Pat Fallon, founder and chairman of creative agency, Fallon Worldwide, tells Magazine World why a series of ads for washing machines, which take him back to his early years, was a worthy winner at Asia’s media advertising awards...

I wish I’d done that ad by Guangzhou Jia Mei Advertising, China. Simple, clear, strong and effective; I think the Shovel, Broom, Footmat campaign for Jinling Washing Machines was inspired.

It has all the characteristics of advertising that I love. In fact, without (I hope) sounding too self-important, it reminded me of the very best of my agency’s early work. It could easily have been, and arguably should have been, awarded Best Campaign of Asia’s Media Advertising Awards 2002.

All the ads in the campaign are bold, highly visual, and attention grabbing. It’s a brilliant solution to a tough challenge in what is usually a low-interest category (I know, I know...there’s no such thing as low-interest categories, only low interest advertising, but you only need to look at the amount of beer commercials nominated for such award recognitions to see what I’m getting at).

Like all great advertising, it breaks conventions, it challenges, and it reduces the product to its essential truth. In short, this campaign beautifully and elegantly makes its point. This is smart advertising from a smart agency representing smart products from a smart client. It inspired me and it inspired the creative department of Fallon Worldwide. Kudos all the way around.

Pat Fallon, chairman and founder of Fallon Worldwide, led the panel of judges at last years media advertising awards. Since January 2002, Fallon Worldwide has successfully expanded into Asia, developing agencies in Singapore, and Hong Kong, alongside the São Paulo, Minneapolis, New York, and London locations.

If you would like to nominate an ad campaign or an agency for recognition in this page contact Arif Durrani, editor, tel: +44 (0) 207 404 4169 or email: info@fipp.com

Ad agency: Guangzhou Jia Mei Advertising, China
Creative directors: Seah Chee Kiat / Commander Chen
Art director: Zhou Wen Wei Photographer: Chen Xi Qiang Account handler: Guo Min Illustrator: ShuBoYan / Pan Jun Yu
Copywriters: Billy Deng / Su Jun

Background
The media advertising awards are an annual celebration of Asia’s creative community.
Despite experiencing the second economic slow-down in three years, the quality of Asia’s advertising sector was deemed to be stronger than ever - with a record 21 spikes and 71 certificates being awarded.
The media advertising awards has been better known as the Asian Advertising Awards - being re-launched in 2001 under a new name and image. Haymarket’s media magazine is a fortnightly publication for Asia’s media, marketing and advertising professionals which has been serving the region for 23 years.

Related URLs:

www.fallon.com