By Penny Parker
Jan. 10 - It's time for the annual boos and bravos where we get to award roses and raspberries to notable advertising and public relations campaigns of the year.
Overall, there were more roses to be handed out for last year's work. Readers mostly refrained from overzealous criticism of competitors.
The campaign that received the most votes from readers by far was the "Save the Mesas'' grassroots public relations effort aimed at thwarting Nike's notion that it might build a 5,000-employee complex on top of South Table Mountain in Golden.
Phase II of the campaign supported the successful "Save Open Space'' bond issue, organized by Plan Jeffco, a citizen's group. The $160 million revenue bond issue - to raise money to acquire open space land throughout Jefferson County - passed with a whopping 70 percent of the vote.
Jefferson County Open Space has made an offer to the landowners of North and South Table Mountains and is awaiting a response.
Other local ad campaigns that elicited bravos from readers were:
On the national level, readers found quite a few candidates for bravo awards.
For national PR campaigns worthy of bravos, Barnhart/CMI nominated:
Without question, my top pick is Karsh & Hagan's television campaign for The Colorado Lottery using Lee Majors reprising his role as the "Six Million Dollar Man.''
Not only was it a coup for K&H to land Majors for a fraction of his regular fee, but the humor in the ads sells Lotto tickets in a fresh and creative way.
My favorite of the series - and the spot that was picked up in the ABC special "The Best Commercials You've Never Seen'' - is "Tea.'' Majors visits Mary Cunningham, a real-life winner of $1.8 million from the Colorado Lottery. Majors notes that although Cunningham may now have the means to buy a new home and a new car, she can't buy her own sound effects like Majors has from his bionic-man days.
He demonstrates the sound effects while lifting the tea cup to his lips.
The ABC show featuring this spot is scheduled to air Feb. 6.
Here are my other picks from the 1998 pool:
Automobile dealers received the most boos, for content and repetition. Dealin' Doug was dealt a boo from Sander/GBSM. And the Rocky's Auto ads received thumbs downs from Sander/GBSM and Barnhart/CMI.
National spots that were dinged by readers were Miller Lite's "Dick'' campaign, all of the 10-10 calling prefix ads, "Yo quiero Taco Bell,'' Bud Lite's "Refrigerator Security,'' and Levi's "Stupid Youth.''
My boos go to:
Awards: JohnstonWells Public Relations received a remarkable report card from "Inside PR'' magazine. JohnstonWells earned good grades in the "hot creative agencies,'' "regional powerhouses,'' "best training programs,'' and "best workplace cultures'' categories.
People: The Integer Group has hired John Duban as a regional account director on the Coors account to lead all field activities in the South Central region.
McClain Finlon Advertising has hired four account supervisors: Megan Churbuck, Tracey Miller, Mary Wargo and Dean Digiulio.
Arnold & Co. Advertising/Public Relations and The Fort Restaurant have named Patrick J. Canty business manager.
Calendar: The Public Relations Society of America - Colorado Chapter presents "Media Strategies That Work,'' a half-day workshop from 7:30 to 11:30 a.m. Jan. 21 in the Petroleum Club. Registration deadline is Jan. 15. For information, call 303-758-9611. Penny Parker writes about public relations, marketing and advertising for The Denver Post. Her column appears Sundays.
Penny Parker writes about retailing, marketing and advertising for The Denver Post. Her column appears Sundays.