A sure sign of talent. A coveted symbol of success. Each September, the creative community - and all those who admire their talent - gathers for a display of the ideas the creative advertising community is most proud of. Then the best of the best are honored at The Hatch Awards. The event culminates a long process of judging, which begins sometime in May after the deadline for submitting work.
Controversial anti-smoking ads landed Boston agency Arnold Worldwide top honors. Arnold, the region's largest agency, won ``Best of Show'' for explosive spots in its "truth'' teen anti-smoking campaign for the American Legacy Foundation. The foundation was created in 1998 as part of the $206 billion settlement with the tobacco industry, which earmarked funds to educate the public about the dangers of smoking.
Arnold collaborated with Miami agency Crispin Porter Bogusky on those spots, including one called ``Ratman.'' In that ad, an actor in a rat suit climbs out of a New York subway station, then drops dead because "There's cyanide in cigarette smoke. Same as in rat poison.'' Lorillard Inc., maker of Newport and Kent brand cigarettes, along with the tobacco industry, have complained that ads in the ``truth'' campaign violate the settlement agreement with 46 state attorneys general.
Lorillard says that agreement prohibits the use of settlement funds to "vilify and personally attack tobacco companies.''
Last week, Lorillard, of Greensboro, N.C., sued the National Association of Attorneys General, claiming the association has failed to hold the American Legacy Foundation accountable for allegedly violating the agreement.
Lorillard, the fourth-largest U.S. cigarette maker, says a radio spot in the truth campaign falsely claimed the tobacco maker adds urine to cigarettes. Lorillard said that ad suggests the company puts the chemical urea in its cigarettes, when in fact urea is found naturally in tobacco leaves.
Gina Caruso, with the Boston Idea Group, the advertising industry group that sponsored the awards, said Hatch judges were impressed with how Arnold tackled the subject and the way it conveyed a stark message to the youth audience.
It's the second year in a row that Hatch judges have picked controversial ads as winners. Last year, they tapped Hub agency Modernista! For a racy campaign for MTV.
In all, Arnold captured 103 awards last night, including seven of 11 gold awards. Hill Holliday Connors Cosmopulos took home 54 awards, and was honored for its Dunkin' Donuts campaigns.
Mullen, of Wenham, was lauded for work promoting Houghton Mifflin and a WGBH series on evolution. Modernista! and Watertown agency Allen & Gerritsen both took home 17 awards.
Modernista! got a nod for work done for General Motor's Hummer vehicle, as well as for former client The Gap. Allen & Gerritsen was honored for work done on behalf of the Jazz Musicians Emergency Fund. Framingham retailer Staples Inc. was honored for a blood-drive campaign.
The show's namesake, Francis W. Hatch, began his career in advertising at BBDO and went on to become the head of their Boston office. He was a copywriter, songwriter, storyteller, and more importantly, possessed all the qualities The Boston Idea Group strives to cultivate.
The 2002 Hatch Awards were held September 19 at John Hancock Hall in Boston. For more about the Boston Idea Group, visit: www.bostonideagroup.org.