The Gerety 2021 deadline has been extended until April 30 and a new category for humour has been added.
The humour category (or Cut as Gerety calls them) will celebrate the best in advertising humour. Humorous advertising has a remarkable ability to become part of popular culture. The Martin Agency and Geico have known this for decades. McCann Melbourne’s Dumb Ways to Die for Metro Trains Melbourne was so popular a karaoke version of the song was created. Aldi’s Tea ad by McCann Manchester, Cadbury’s Gorilla by Fallon London and Whassup for Budweiser by DDB Chicago also broke the boundaries of advertising.
At Gerety 2019 there was Polo Unfail for Volkswagen from DDB Sydney, which Gerety considers would have been a great entry for the humour category.
More recently, it adds, Granny Got Pants for sloggi from MullenLowe London and The Punishing Signal by FCB India for Mumbai Police would have been ideal.
Elle Bullen, creative partner and co-founder, SDWM Melbourne, and Grand jury member at this year’s Gerety Awards, stated, “I’m a sucker for funny ads. But while they’re easy to love, they’re far from easy to nail. Comedy is its own beast, one that has to connect, entertain and be powerful enough to make people snort, laugh or even pee themselves a little. I can’t wait to see this kind of work get the kudos it deserves in the humour category.”
Executive jury member, Ashleigh Bishop, Co-CEO at bagboard UK, added, “This year has proven, more than any other year that simple pleasures have the power to bring us pure joy. And we’ve all seen and shared ads that bring a humorous twist to a real human insight, giving us a much-needed laugh amongst the seriousness of the world. Advertising and the brands behind it have the power to be so much more to our lives than just selling us stuff. Celebrating the brands that have intelligently brought us a genuine smile is an important and welcome addition to the Gerety Awards.”
Instead of categories, the Gerety Awards are judged by Cuts (like a diamond). There are now eleven possible Cuts to enter, and any type of media can be submitted within each. Judging is based on the entries received in each Cut, regardless of medium. Entries submitted must be broadcast, published or released in a commercial environment with client approval between January 1, 2020 and the entry closing date.
The Gerety shortlist will be announced in the first weeks of June followed by jury panels from around the world discussing their favourite campaigns. The Gerety Awards shortlist will be the predictor for all other award shows in 2021, and an important benchmark for the industry for the best in advertising from the female lens.