According to Howard Gossage, “Nobody reads ads. People read what interests them. Sometimes it’s an ad.” The 2012 AICP Show Copywriting Shortlist (link above) is composed of ideas brought to life with imagery. They are sometimes funny, sometimes profound, but always interesting. In the words of some Copywriting judges:

“If the tone is serious, it should make you feel something, not pontificate at me. If the spot is intended to make me laugh, I have to believe in the humor.” - Mary Knight / Draftfcb

“I love great writing in any form, but the :30 commercial is still one of the most wonderful of our existence. The challenges, the unique solutions that continue to show up…No matter how far I go into non-traditional or digital work, the :30 will always have a special place.” - Mike Lear / The Martin Agency

When producing short pieces such as commercials, great editing is crucial to the success of the finished product. The spots that made the cut on the 2012 AICP Show Editorial Shortlist (link below) reflect the vision, skills and souls of the editorial artists who worked on them. In the words of some of our Editorial judges:

“I have an incredible amount of respect for all the editors in this industry. For me, it’s about setting that pitch perfect tone, which draws you in and makes you remember the work.” - Maury Loeb / P.S. 260

“Editing is where the magic happens.” - Joanne Ferraro / Spot Welders

“If the agency supplies the ingredients and the director is the chef, then editors are the ovens out of which emerges a perfect commercial. There was some good cooking in 2011.” - Mary Knox / Red Car

The spots on the 2012 AICP Show Public Service Announcement Shortlist (link above) serve as a reminder that our industry doesn’t just sell things. We also advocate, educate and inspire. In the words of our judges:

“I judged PSA and thought the work was inventive…If a spot is not only memorable creatively but you remember the brand, that is a stand out spot. After all, it is [still] advertising!” - Roe Bressan / Lively Group

“PSA’s should reflect the best part of our industry - these projects should have just as much weight as the highest budget projects.” - Stacey Higgins

“The ability to create an emotional connection with the viewer is important, but the ability to get the viewer to take action is crucial. I relate to brands that have a higher purpose. It started with PSA’s, but there’s now a much bigger focus on social advocacy from mainstream brands. That’s a good thing.” - Mark Simon / Campbell Ewald

Edward Tufte said that “Good design is a lot like clear thinking made visual.” The work on the 2012 AICP Show Design Shortlist (link above) represents the work of many inspired thinkers. We asked some of our Design category judges what they thought:

“[I look for] a fresh approach to a job that has been done a million times, an attention to detail, and good visual storytelling.” - Justin Fines / DEMO

“[Design is] an incredibly competitive field that’s ever evolving. The standards are very high as clients expect more for less…[it takes] impeccable design, technique and execution in service of an emotionally satisfying message to rise to the top.” - Chris Do / BL:ND

Take a glimpse into the future by viewing the 2012 AICP Show Student Commercial Shortlist (link above). The work is impressive, inventive and inspiring. The honorees will have their work entered into the The Museum of Modern Art archives. That’s one hell of a graduation present! Our Student Category judges were impressed:

“[The work] was strong on all levels, emerging talent evolving for the next generation.” - Renee Krumweide / ResourceLA

“There are student level directors on the rise! I was amazed they were able to pull off productions of real scale. Students and schools are taking the commercial medium seriously, and that bodes well for them and the industry.” - Jesse Wann

“For the most part, I thought the work was impressive and well executed. It’s always amazing…to see how the new digital cameras and technology…push the creative work.” - Wayne Gibson / VCU Brandcenter

“The future looks bright! The DSLR cameras coming out now are just life-changing. Amateur work is looking excellent.” - Derrick Cameron / Ghetto Film School

“There are some very smart, irreverent, cheeky and clever kids coming up. Kids that entertain while selling, to the point where the product becomes the punchline of the joke at times, and I think that’s a great strategy. Many people forget set-ups but remember punchlines.” - George P. Nicholas / Hofstra University