I was thinking back to the ad from our Tuesday post, the Lidl price match ad poking fun at Morrisons. These are the kinds of ads that make me frustrated about the current state of creative awards schemes.
That Lidl ad has, rightly, been praised all over the internets by advertising people. It is a proper piece of advertising, an example of advertising smartness and creative craft. But do you think we'll see it win any awards? I doubt it.
And that's the problem. All the awards seem to go to some wizz-bangy execution, or cute art direction, or epic production job that is simple enough for jurors from five continents to get. Whereas less showy ads like this will invariably be overlooked.
Creative awards are rewarding the wrong kind of creativity. They award stylists and big production jobs, not thinking or smartness. They award showy craft over craft that is brilliantly invisible. They award the novel over the excellent.
That's why I don't think creative awards are relevant or useful any more. That's why we don't enter them. And I simply don't care whether some dickhead from Brazil or fashion victim from Shanghai thinks it's super-awesome.
The creative award scheme that awards that Lidl ad, though, that I would consider.