In one of the fun irony's of the awards event, one of the commercials that one at the RACie Awards was one credited with helping Julie Roehm get fired from Wal-Mart, in addition to winning the top honors for the commercial listed below. And the folks from Bernstein-Rein Advertising were much more polite then I might have been.
Wal-Mart won top honors at last night’s RACie Awards gala for a 2006 holiday television advertisement. The RACie Awards, distributed by the Retail Advertising and Marketing Association (RAMA) are given each year to honor the very best campaigns in the retail industry. The ceremony was held at the Hilton Chicago during RAMA’s Retail Advertising Conference (RAC).For the first time, audience members at the gala were allowed to choose the “Best of the Best” in retail advertising through live voting. By a narrow margin, audience members chose Wal-Mart’s Holiday 2006 “The 12 Minutes of Christmas” advertisement to receive the year’s top honor over advertisements from OfficeMax and Build-A-Bear. The television spot, produced by Bernstein-Rein Advertising, featured an unprepared guest at a Secret Santa party who begins a sing-along to “The 12 Days of Christmas” in order to rush out and purchase several gifts from a nearby Wal-Mart. Of course, he makes it back to the party with several CDs in a gift bag just as the final verse is ending.
Link: The National Retail Federation.
Link: Retail Advertising and Marketing Association RACie Awards.
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