WCRS scoops Anna for BMW April Fool ad

by Nikki Sandison Brand Republic 21-May-08, 10:35

LONDON - WCRS has won the April ad of the month in this year's Awards for National Newspaper Advertising, for its April Fool BMW ad featuring a canine repellent alloy protection system.

The ad featured a dog standing near a BMW with smoke rising from its hair. The copy claimed that the marque's new canine repellent alloy protection system, developed by Dr Hans Zoff, will deliver an electric shock to any dog that relieves itself against the car.

Tom Spicer and Kit Dayaram were the WCRS creatives behind the ad.

Russell Ramsey, Anna's judge and executive creative director at JWT, said: "OK I admit it. Bleary eyed on April 1. This one caught me out. Only as far as Dr Hans Zoff, mind you. A worthy April Fools ad in the BMW tradition."

Ramsey nominated a further five national newspaper ads for the annual awards, including a "BA helpline" ad by CDP for National Express East Coast, which exploited the problems encountered by British Airways at the opening of Heathrow Terminal 5.

Ramsey said: "Simple, topical, straight to the point. Maybe train travel is better than Heathrow hell."

Both the BMW ad and the National Express ad will also be considered for the Topicality Award.

The other nominations for April were "loaded" by DDB London for VW; "Caribbean" by Bartle Bogle Hegarty for British Airways; "Keith Richards" by Ogilvy & Mather for Louis Vuitton; and "east green" by Shop for Adnams.

They will join the 22 already nominated for a share of the £60,000 prize money, to be distributed at the awards event in January.

Link: WCRS Showcase