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Mitre 10's Little boys DIY advert has been named the Best Advert in the Fair Go Ad Awards for 2009.
The ad shows two young boys hanging out at a playground talking DIY like their dad's might, with the tagline that DIY it's in the DNA?.
Telecom's XT network ad featuring Top Gear's Richard Hammond was voted the worst.
The other finalists for the best ads were the Toyota Snowboarding ad, Instant Kiwi's Mexican Doug with its now iconic Get a Perm line (check out the hilarious spoof from the Fair Go team), the 2 Degrees advert starring comedian Rhys Darby and lastly Cadbury's Moving Eyebrows.
The adverts that missed out on the worst ad win were Thin Lizzy, Sensodyne's Jelly Fish, Tower Insurance's Dishwasher drama and Cadbury's Moving Eyebrows.
The Cadbury Eyebrow ad made it into the best and worst categories, which is, according to Fair Go Editor, Graeme Muir, not unusual.
About the ads...
Best ad finalists
Toyota - Snowboarding
Snowboarding taps into Toyota's marketing phrase that "every day is an opportunity to improve." This ad's central theme is that a young guy starts work early at Snowplanet each day to practice his snowboarding to impress a girl who works there; he's hopeless. But by ad's end he makes it to the bottom and gets the girl.
Mitre 10 - Little Boys DIY (Winner)
Kids in the playground, talking in adult-speak, about getting together at the weekend to help one of them with his DIY job. It sounds like a conversation had by many a DIY'er in pubs up and down the country and seeks to reinforce Mitre 10's catchphrase that "DIY's in our DNA." It also has a poke at our Trans Tasman neighbours.
Instant Kiwi - Mexican Doug
It seems many don't know what product this ad promotes, but its line (in a Mexican accent)"get a perm" has entered the Kiwi vernacular. It seems to be encouraging people to listen to the wild voice inside them, "live a little" and buy an Instant Kiwi.
2 Degrees
This ad, and its variants, launched the new mobile phone network 2 Degrees. It stars comedian Rhys Darby from Flight of the Conchords and plays on the premise that everyone in NZ is linked, not by six degrees of separation, only by two..
Cadbury - Moving Eyebrows
The kids with contorting eyebrows certainly provoke reaction - it's hilarious or intensely annoying. These ads are made in Britain and have global appeal but ultimately appear to say nothing about chocolate.
Worst Ad:
Thin Lizzy
An advertising jingle that sings as it sells make-up you brush on that covers all
Telecom Xt - Richard Hammond (Winner...)
The big campaign that kicked off Telecom's new digital mobile network
Cadbury - Moving Eyebrows
See above
Sensodyne - Jelly Fish
The swimmer struck down by tooth pain in the pool
Tower Insurance - Dishwasher Drama
The ad that shows men can load dishwashers and women can be grateful for that.