PARIS, FRANCE — The Gerety Awards 2021 deadline has been extended until April 30 and a new category for humour is announced.
The humour category will celebrate the best in advertising humour. Funny advertising becomes a part of popular culture. Just like Whassup for Budweiser by DDB Worldwide Chicago or The Bear for Canal+ by BETC Paris.
At last year’s Gerety there was The Punishing Signal from FCB India that would have been an ideal candidate for the humour category.
Executive Jury member Knox Balbastro, Staff Content Strategist at Alibaba Group, China commented “If you can get your message across in an ad, you’ve achieved a goal. However, if you can get your message across while making a viewer laugh out loud, you’ve created a connection. Reward the viewer with an endorphin rush for taking the time to interact with your brand. In today’s ‘me me me’ world of social media, the brand that gives back will be the one that is remembered”.
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Gerety Ambassador Uma Rudd Chia, Co-Founder & Executive Creative Director at KVUR in Singapore commented “People don’t remember names or facts about advertising campaigns. What they remember is the feeling the ad leaves them with. That’s why humour is important in advertising. And because men and women laugh at different things, humour isn’t necessarily gender neutral – and this reminds us of the need for diversity in advertising!”.
Instead of categories, the Gerety Awards are judged by Cut’s (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 1st, 2020 and the closing date.
The Gerety shortlist will be announced the first weeks of June followed by jury panels from around the world discussing their favorite 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.
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