Markus Ruf
Jury President Radio and Sales Promotion
Jury President Radio and Sales PromotionWhat is so groundbreaking about the radio spots for the Walliseller company Sportplausch Wider? It's difficult for me to say, as I had to stay out due to my involvement in this assignment. But I think the spots were awarded gold because the client didn't want to get a joke, an address, a telephone number, a jingle and the twelve most important product benefits into 20 seconds. Instead, it has established an anti-hero who can be bizarre, overwhelmed and sometimes incorrect - and only ever advertises something in each spot. Personally, however, I would rather have given gold to the partner-winner radio spots.
And why was the "VBZ short stories" campaign awarded gold in the sales promotion category?
Ruf: Because it dramatizes the short waiting times of the VBZ in a surprising and wonderfully irreverent way. By summarizing all the classics of world literature that German teachers torture their students with in 60 seconds.
How do you assess the level in your categories? Do you recognize new trends?
Ruf: The level was - to put it very politely - not that great. Some spots were well thought out, but not so well done. I didn't hear any new trends in the radio spots. Unfortunately, the principle of "make a punchline at the front, then somehow bend it towards the product at the back" still dominates.
What is the general quality of the content of this advertising year?
Reputation: Lots of cake, few raisins. And a conspicuous number of them were baked in the same kitchen.
Which works could have a chance at the World Advertising Championships in Cannes?
Ruf: In print: those based on surprising image ideas, for example the Hakle single ad "Waage". Or the Nico yearbook campaign. In film: the Hakle "windshield wiper" commercial, because it explains the benefits of dry and moist toilet paper in a truly amazing way. What's more, every jury member knows the product.
What did you pay particular attention to when evaluating the submitted radio spots and sales promotions?
Ruf: That the work has a good idea. A good idea is one that you would have liked to have had yourself. And one that also looks good or sounds good.
The ADC is 25 years old: Is that why you set the bar even higher than usual when judging the works?
Ruf: No.
And why was the "VBZ short stories" campaign awarded gold in the sales promotion category?
Ruf: Because it dramatizes the short waiting times of the VBZ in a surprising and wonderfully irreverent way. By summarizing all the classics of world literature that German teachers torture their students with in 60 seconds.
How do you assess the level in your categories? Do you recognize new trends?
Ruf: The level was - to put it very politely - not that great. Some spots were well thought out, but not so well done. I didn't hear any new trends in the radio spots. Unfortunately, the principle of "make a punchline at the front, then somehow bend it towards the product at the back" still dominates.
What is the general quality of the content of this advertising year?
Reputation: Lots of cake, few raisins. And a conspicuous number of them were baked in the same kitchen.
Which works could have a chance at the World Advertising Championships in Cannes?
Ruf: In print: those based on surprising image ideas, for example the Hakle single ad "Waage". Or the Nico yearbook campaign. In film: the Hakle "windshield wiper" commercial, because it explains the benefits of dry and moist toilet paper in a truly amazing way. What's more, every jury member knows the product.
What did you pay particular attention to when evaluating the submitted radio spots and sales promotions?
Ruf: That the work has a good idea. A good idea is one that you would have liked to have had yourself. And one that also looks good or sounds good.
The ADC is 25 years old: Is that why you set the bar even higher than usual when judging the works?
Ruf: No.
