DETROIT - A Jeep commercial showing a herd of zebras cleverly hiding from a lion behind a Grand Cherokee captured the Best of Show award at an advertising contest for Detroit-area ad agencies.
The same Jeep spot, by FCB Worldwide's Southfield, Mich., office, was the only U.S. auto commercial to win a prize at this summer's Cannes International Advertising Festival in France.
The DaimlerChrysler agency also won a total of 10 gold, or best-in-category, prizes for Jeep work at the 25th Annual Caddy Show Awards here.
Campbell-Ewald Advertising in Warren, Mich., won 12 gold awards. Eleven of them were for Chevrolet. Most of those were for the Blazer, but included were the Monte Carlo Web site and a radio spot for the Silverado.
Doner, in Southfield, Mich., won three golds. One of them was for the 1999 Mazda Protege commercial that created an urban background using special effects from photos of buildings on thousands of wooden blocks.
Another major auto advertising agency, J. Walter Thompson in Detroit, won two gold awards, including one for direct mail for its largest client, Ford Division.
Last year, Campbell-Ewald took best of show, unseating FCB, which had won the show's top prize for seven straight years.