The AICP Awards Honours the Best Advertising of the Year

The year’s best advertising was saluted tonight at The Museum of Modern Art at a gala AICP Awards celebration and screening. 

Since 1992, AICP has hosted this industry-wide celebration at MoMA to honour the winning work, which is annually made a part of the archives of the museum’s Department of Film. 

Winners for the 2024 AICP Show: The Art & Technique of the Commercial, the AICP Next Awards and the AICP Post Awards premiered earlier in the week at MoMA. The top winners in each competition – the AICP Show’s Advertising Excellence and Advertising Excellence/Campaign winners, the Next Awards’ Most Next winner and the Post Awards’ Best of Show honouree – were highlighted at a presentation at MoMA. The screening was followed by a gala celebration.

The winning entries for 2024, as well as each year’s collection of winners, can be viewed exclusively here, the AICP Awards Archive website. 

Judging for each of the three AICP Awards competitions were led by their respective chairpersons: Ralph Laucella, founding partner and executive producer of O Positive and chairperson of the AICP Show; Margaret Johnson, chief creative officer and partner at Goodby Silverstein & Partners and judging chair for the AICP Next Awards; and Craig Duncan, president and managing director of Cutters and chairperson of the AICP Post Awards. The chairs, along with AICP CEO Matt Miller, headlined the nights MoMA gala and shared the winners with an assembled audience of hundreds of professionals from the brand, agency, production and post production ranks. 

The AICP Show’s Top Honourees

The Advertising Excellence/Campaign winner for the AICP Show went to the Progressive Insurance ‘Dr. Rick’ campaign, comprising the spots ‘Chance Encounter,’ ‘Fast Casual’ and ‘Social Listening.’ All three pieces were directed by Martin Granger of Moxie Pictures for Arnold Worldwide.

The Advertising Excellence winner in the AICP Show went to ‘Best Friends’ for Uber One | Uber Eats, directed by David Shane of O Positive for Mother. The spot was also a winner in the categories of Direction and Humour.

The most-awarded production company in the AICP Show was SMUGGLER, with ten honours, followed by O Positive, with six.

The most honoured directors in the AICP Show for 2024 were Tom Hooper of SMUGGLER and David Shane of O Positive, both of whom earned four honours. The Best New Director honour went to Adam Morse of SMUGGLER for his work on ‘Javier in Frame’ for Google, created by GUT Miami. 

The most honoured agency in the AICP Show was TBWA\Media Arts Lab, with five honours, including one for its London office, followed by BBDO New York, with four honours. Havas and Mother both had three honours, while Droga5, Johannes Leonardo, NOMINT and Ogilvy had two honours each. 

The most honoured brand in the AICP Show was Apple, with six honours, followed by Uber One | Uber Eats and Vanish, both with three honours. 

The AICP Next Awards Top Winners

The Most Next honour, the AICP Next Awards’ Best of Show winner, went to ‘Banned Book Club’ for the Digital Public Library of America, created by FCB Chicago and produced by 456 Studios. An integrated, multidisciplinary effort designed to counter book bans in libraries across the country, this entry was also a winner in the categories of Digital Experiences, Purpose Driven and Real Time Engagement. Its ‘Banned Book Club’ initiative makes e-book versions of banned books available to readers in locations across the United States where titles have been banned, via the free Palace e-reader app.

As the winning entrant of Most Next, FCB Chicago directed a $5,000 grant from the AICP Foundation to Digital Public Library of America. The DPLA empowers people to learn, grow, and contribute to a diverse and better-functioning society by maximising access to our shared history, culture, and knowledge.

The most honoured agency at the Next Awards this year was FCB, with seven honours split between its Chicago office, which earned four, and its New York office, which earned three. The next most honoured agency was BBDO New York, with two honours. 

Leading the list of most honoured production or development companies at the Next Awards this year was 456 Studios, which earned a total of seven honours, three of which it shared with Lord + Thomas, which was the second-most honoured production or development company in the competition, along with HELO, which also earned three honours. The most honoured director at the Next Awards was Jackie Helfgott of 456 Studios, who earned four honours for her work on ‘Banned Book Club’ for Digital Public Library of America. 

The most honoured brand at the Next Awards was Digital Public Library of America, with four honours, followed by AB InBev Michelob ULTRA, with three honours, and Meta, also with three. Rounding out the list of most honoured brands was eBay, with two honours. 

The AICP Post Awards Top Winners

Winners of the AICP Post Awards are presented to the individual post production artists behind the winning pieces. The Best of Show winner this year went to Editor Matt Posey of PS260 for ‘Who is Sabato De Sarno? A Gucci Story’ for Gucci, created by the brand’s in-house agency and directed by Henry & Rel of Moxie Pictures. The entry also won in the category of Fashion/Beauty. Posey was also the most awarded artist in the AICP Post Awards this year, with two honours.

Companies whose artists earned multiple honours at the AICP Post Awards, in addition to PS260, included The Mill and Trim Editing, each with two honours. 

The most honoured agencies at the Post Awards were Droga5 with two honours, one of which it shared with Accenture Song; Gucci, with two honours; and Universal Music, with two honours. The list of most honoured brands at the Post Awards includes Apple, Expedia and Gucci, which each earned two honours. 

Jay B. Eisenstat Award Presented

In addition to saluting the winners during the gala event at MoMA, AICP presented its prestigious Jay B. Eisenstat Award to Robert L. Sacks, a partner in the law firm of Ellenoff Grossman & Schole, LLP and AICP’s long time general counsel. The AICP’s highest honour, the Eisenstat Award was created in 1990 and is named for one of the founders of the association. It’s bestowed on individuals whose expertise, guidance and leadership have helped define the commercial production and post production industry. Robert, who has worked closely with AICP almost since its inception, is the 21st recipient of the honour.

Sponsors help make all of the AICP awards competitions and events possible. AICP Partners and Supporting Partners, who support all AICP events throughout the year, are Cast & Crew, Advertising & Short Form Production, Universal Production Services, Wrapbook, Film Hawaii, Musicbed + Film Supply, NEED Financial Services, Sony Pictures Studios and Warner Bros.

The list of 2024 AICP Awards Sponsors Benefactors includes 1Park9, Another Country, Apache, Aspen Travel, AwardCore, Colorlab, Cutters, Directors Guild of America, Ellenoff Grossman & Schole LLP, Flavor, Heard City, IDC, Istros Media Corporation, JMR Equipment Rentals, Kodak Motion Picture Film, LBBonline - Little Black Book, Optimus, Republic, SHOOT Magazine / SHOOTonline, Source Shots Slate, S’well, TCS, Inc., Whitehouse Post and WORK.

The 2024 AICP Awards Patrons include BMG Production Music, The Roots Production Services and SAG-AFTRA.

Flavor created the graphics and design language for all three competitions, with music and sound design produced by Another Country. All showreel editing was performed at Cutters.

Established in 1992, The AICP Show is the most important advertising showcase in the US dedicated to excellence in craft. The AICP Post Awards, which debuted in 2001, honours excellence in a wide range of post production crafts and disciplines. And the AICP Next Awards, launched in 2007, highlights the winners of the 12 Next categories, which honour innovative marketing communications. Each show in the AICP Awards Suite is housed in The Museum of Modern Art’s Department of Film’s state of the art archives for future generations to study and are available for use or exhibition by the museum’s curators. 

Honourees of the AICP Show, The AICP Next Awards and The AICP Post Awards are preserved in The Museum of Modern Art’s Department of Film’s state of the art archives for future generations to study and are available for use or exhibition by the museum’s curators.