) to belt out Savage Garden's "Truly, Madly, Deeply" as a sort of apology for choosing the game over their better halves, at least on that one special day. "Hardchorus" won a Silver and Bronze Pencil at the One Show in 2011.

 

5. 

Title

Extra "Sarah & Juan"

Agency

Energy BBDO / Chicago

Client

Wrigley, a Subsidiary of Mars

Annual ID

FI16162M

Category

2016 Film: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single

 

Can a stick of gum lead to true love? Who knows, but when Enerrgy BBDO introduced us to a sweetly awkward teenaged couple in this viral spot for Extra, a million heartstrings were gently tugged across the country. Will Sarah and Juan last as long as the gum's flavor? Come on, this is a Valentine's list, of course they do! This spot was recognized at The One Show 2016.

 

6. 

TITLE

PARISIAN LOVE

AGENCY

Google Creative Lab / New York

 

When it was rumored that tech behemoth Google would be launching its first ever Super Bowl ad in 2010, there was a collective "huh?" heard around the world. What could they possibly showcase? We needn't have worried; the team at Google Creative Lab told a touching love story without ever leaving their familiar home screen.

Surprisngly, "Parisian Love" didn't win at The One Show or in the ADC Annual Awards. So why are we featuring it? Well the spot was directed by Aaron Duffy, and it played a crucial role in him being named to our Young Guns 9 class in 2011.

 

7. 

Title

Sway

Agency

TBWAMedia Arts Lab / Los Angeles

Client

Apple

Annual ID

OS_MI18045S

Category

2018 Moving Image Craft: Craft - Use of Music / Licensed / Adapted Music - Single or Campaign

 

How is an ad that was ostensibly made for Christmas winding up on our Valentine's list? Yes, TBWA\Media Arts Lab's spot for Apple was created for December audiences, but the poetic dance moves of the couple are pure romance. And apparently, the characters' chance meeting in the spot is a case of art imitating life; the two dancers met during an audition, fell in love and are now married! So while it may be a Christmas ad, Cupid is definitely in the mix. "Sway" won three Silver Pencils and one Bronze Pencil at last year's One Show.

 

8.

TITLE

DANGEROUS LIAISON

AGENCY

BBH / London

 

Valentine's Day isn't just about what stirs in the heart. In BBH London's beautifully shot Levi's spot, love takes a backseat to passion, as a frisky couple frolics through the iconic denim brand's decades of history to the very appropriate strains of Little Annie's "Strange Love". The ad is just cheeky enough to keep your screen from fogging up. "Dangerous Liaison" earned a Silver Pencil at the 2007 One Show.

 

9. 

TITLE

SUSAN GLENN

AGENCY

BBH New York / New York

 

Valentine's Day celebrates love, but we would be remiss if we didn't tip our hats to love that got away. AXE — the body spray brand once notorious for its juvenile sexual fantasy-driven ads — turns a complete 180 in the hands of BBH's New York office. This surprisingly heartfelt spot features a voiceover by Kiefer Sutherland, ruefully reminiscing about that one girl in high school he never had the nerve to speak to. "Susan Glenn" scored two ADC Gold Cubes, a Silver Cube, a Bronze Cube, a One Show Gold Pencil and a Silver Pencil — small solace for a love that was never meant to be.

 

10. 

Title

A Love Story

Agency

Chipotle Mexican Grill / Denver + CAA Marketing / Los Angeles

Client

Chipotle Mexican Grill

Annual ID

ADC_MOT17030M

Category

2017 Motion: Craft in Motion / Animation / Animated Logo - Single

Rounding out our list, a childhood crush disguised as a rivalry spirals out of control. "A Love Story", the third of Chipotle and CAA's beloved animated short films, follows the tale of a young boy and girl with competing juice stands. Their snowballing oneupsmanship transforms them into mega-corporations before the simple love they had for each other — and their culinary creations — win in the end. "Love Story" was recognized at the ADC 96th Annual Awards, and was awarded Best in Animation at the 2017 One Screen (speaking of which, tickets to next week's One Screen event are still available!)

 

 

The final extended deadline for both The One Show 2019 and the ADC 98th Annual Awards is Friday, February 15, 2019.

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