Best of the 2009 TV bunch

Johannesburg - Looking for an agency for that blockbuster TV commercial?

Ogilvy Johannesburg is this year's top award winner in the genre, followed by JWT Cape and Ogilvy Cape Town. As a group, Ogilvy is also leading the way in developing a uniquely South African style, tone and voice, with campaigns for KFC, BP, and Volkswagen.

A classic was Ogilvy's "skop" for KFC, which depicts the irritation of a boy whose elders, in traditional township fashion, wipe their hands on his head after eating lunch with their fingers. At least, until the boy buys his father a pack of Kentucky Fried Chicken which is so tasty that his dad licks his fingers clean instead.

Almost all the work that won awards this year is part of the new localisation trend. Draftfcb's "Player 23" for Vodacom is quintessentially local.

The BP commercial featuring ill-matched teams of soccer players driving home the "SA United" image - the divas versus the taxi drivers, the mamas versus the cafe owners - could only have been made or appreciated in SA. Net#work BBDO weighed in for Cell C and Chicken Licken with more good work. In general, the judges seemed to be in parsimonious mood, and could have given greater recognition to some good work.

The total points awarded in the TV category at the Loeries were a third down on 2008, and no grand prix was awarded.

Not setting the world ablaze

It has to be said, though, that South African television advertising is not exactly setting the world alight right now. When South Africa had only two ads shortlisted in the Film category at Cannes, but did not convert even one to a bronze, there were those who threw their hands up in despair.

It could be that in turning to ads that are more relevant to the South African market, our agencies are producing work that is not appreciated or fully understood internationally. That is not necessarily a bad thing. Winning awards abroad is not the point of advertising; being effective in your target market is.

Best in TV this year

(Points won at The One Show, D&AD, Cannes, Loeries)

• Ogilvy Johannesburg - 950
• JWT Cape - 650
• Ogilvy Cape - 500
• Lowe Bull Jhb - 450
• FoxP2 - 350
• Shy the Sun - 350
• DDB South Africa - 150
• Draftfcb Cape - 150
• Net#work BBDO CT - 150
• Net#work Jhb ? 150.

- Fin24.com