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Best Television Commercials Garner Clios

June 17, 1985 GMT

NEW YORK (AP) _ Eighty-five television commercials, featuring such eye-catchers as a Pepsi- picking aliens and a Charlie Chaplin look-alike, won Clio awards Monday for advertising excellence.

The 26th annual awards attracted 19,506 entries from 40 countries.

In the U.S. television category, 65 Clios were given to 54 commercials, including those for Bud Light beer, Levi jeans, Tostitos tortilla chips, Pepsi-Cola and IBM computers.

Two Bud Light commercials, ″Heartland,″ and ″Factory″ - conceived by Needham Harper Worldwide, Chicago; produced by PYTKA Productions, Los Angeles; and with music by Klaff Weinstein Music, Chicago - won honors for Best National Campaign.

The ″Heartland″ commercial also won best corporate commercial and best Olympic commercial, a special Clio category given out every four years.

The advertising agency garnering the most Clios was New York’s BBDO, which received four.

The winning commercials included the Diet Pepsi ad called ″Sound Truck″ and a General Electric commercial called ″Power of Music.″

The firm won best film effect award for the Pepsi commercial entitled ″Spaceship,″ in which aliens hover over Coca-Cola and Pepsi soda dispensing machines and eventually choose the Pepsi.

The winners were to receive their awards before a black-tie audience of 2,600 adverstising executives at ceremonies held at New York’s Lincoln Center.

Other U.S. televison winners include the Levi’s 501 Blues’ ″Bluesman″ commercial, conceived by Foote, Cone & Belding of San Francisco and Tostitos’ ″Dragnet″ spot featuring the Joe Friday character of TV crime show fame, conceived by Tracy-Locke-BBDO, Dallas.

The IBM Home Computers commercial, which features Charlie Chaplin look- alike Billy Scudder trying to run a skate factory, won in the best office equipment category. It was made by Lord, Geller, Federico Einstein of New York and H.I.S.K. productions of Studio City, Calif.

An ad for the Acutrim food suppressant product called ″Nightmare Refrigerator″ - in which a woman is pulled to a beckoning strawberry shortcake while the music from ″Jaws″ plays in the background - won a Clio for Ally & Gargano advertisers in New York.

A public service announcement by the California Broadcasters Against Drunk Driving, called ″The Party’s Over″ won a Clio for the San Francisco advertising firm of Chiat Day.


The winners were chosen from national and international panels made up of advertisers.

The Clio awards were first given out in 1960. The name Clio comes from the mythological Greek muse Kleo, who was the proclaimer, glorifier and celebrator of history, great deeds and accomplishments.

Clio awards for radio and print advertising were given out at an afternoon ceremony last Friday.