New York, NY (April 16, 2008)—The finalists for the 2008 Kelly Awards for outstanding magazine advertising were announced today by Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America (MPA), during the New York Magazine Day festivities in New York City. The Kelly Awards, now in its 27th year, are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and effectiveness in meeting campaign objectives.

A total of 30 finalists, representing campaigns that ran in 2007, are eligible to win the $100,000 Grand Prize, as well as Gold and Silver Kelly Awards. These finalists will also be considered for Best Magazine Ads by Size, which includes “Less Than Full Page,” “Full Page,” “Spread,” “Multiple Page” (bigger than a spread), and “Insert/Outsert.” In addition, the Best Integrated Campaign and Best Public Service Campaign will be named.

The winners will be revealed at an all-virtual presentation of the Kelly Awards, currently in its second year. This virtual awards show will first go live on June 4, at KellyAwardsGallery.org. Winning campaigns will also be displayed in an interactive gallery on the Kelly Awards microsite.

“The impressive visuals and brilliant copy exhibited by this year’s Kelly Award finalist campaigns prove that some of the most effective magazine ads are also the most creatively engaging ones,” said Ms. Oppenheim.

She added, “We’re pleased to see such a diverse range of ads, from the humorous to the serious, especially ones that reflected the growth in environmental awareness. In addition, many of the campaigns focused on driving consumers beyond the page to the Web, demonstrating innovative ways that print and online can work together to achieve blockbuster results.”

An analysis of the 2008 Kelly finalists reveals:

Multiple Nominations
Goodby, Silverstein & Partners is in the lead with nominations for four campaigns. The following agencies received two nominations each: BBDO NY, Crispin Porter + Bogusky, Hill Holliday, Ogilvy & Mather, TBWA\Chiat\Day, Venables Bell & Partners, and Wieden + Kennedy. On the client side, campaigns for HBO Video, Hyundai and Nike each received two nominations.

Campaigns Featuring Celebrity Endorsements
Adidas—Gilbert Arenas, Tim Duncan, Kevin Garnett, Dwight Howard, Tracy McGrady
American Express—Larry David, Tina Fey
Nike—Sofia Boutella, Tom Brady, Roger Federer, Maria Sharapova, LaDanian Tomlinson

Campaigns with Environmental Themes
1% For The Planet, Greenpeace and Method

Advertising Categories
Apparel & Accessories—campaigns for Adidas, Nike and Pearl Izumi
Automotive—MINI Cooper and Hyundai
Bottled Water—Aquafina
Cigarettes, Tobacco & Accessories—Zippo
Financial—American Express, Mastercard and Liberty Mutual
Food & Food Products—Dunkin’ Donuts, Pedigree-MARS and Häagen-Dazs
Government & Organizations—Greenpeace, American Legacy Foundation, 1% for the Planet, United
Negro College Fund and The JFK Presidential Library and Museum
Household Furnishings & Supplies—Method
Local Services & Amusements—NBA
Media & Advertising—HBO (2 campaigns) and Jack Link’s
Public Transportation, Hotels & Resorts—Four Season Hotels and Resorts
Technology—Geek Squad
Toiletries & Cosmetics—Vaseline, Dove and Procter & Gamble/Oral B Floss

The 2008 Kelly Award Finalist Campaigns
View the Kelly finalist video at KellyAwards.org.

AGENCY / CITY: 180 LA (180/TBWA) / Santa Monica, CA
CLIENT:  Adidas USA
CAMPAIGN: The Brotherhood

AGENCY / CITY: Arnold & Crispin Porter Bogusky / Boston, MA
CLIENT:  American Legacy Foundation
CAMPAIGN: Whudufxup 2

AGENCY / CITY: BBDO NY / New York, NY
CLIENT:  Aquafina
CAMPAIGN: Water Brings Things to Life

AGENCY / CITY: BBDO NY / New York, NY
CLIENT:  Procter & Gamble/Oral B Floss
CAMPAIGN: Oral B Floss Campaign

AGENCY / CITY: BBH New York / New York, NY
CLIENT:  Vaseline
CAMPAIGN: Vaseline Brand Print Campaign

AGENCY / CITY: Blattner Brunner / Pittsburgh, PA
CLIENT:  Zippo
CAMPAIGN: Zippo Montage

AGENCY / CITY: Butler, Shine, Stern & Partners / Sausalito, CA
CLIENT:  MINI
CAMPAIGN: Hammer & Coop

AGENCY / CITY: Carmichael Lynch / Minneapolis, MN
CLIENT:  Jack Link's Beef Jerky
CAMPAIGN: Jack Link's ESPN

AGENCY / CITY: Crispin Porter + Bogusky / Miami, FL
CLIENT:  Geek Squad
CAMPAIGN: Wireless Awareness- If You Have Wireless

AGENCY / CITY: Crispin Porter + Bogusky / Miami, FL
CLIENT:  Pearl Izumi
CAMPAIGN: We Are Not Joggers

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  Hyundai
CAMPAIGN: Think About it/Roadside Assistance

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  Häagen-Dazs
CAMPAIGN: Ingredients

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  Hyundai
CAMPAIGN: Think About it/Engineer, Logo, Warranties

AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT:  NBA
CAMPAIGN: Where Amazing Happens

AGENCY / CITY: Hill Holliday / Boston, MA
CLIENT:  Liberty Mutual
CAMPAIGN: Responsibility

AGENCY / CITY: Hill Holliday / Boston, MA
CLIENT:  Dunkin’ Donuts
CAMPAIGN: Scary Snacks Campaign

AGENCY / CITY: Leo Burnett / Chicago, IL
CLIENT:  Greenpeace
CAMPAIGN: Greenpeace Print Campaign

AGENCY / CITY: The Martin Agency / Richmond, VA
CLIENT:  The JFK Presidential Library and Museum
CAMPAIGN: Ticket

AGENCY / CITY: McCann Erickson / New York, NY
CLIENT:  MasterCard
CAMPAIGN: Cachet

AGENCY / CITY: Mullen / Wenham, MA
CLIENT:  Four Season Hotels and Resorts
CAMPAIGN: When Life Feels Perfect

AGENCY / CITY: Ogilvy & Mather Chicago / Chicago, IL
CLIENT:  Dove
CAMPAIGN: Pro-Age

AGENCY / CITY: Ogilvy & Mather NY / New York, NY
CLIENT:  American Express
CAMPAIGN:  My Life. My Card

AGENCY / CITY: TBWA\Chiat\Day / Los Angeles, CA
CLIENT:  Pedigree - MARS
CAMPAIGN: The PEDIGREE Adoption Drive

AGENCY / CITY: TBWA\Chiat\Day / Los Angeles, CA
CLIENT:  Method
CAMPAIGN: Detox your home

AGENCY / CITY: tda Advertising / Boulder, CO
CLIENT:  1% For the Planet
CAMPAIGN: 1% For the Planet

AGENCY / CITY: Venables Bell & Partners / San Francisco, CA
CLIENT:  HBO Video
CAMPAIGN: Sopranos

AGENCY / CITY: Venables Bell & Partners / San Francisco, CA
CLIENT:  HBO Video
CAMPAIGN: That's Life In Deadwood

AGENCY / CITY: Wieden + Kennedy / Portland, OR
CLIENT:  Nike
CAMPAIGN: Rush Hour

AGENCY / CITY: Wieden + Kennedy / Portland, OR
CLIENT:  Nike
CAMPAIGN: Just a T-Shirt

AGENCY / CITY: Young & Rubicam / New York, NY
CLIENT:  United Negro College Fund
CAMPAIGN:  Thought Bubble

Senior-level magazine advertising clients as well as creative directors from leading advertising agencies evaluated the entries, and Condon O’Meara McGinty & Donnelly, LLP tabulated the judges’ scores to determine the finalists. For more information on the Kelly Awards, please visit KellyAwards.org.

Sponsors for the 27th Annual MPA Kelly Awards include Advertising Age and Creativity, as well as Getty Images.

The MPA Kelly Awards were established in 1980 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing.  As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.