The National Marine Manufacturers Association has been awarded the Silver Hugo Award for its television commercial promoting NMMA boat shows.
Cinema Chicago, which annually presents the Chicago International Film Festival, announced the 2006 winners last week. A panel of judges and the public evaluate the winning entries. More than 12,000 votes were cast.
The NMMA’s commercial, titled Captain, ran in several markets across the country, including San Diego, Atlanta, Atlantic City, N.J., New York and New Orleans. The ad came in second, overall, in the audience-choice portion. The Silver Hugo Award for the entertainment category is the highest honor as voted by the selected judges panel.
“We are investing heavily in our show marketing, including new ads, enhanced online efforts, improved media buys and expanded public relations,” said NMMA president Thom Dammrich, in a statement. “The Silver Hugo Award confirms our direction is an appropriate one and rewards the risks we are taking to get our message out and increase show attendance.”
The concept for the ad was developed by The Ungar Group/Chicago. Based on the idea, “It’s good to be the one with the boat,” The Ungar Group came up with the concept of an old, portly man wearing a Speedo bathing suit and captain’s hat. He's on the beach, surrounded by a group of attractive, bikini-clad women.
The ad aired for the first time in September 2005 to promote the NMMA’s 30th Norwalk International In-Water Boat Show in Norwalk, Conn. The spot will be used, again, to promote some of the 2006 fall NMMA boat shows.