Motel 6 and its agency, The Richards Group, captured the Best Creative Radio Spot – General Market, produced by an agency production company or advertiser, for their Motel 6 Feet Apart spot at the 2020 Radio Mercury Awards held virtually Tuesday night. Alpha Media won Best Creative Radio Spot – General Market, produced by a radio station or group, for its Disco Colonoscopy spot for Kansas Medical Clinic. And Casanova//McCann won Best Creative Radio Spot – Nongeneral Market for its Muleta spot for Covered California.
The annual awards, the only competition exclusively devoted to radio commercial creative, have traditionally been held in June in New York City. Organizers in late March pushed back the awards competition to Oct. 6 first at Sony Hall in New York City, before making them an online event for the first time ever.
“The innovation and creativity that we heard with this year’s winning audio truly impressed the jury,” said Robin Fitzgerald, Chief Creative Officer, BBDO Atlanta, and Chief Judge for the 2020 awards. “From at-home recording to using bots as talent, these winners showcased what it means to convey a brand’s message in a way that is both storytelling and story-doing.”
This year’s competition also pivoted “to recognize this moment in time,” Fitzgerald, said in June.
The awards presentation “reflects the power of radio creative and its ability to deliver for listeners and advertisers,” said Erica Farber, President and CEO of the Radio Advertising Bureau, and chair of the Radio Creative Fund. “Despite these unprecedented times, the Radio Mercury Awards winners continued to bring their all to this year’s awards and pushed the medium forward.”
The virtual presentation, produced by the RAB and hosted by Farber and Fitzgerald, featured this year’s final round jury, who served as presenters for the awards and included: Gary Du Toit, VP, creative director, BBDO New York; Kevin Jones, creative director, Wieden + Kennedy Portland; Zoe Kessler, creative director, Grey New York; John Matejczyk, co-founder, MUH-TAY-ZIK/HOF-FER San Francisco; Andrés Ordóñez, chief creative officer, FCB Chicago; Alejandro Ortiz, freelance VP and creative director; Sherman Winfield, executive creative director, VMLY&R Atlanta.
Finalists and attendees from across the country celebrated this year’s winners virtually. They included creative, radio and advertising leaders, along with students, families, friends and colleagues.
Best Creative Radio Spot – General Market, Agency/Production Company/Advertiser-Produced
Motel 6 Feet Apart
The Richards Group
Best Creative Radio Spot- General Market, Radio Station/Group-Produced
Kansas Medical Clinic
Best Creative Radio Spot - Nongeneral Market, Agency/Production Company/Advertiser/Radio Station/Radio Group-Produced
Best Brand Action Spot
Extra Gum, Mars Inc.
Best Spot for a Cause – Agency/Production Company-Produced
Whatever Gets You Talking
Seize the Awkward
The Ad Council and Droga5
Best Spot for a Cause – Radio Station/Group-Produced
Black Voices of Humboldt County #2
Lost Coast Communications Inc.
Best Use of Humor in a Spot
Daa Tadaa Birthdaaa
Best DIY Radio Spot
It is Okay
Colorado Broadcasters Association
Best Use of Audio
Bridge Senior Living
Best Use of Sound/Music
Best Radio Station/Group Promotional Spot
We Don’t Want To See Your Face
Best Student Radio Script
Florida International University and Miami Ad School