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Levi’s Commercial Big Winner at Ad Industry Awards Show

May 4, 1996

SAN FRANCISCO (AP) _ A grainy, black and white Levi’s commercial shown in Europe won the top television award Friday night at the 37th annual Clio awards, the ad industry’s equivalent of the Academy Awards.

Seventeen countries won 221 gold and silver Clios. In all, 54 countries submitted 14,000 entries, up from 13,000 in 1995.

The Grand Clio for television advertising went to Partizan/Midi/Minuit of London for its 90-second Levi’s commercial, ``Drugstore.″

The spot, which contains no spoken dialogue, depicts a young man purchasing a tin of condoms at a rural drugstore in the 1930s. A tense moment ensues when the man realizes that his date’s father sold him the condoms. The scene ends happily when the father notices his daughter’s date is wearing Levi’s.

Condoms also were the subject of the Grand Clio print award honoring a series created by Knight Leach Delaney of London for Mates Condoms.

In the radio category, Clemenger Sydney of Australia won the Grand Clio for a spot created for Max’s Cat Litter. In the ad, a man mistakes cat litter for cereal.

The London-based design firm of Coley Porter Bell won top honors in the package design category for its design of a bottle of Ten Degrees mineral water.

Winners in the music video category included Satellite Films and 525 Post Production of Hollywood for Michael and Janet Jackson’s ``Scream.″ Crew Cuts and Quiet Man of New York won for ``Free as a Bird″ by the Beatles.

In the country category, Martina McBride won her second Gold Clio in two years for her video ``Wild Angels″ for The Collective of Nashville, Tenn. Spike Jonze of Satellite/Propaganda Films of Hollywood won a Gold Clio for his direction of Bjork’s ``It’s Oh So Quiet.″

For the first time, a Web site was honored with a Clio award. Pantyhose makers Leggs and Web site designer Proxima of McLean, Va., won a Gold Clio for its site, which combines subtle marketing of Leggs products and information for women.

Three commercials were inducted into the advertising Hall of Fame this year. They include Cliff Freeman & Partners of New York for a Little Caesars Pizza TV commercial (``Sistine″), WCRF Ltd. of London for Carling Black Label (``Dam Busters″) and TONY of New York for Guardian (``Points of View″).

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