Popular awards return to celebrate commercials
For those interested more in the commercials about British television than the programs themselves, the Arrow Awards have returned to please.
Showing in art centers across the United States the awards aim to celebrate the best television and cinema ads from the year. Starting in 1976, the Arrow’s seek to recognize and reward the best of British advertising. However, to reflect changing times, the awards’ focus has been expanded in recent years to include online ads as they have become more prominent in the industry. Associate Director and organizer of the Arrow Awards at the Walker, Dean Otto said that this year, there was a strong focus on emotion in advertising.
“(The) amount of focus on emotion has grown, families getting together, meals, hunkering down of people,” said Otto.
Lasting little more than an hour, the program shows each of the ads that are handpicked by ad executives for creativity and innovation. Running from Nov. 30 to Dec. 30, the commercials are shown in one of the two theaters inside the Walker Art Center in Minneapolis.
The selection displays the range of possibilities in advertising a product, from television to Facebook. Ads are in four ranks; Finalist, Bronze, Silver, and Gold, and range from the serious to the silly. For sophomore Noah Gustilo however, what matters most in an ad is the content.
“(I’m looking for) comedy and how well they can display their product,” Gustilo said.
However, for some, including junior Ali Howard, the desire to go can be due to different reasons, she said that for her, the setting can help draw someone in.
“The Walker has good ambiance, which can help make it interesting to go see commercials,” Howard said.
The awards have been popular in Minnesota for recent years, attracting more than 23,000 people to last year’s awards, and have sold out in previous years. The Walker has become one of the most popular spots in the United States to see the commercials. Otto said that the show has had a long history in Minneapolis.
“(There has been) strong interest in advertising in Minneapolis due to the large number of firms here, along with the awards starting out as an insider show,” Otto said.
There are a variety of reasons to go, beyond the specific ads. Gustilo said his background and interests helped push him toward the awards.
“I’m into advertising and enjoy seeing British things, plus I was raised in an environment that liked the British,” Gustilo said.
For any interested in the art of advertising, tickets are sold for $12 online or by phone through the Walker at 612-375-7600 and include a free gallery admission for a week after the show, a shop discount. The show is discounted for Walker members.
