Bibendum beat rest of the build
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ALWAYS seeking to improve standards, CM launched a competition for its advertisers. The panel of experts who judged the entries congratulated the winners but they had criticism to offer.
There were 117 entries in this, CM's first ever advertisement award competition. There were three classes with a supreme award going to the overall winner. The 1982 winner will be presented with a CMSilver Salver at the Apollo Hotel, Birmingham on Wednesday, October 20, before an invited audience of advertisers and their agents. The panel of graphic designers, who judged the entries, felt that overall the entries were a "mixed bag" varying from very good to "terrible".
Category 1 was for the best colour advertisement to appear in CM in the preceding 12 months. Michelin was the winner with its "Stick your load to the road" entry.
The judges thought that this was an original idea and an outstanding advertisement. "Had it been black and white it would still have been a strong advertisement" was their general opinion.
A close second was Scania's front cover "Italy's a Pizza Cake". In the panel's opinion this was the best use of a front cover they had seen. The quality of the photograph was praised. "It blends well with the rest of the cover," they said.
A seven-page advertisement from Ford launching its 90/150 Series engine was regarded as hard hitting and had plenty of impact. There was a doubt however. "Does it go on too long?" they asked.
The last page seemed overcrowded, they thought. It differed too much from the bold short sharp message on the other pages.
The best black and white entry in category 2 went to Dodge who also took second place. Ford's Transit entry was third.
So impressed were the judges with the Dodge entries they almost declared a "no third place". In their view, Dodge's two entries were "too far ahead of the field".
However, they relented and considered the other entries. The Ford entry, they said, lacked in certain areas of design but it was finally considered to be a good sales advertisement.
The most difficult category to judge was that of the dealers. These came in all shapes and sizes and in vastly differing qualities.
Ackers Jarrett came out on top with a full-page entry. It was well designed and sold the product very well said the judges.
Two Foden dealers fought it out for second and third places. Warrington Commercial Vehicles and Foden Commercials caused the panel many problems.
Warrington's entry was well illustrated and well laid out. Foden's was well designed and used very little copy, wh made the message stand I graphically.
After long deliberation, it v left to the chairman to make decision. "Joint second" was declaration.
Then it was down to the b overall advertisement with three class winners corning der the critical eyes of the perts.
"Michelin's tube of glue be Dodge's sausage rolls by whisker" was the final verdict.
How did the panel view 1 competition? The consens was that it could do nothing I improve the quality of adver ing generally. "CM has to congratulated on a novel and cellent idea" was their view.
Not all the entries were o high standard. Some were vi "amateurish" and required I treatment of professional r signers.
An example of the detail cc sidered by the judges was t impact on the image of the dustry. A fur-clad mod standing next to a dustbin fire, next to the fuel tank 01 commercial vehicle, was ii mediately committed to ti flaming dustbin as "ill cc ceived".
In the dealer category thr entries were not considered t cause they had been entered manufacturers.
Advertisements placed-in C from 1982 will be eligible for e try in the 1983 competition.