RADIO IMPACT WINNERS
By Adnews Staff
Bob Newhart won the day for Bell Mobility Cellular in the first Radio Impact Awards competition. The awards were presented yesterday at the Advertising Club of Toronto's radio day luncheon. A spot created by the Toronto office of Cossette Communication-Marketing, in which the American comedian does a monologue about a dog named Fluffy that apparently ate another canine named Beans, took first place in the competition that rates radio commercials by their impact on consumers. The ratings are based on how much the spots are liked by listeners and how strongly the listeners are attracted to the products or services advertised. Cossette also won the Electronics category with an ad for Bell Mobility Paging. Second place overall went to Young & Rubicam in Toronto for its "Legend" commercial done for Ford Motor Company of Canada. This spot also won the Automotive category. There was a tie for third place overall between a French spot and an English one. The French commercial was done by RadioAd in Montreal for the professional organization for denturists in Quebec, l'Ordre des denturologistes du Québec. The English winner was done by RadioWorks for Burger King. This spot also took the Fast Food - Multi-outlet category. A special Top Retailer of the Year award went to the East Side Mario's restaurant chain, for a commercial entitled "Bada Boom, Bada Bing", done by ThinkMusic. This spot also won the Restaurants category.