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David Blacker’s Blog

Drop in the Price of Chillies in 2009

img00250I was hoping for a fairly uncontroversial ad awards this year, following on the heels of 2008’s scam issues; however that doesn’t look likely. Everything seemed very low key at first. There were no embarrassing judges telling us our work was shit in the forums. There weren’t any catfights between CEOs and C-oh-ohs over whose ads were scam. Everybody was ready to toe the line, divide up the Chillies, and go on home in the same sedate rowboat. Sound almost Slimmish, no?

And Slimmish it was. This year’s panel of local and international judges decided wholesale was the way to give out Chillies, doling out a record nine (count ’em, nine) Golds, a Grand Prix, and a Best of Show. That’s more Golds than has been awarded in all three previous years put together. And don’t even get me started on the dozens of Silvers, sackloads of Bronzes, and what looked like millions of those silly Finalists that were handed out. Couple this with a new scoring system that moved away from the so-called Olympic system to a point-based system, and you have a Chillies show that was fundamentally different from the previous years.

Now I have many questions for the Chillies organizers, but it all boils down to just one really: WTF?

Let me explain.

I’ll start with the two scoring systems that have been tried for the Chillies — Olympic, and point-based. With the Olympic system that was in place over the last three years, metal value won — a Gold beat a Silver beat a Bronze, etc. Pretty simple. A Grand Prix or Best of Show trumped everything and the agency that got that baby scored the night. Now, there was a bit of a fuckup last year. Leo Burnett won a bunch of silvers (relatively a lot by the Chillies standards of the time), and looked to be 2008’s most consistently creative agency. But not quite. You see, Triad (which had won next to nothing all night) suddenly pulled a Gold out of the hat and had the last laugh. So this time, the Chillies decided “that’s not fair” (and to be fair, it really wasn’t very fair), and decided to move the goal posts. Onto the cricket pitch. They also forgot to tell Triad, apparently (though more of that, later). This time there would be a point-based or tally system. It didn’t really matter whether you won one Gold or three Bronzes, because each award was apportioned a point value, and at the end of the night, you totted up the score, and the agency with the most points won. To make matters worse, a fourth place slot was created so that if your work was too crap to win a Bronze, you’d still get a point for it. Then, to add an element of farce to the night (and no, I don’t mean the drag show), the Chillies decided there would be a Grand Prix and a Best of Show! Now, ladies and gents of the Chillies, I hope you’ve noticed that Grand Prix means “great prize” in French — in other words, yup, the best of show. So while international ad shows have one or the other, we have both. Continue reading

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May 5, 2009 Posted by | advertising | , , , | 41 Comments