British Arrows success for adam&eveDDB, BBH, Outsider and McDonald's

UK advertising's current crop of luminaries gathered in Battersea last night to hand out the British Arrow awards to those responsible for the year's most outstanding TV commercials.

At a lavish ceremony hosted by comedian Jack Whitehall, the top prize was handed to a Marmite commercial that purports to show jars of the spread being rescued from neglect at the back of kitchen cupboards. Using the vernacular of documentaries about animal neglect with a suitably grave voiceover from Michael Buerke, the commercial - like the stuff it advertises - provoked both love and hate on social media when it was broadcast last year.

It was an exceptionally good night for adam&eveDDB - the advertising agency responsible for Marmite - as they picked up a host of Gold and Silver Arrows for other commercials before being later being named as Agency of the Year.

Outsider - the company that filmed the winning Marmite advert - picked up the award for Film Production Company of the year.

The Advertiser of Excellence award - an annual honour for one of the ad industry's favourite clients - went to McDonald's whose lengthy relationship with agency Leo Burnett has produced a consistently impressive stream of commercials over the past two decades.

Among the other Gold Arrow winners last night were commercials for Eurostar; Army Recruitment; Harvey Nichols; Channel 4; John Lewis; Honda; Guinness and Think! (Anti-Drink/Drive).

The Chairman's prize was handed to Nick Gill who - in his role as Executive Creative Director at Bartle Bogle Hegarty (BBH) - has helped his agency to consistently produce outstanding commercials and is a key reason why BBH managed to pick up Arrows Agency of the Year three times in the past five years.

Ben Priest, co-founder of adam&eveDDB, was also the star of the show in a less conventional way as Jack Whitehall built on a fictional relationship between the two that he established at last year's event by showing a montage of photographs revealing how their 'friendship' had grown over the past year. Corporate gigs might be lucrative for the comedians who host them but they can be notoriously difficult and Whitehall kept a crowd with a propensity for unruliness firmly in the palm of his hand throughout a long evening.

The full list of winners can be viewed below:

CHAIRMAN’S AWARD

Presented to Nick Gill, BBH

COMMERCIAL OF THE YEAR

Unilever - Marmite ‘Rescue’ made for adam&eveDDB by Outsider, directed by James Rouse

AGENCY OF THE YEAR

adam&eveDDB

PRODUCTION COMPANY OF THE YEAR

Outsider

ADVERTISER OF EXCELLENCE

McDonalds

GOLD AWARDS

BEST NEW CREATIVE TEAM

TUi Travel, Thomson Holidays ‘Simon the Ogre’ created by Christopher Keatinge and Dan Bennett from BMB

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Eurostar ‘Stories are Waiting in Paris’ made for AMVBBDO by hla, directed by Simon Ratigan

TELEVISION AND RADIO STATION PROMOTIONS

Channel 4 Born Risky Continuity ‘Born Risky: Alternative Voices’ made by 4Creative, directed by Alice Tonge

PUBLIC SERVICE ADVERTISING

Department for Transport Drink Driving ‘Morning After’ made for AMVBBDO by QI Productions, directed by Dominic Savage

UK TV SERIES

Britvic Tango ‘Cornershop, ‘Park’ and Footy’ made for BBH by Biscuit Filmworks, directed by Tim Godsall

ALCOHOLIC DRINKS

Diageo Guinness ‘Sapeurs’ 90” version, made for AMVBBDO by MJZ, directed by Nicolai Fuglsig

BEST INTEGRATED

John Lewis Christmas ‘Bear & Hare’ created by adam&eveDDB

FASHION

Harvey Nichols Christmas ‘Sorry I Spent it on Myself’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

The British Army ‘Boots’ 90” version, made for J. Walter Thompson by hla, directed by Simon Ratigan

RECRUITMENT

The British Army ‘Boots’ 90” version, made for J. Walter Thompson by hla, directed by Simon Ratigan

CONFECTIONERY AND SNACKS

Unilever Marmite ‘Rescue’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Unilever Marmite ‘Rescue’ made for adam&eveDDB by Outsider, directed by James Rouse

VEHICLES AND AUTOMOTIVE PRODUCTS

Honda UK ‘Hands’ made for Wieden+Kennedy by Nexus, directed by Smith & Foulkes

BEST OVER 90 SECOND CINEMA COMMERCIAL

Honda UK ‘Hands’ made for Wieden+Kennedy by Nexus, directed by Smith & Foulkes

RETAIL

Sainsbury’s ‘Christmas in a Day’ 3.5’ version, made for AMVBBDO by RSA Films, directed by Kevin MacDonald

BEST OVER 90 SECOND WEB BASED FILM

Sainsbury’s ‘Christmas in a Day’ made for AMVBBDO by RSA Films, directed by Kevin MacDonald

SILVER AWARDS

HOUSEHOLD SOAPS, DETERGENTS AND TOILETRIES

Unilever Lynx Apollo ‘Fireman’ made for BBH by Biscuit Filmworks, directed by Tim Godsall

TV AND RADIO STATION PROMOTIONS

Channel 4 Grand National ‘Street Race’ made by 4Creative, directed by Keith McCarthy

INTERNATIONAL

Arla Foods Lurpak ‘Weave Your Magic’ made for Wieden+Kennedy by Outsider, directed by Scott Lyon

DIRECT RESPONSE

Business in the Community ‘Second Chance’ made for Leo Burnett London by Blink, directed by Dougal Wilson

TELECOMMUNICATIONS SERVICES (NETWORKS) AND PRODUCTS

TalkTalk ’Date Night’ made for CHI & Partners by Academy Films, directed by Si & Ad

BEST 60-90 SECOND CINEMA COMMERCIAL

The Prince’s Trust ‘Bad Press’ made for CHI & Partners by CHI Lab, directed by Jonathan Burley

ALCOHOLIC DRINKS

Carlsberg ‘The Ride’ made for Santos by MJZ, directed by Juan Cabral

CHARITY

Save the Children - Christmas Jumper Day 2013 ‘The Killing does Christmas Jumper Day’ made by Contagious London, directed by Paul Weiland

CHARITY

Cybersmile ‘#DONTRETALIATE’ made by Rattling Stick, directed by Ed Morris

BEST OVER 90 SECOND WEB BASED FILM

Cybersmile ‘#DONTRETALIATE’ made by Rattling Stick, directed by Ed Morris

BEST 20 SECOND TV COMMERCIAL

Aldi Stores Ltd Aldi Champagne ‘Champagne’ made for McCann Manchester by Coy! Communications, directed by Mark Denton and Fern Berresford

ALCOHOLIC DRINKS

Aldi Stores Ltd Aldi Champagne ‘Champagne’ made for McCann Manchester by Coy! Communications, directed by Mark Denton and Fern Berresford

TELECOMMUNICATIONS SERVICES (NETWORKS) AND PRODUCTS

Hutchinson 3G Three Mobile ‘Pony’ made for Wieden+Kennedy by Blink, directed by Dougal Wilson

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

Hutchinson 3G Three Mobile ‘Pony’ made for Wieden+Kennedy by Blink, directed by Dougal Wilson

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Marie Curie Cancer Care - Great Daffodil Appeal ‘Symmetry’ made for DLKW Lowe by Blink, directed by Tom Tagholm

BEST 60 - 90 SECOND CINEMA COMMERCIAL

Marie Curie Cancer Care Great Daffodil Appeal ‘Symmetry’ Made for DLKW Lowe by Blink, directed by Tom Tagholm

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

Volkswagen UP! ‘Tall Girl’ made for adam&eveDDB by Gorgeous, directed by Chris Palmer

VEHICLES AND AUTOMOTIVE PRODUCTS

Volkswagen UP! ‘Tall Girl’ made for adam&eveDDB by Gorgeous, directed by Chris Palmer

INTERNATIONAL

Vodafone Mobile Network Coverage ‘The Kiss’ made for Grey London by Academy Films, directed by Frederic Planchon

TELECOMMUNICATIONS SERVICES (NETWORKS) AND PRODUCTS

Vodafone Mobile Network Coverage ‘The Kiss’ made for Grey London by Academy Films, directed by Frederic Planchon

BEST 60 - 90 SECOND CINEMA COMMERCIAL

Vodafone Mobile Network Coverage ‘The Kiss’ made for Grey London by Academy Films, directed by Frederic Planchon

BEST INTEGRATED

St John Ambulance ‘Save the Boy – Interactive Film’ created by BBH

CHARITY

St John Ambulance ‘Save the Boy’ made for BBH by Blink, directed by Dougal Wilson

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

St John Ambulance ‘Save the Boy’ made for BBH by Blink, directed by Dougal Wilson

VEHICLES AND AUTOMOTIVE PRODUCTS

Volkswagen Start/Stop Technology ‘Baby’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST 60 - 90 SECOND CINEMA COMMERCIAL

Volkswagen Start/Stop Technology ‘Baby’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Volkswagen Start/Stop Technology ‘Baby’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST 60 - 90 SECOND CINEMA COMMERCIAL

Eurostar ‘Stories are Waiting in Paris’ made for AMVBBDO by hla, directed by Simon Ratigan

BEST OVER 90 SECOND TV COMMERCIAL USING PAID FOR MEDIA

Channel 4 Born Risky Continuity ‘Born Risky: Alternative Voices’ made by 4Creative, directed by Alice Tonge

BEST 30 - 59 SECOND CINEMA COMMERCIAL

Department for Transport Drink Driving ‘Morning After’ made for AMVBBDO by QI Productions, directed by Dominic Savage

THE JOHN WEBSTER AWARD FOR BEST 30 SECOND TV COMMERCIAL

Britvic Tango ‘Footy’ made for BBH by Biscuit Filmworks, directed by Tim Godsall

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Diageo Guinness ‘Sapeurs’ 90” version, made for AMVBBDO by MJZ, directed by Nicolai Fuglsig

ALCOHOLIC DRINKS

Diageo Guinness ‘Sapeurs’ 5’ version, made for AMVBBDO by Stilking, directed by Héctor Mediavilla

RETAIL

John Lewis Christmas ‘Bear & Hare’ made for adam&eveDDB by Blinkink, directed by Elliot Dear and Yves Geleyn

BEST OVER 90 SECOND CINEMA COMMERCIAL

John Lewis Christmas ‘Bear & Hare’ made for adam&eveDDB by Blinkink, directed by Elliot Dear and Yves Geleyn

BEST OVER 90 SECOND TV COMMERCIAL USING PAID FOR MEDIA

John Lewis Christmas ‘Bear & Hare’ made for adam&eveDDB by Blinkink, directed by Elliot Dear and Yves Geleyn

RETAIL

Harvey Nichols Christmas ‘Sorry I Spent it on Myself’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST INTEGRATED

Harvey Nichols Christmas ‘Sorry I Spent it on Myself’ created by adam&eveDDB

BEST OVER 90 SECOND CINEMA COMMERCIAL

Harvey Nichols Christmas ‘Sorry I Spent it on Myself’ made for adam&eveDDB by Outsider, directed by James Rouse

BEST OVER 90 SECOND WEB BASED FILM

Harvey Nichols Christmas ‘Sorry I Spent it on Myself’ made for adam&eveDDB by Outsider, directed by James Rouse

DIRECT RESPONSE

The British Army ‘Boots’ 60” version, made for J. Walter Thompson by hla, directed by Simon Ratigan

BEST INTEGRATED

Unilever Marmite ‘Neglect’ created by adam&eveDDB

BEST OVER 90 SECOND TV COMMERCIAL USING PAID FOR MEDIA

Honda UK ‘Hands’ made for Wieden+Kennedy by Nexus, directed by Smith & Foulkes

BEST OVER 90 SECOND WEB BASED FILM

Honda UK ‘Hands’ made for Wieden+Kennedy by Nexus, directed by Smith & Foulkes

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

Sainsbury’s ‘Christmas in a Day - Army’ 60” version, made for AMVBBDO by RSA Films, directed by Kevin MacDonald

BEST INTEGRATED

Sainsbury’s ‘Christmas in a Day‘ created by AMVBBDO

UK TV SERIES

Sainsbury’s ‘Army, Kids, Dancing and Tree’ made for AMVBBDO by RSA Films, directed by Kevin MacDonald

BRONZE AWARDS

ALCOHOLIC DRINKS

Brown-Forman Corporation Southern Comfort ‘Shampoo’ made for Wieden+Kennedy New York by Biscuit Filmworks, directed by Tim Godsall

CHARITY

Business in the Community ‘Second Chance’ made for Leo Burnett London by Blink, directed by Dougal Wilson

FINANCIAL

John Lewis Insurance ‘Things Matter’ made for adam&eveDDB by Blink, directed by Dougal Wilson

FINANCIAL

First Direct Banking ‘Platypus’ made for J. Walter Thompson by Outsider, directed by Dom & Nic

HOUSEHOLD SOAPS, DETERGENTS AND TOILETRIES

Unilever Lynx Apollo ‘Lifeguard’ made for BBH by Biscuit Filmworks, directed by Tim Godsall

INTERNATIONAL

Unilever Dove Brand ‘Camera Shy’ made for Ogilvy & Mather by Epoch Films, directed by Everynone

VEHICLES AND AUTOMOTIVE PRODUCTS

Mercedes-Benz Magic Body Control ‘Chicken’ made for Jung von Matt/Neckar by Big Fish, directed by Daniel Warwick

BEST OVER 60 AND UP TO 90 SECOND TV COMMERCIAL

Vodafone Mobile Network Coverage ‘The Kiss’ made for Grey London by Academy Films, directed by Frederic Planchon

BEST INTEGRATED

Hutchinson 3G Three Mobile ‘Pony’ created by Wieden+Kennedy

BEST 30 SECOND TV COMMERCIAL

Paddy Power Bookmaker ‘Ball of Shame - New Season Launch’ made for CP+B London by Rattling Stick, directed by Andy McLeod

UK TV SERIES

Expedia ‘Bulgaria, ‘Himalayas’ and ‘New Zealand’ made for Ogilvy & Mather by Moxie Pictures, directed by Frank Todaro

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

Kristian Dean Audi RS 6 Avant ‘The Ring’ made for BBH by Academy Films, directed by Jonathan Glazer

BEST OVER 30 AND UP TO 60 SECOND TV COMMERCIAL

BBC One Christmas ‘Acting Masterclass’ made for RKCR/Y&R by Red Bee Media, directed by Kjetil Njoten

TELEVISION AND RADIO STATION PROMOTIONS

NBC, NBC Sport’s Premier League ‘An American Coach in London’ made for The Brooklyn Brothers NY by Moxie Pictures, directed by Martin Granger

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