Category 3A: TV Commercial or PSA, Externally Produced
Awarded to the best externally-produced advertisement or promotion appearing on television.
- Production values
Category 3B: TV Commercial or PSA, Internally Produced
Awarded to the best internally-produced advertisement or promotion appearing on television.
- Production values
Category 3C: Radio Commercial or PSA, Externally Produced or Internally Produced
Awarded to the best externally- or internally-produced advertisement or promotion for radio.
- Production values
Category 3D: Indoor or Outdoor Print or Digital Advertising
Awarded to the best print or digital outdoor advertisement, for example, poster, billboard, or digital signage.
Division and Category 3D
Florida Department of Highway Safety & Motor Vehicles
Jacksonville Jaguars In-Stadium Advertising
In an effort to target a large, captive audience, the Florida Department of Highway Safety and Motor Vehicles (FLHSMV's) partnered with the National Football League’s Jacksonville Jaguars franchise for the 2021-2022 season. With digital LED banner advertisements spanning 2,360 feet along both sidelines of TIAA Bank Field, this unique messaging placement broadcasts FLHSMV’s safety message “Focus on Driving” to NFL fans across the entirety of the 67,000-person capacity stadium. This scrolling message displays solely on the LED banner in the stadium for a total of 2 minutes per home game through the Jaguars’ entire season. The estimated reach for the LED banner over the 2021-2022 NFL season is more than 500,000. The ‘Put it Down’ messaging is typically directed to Floridians ages 15-55, which are a large population of the Jacksonville Jaguars’ attendance during game days. This messaging resonates with the audience as the message is displayed on the banner exclusively during its scheduled time.
Idaho Transportation Department
Instead of pushing the well-established message of how distracted driving is dangerous or kills, the Idaho Transportation Department used research to develop new and creative language to address the subject. The new approach focuses instead on “engaged driving”. The idea behind engaged driving is to create a fresh opportunity for Idahoans to start thinking and talking about what’s appropriate behind the wheel and in the passenger’s seat. This is a positive and contemporary approach, with individual and community layers. This video features a young, adventure seeker, a demographic typically comprised of young males in the 18-24 year old age range that tend to engage in riskier driving behaviors. The young rock climber talks to his peers in a way that a government employee might not.
Manitoba Public Insurance
The video imagines the following scenario: You are a Manitoban. It’s a workday in October. You are leaving the comfort of your warm home to begin your commute and you discover – no. NO! It’s happened. Snow is everywhere. On your commute, you see cars in the ditch and crashed into hydro poles. People are sliding through stop signs and red lights. Traffic has slowed to a crawl because a truck T-boned a family caravan. When you arrive late to work, you immediately rage-post a status update on Facebook: Did everybody forget how to drive? It’s like they’ve never seen snow before! "Nothing New" takes that Manitoba sentiment literally. With this concept, we imagine a world where everyone annually forgets what snow is and how to adapt their driving for the weather. To mentally prepare Manitobans for the coming winter, the campaign aired before the first snowfall and in later winter months with the message: In ice and snow, take it slow.
Colorado Division of Motor Vehicles
Save Time, Go Online
2020-2021 was in many ways a banner year for DMV communicators and creatives. The DMV launched several high visibility efforts, including the multimedia, bilingual awareness campaign to encourage Centennial State residents to save time and go online instead of visiting the DMV. This in-house commercial was part of that internally developed marketing campaign and was broadcast in English and Spanish over 1,300 times on dozens of broadcast stations throughout Colorado. It focuses on some of the many things Coloradans enjoy and share, whether that’s family dinners, hikes, or getting in a workout. The ad is short and succinct so viewers don't lose interest. Through capable video editing, the jump cuts give a sense of how busy everyday life can be which plays into the campaign’s overall message: Save time, go online!
Georgia Department of Driver Services
17-Year-Old Driver Education Radio Ad
A new law in Georgia makes Joshua’s Law driver training mandatory for 17-year-olds. Previously teens waiting until age 17 to test for their first license were exempted from 30 hours of classroom/online instruction and 6 hours of on-the-road training, otherwise known as Joshua’s Law. As of July 1, 2021, all teens under 18 must undergo the training. The public communication and outreach was critical since a teen’s first license is typically a family affair and could affect transportation plans to work or school. DDS planned radio ads to reach daily commuters, particularly parents of teens who are nearing driving age. The tagline 'Know before you Go’ became popular with radio personalities as well as listeners. Statewide 30-second ads were secured in six major markets airing 10 times per week for the first flight and 15 times per week for the remaining weeks. A total of 20,900 total spots aired.
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