ON A HIGH NOTE
THE OVERWHELMING MEMORY I will take away from the 2008 Loeries is the spectacular opening sequence of the Sunday night show. The mood was electric as 2 000 excited young ad-dicts assembled in the giant Margate marquee for the second night of awards. On stage, the KwaZulu-Natal Philharmonic Orchestra played Ode to Joy, with its gradual build-up of sound and rhythm, while the Clermont Community Choir waited in the other wing.
The audience, more accustomed to the sounds of Bono than Beethoven, appeared to be paying little attention.
The climax – a thunderous clashing of cymbals, drums, instruments and the voices of the 30-strong choir at full pitch – was so dramatic it brought the entire audience to its feet, screaming, clapping and shouting. The orchestra clearly didn’t know what had hit it but its enjoyment of unexpected pop star status was obvious.
Unfortunately, it again led me to question the place of entertainment in the Loerie Awards show. My memory of the event is more about music than about advertising. Also, the event would benefit from being a little shorter. The seating was among the most uncomfortable I have ever experienced and three hours plus was too long. Less entertainment would have done the trick.
As far as the work on show is concerned I don’t think 2008 will go down as one of the stronger years for South African advertising. But I liked the TV grand prix, the touching story set in a South American village about juvenile love that ends with a message appropriate to people who invest through Allan Gray. But why was it set in Latin America? Couldn’t it have been an African story?