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Rethink’s “Magic Wrench” spot for Mr. Lube was no flash in the pan at the Radio Marketing Bureau’s 44th annual Crystal Awards today. In addition to winning the Platinum Crystal as Best in Show, the ad also won gold in the Agency Single category and craft awards for both writing and performance.
The spot features someone from a car dealership calling a customer to inform him it’s time for an oil change. When the customer says he’s going to Mr. Lube instead, he’s told his car has a “special…aerodynamic, titanium auto pan…bolt” that only the dealer’s mechanic—and three other Japanese masters—can loosen with a “magic wrench.”
After the skeptical consumer hangs up, a voiceover informs listeners they can come to Mr. Lube for a warranty-approved oil change with no appointment. The spot ends with the tag “Mr. Lube. Ready for a change?”
Judges described the winning ad as “clever, entertaining and memorable.”
A total of 31 Crystal awards were awarded in 10 categories at the annual show honouring Canada’s best radio advertising.
Gold in the Agency Campaign category went to Taxi Toronto for a series of ads promoting Molson’s Carling in which a man is given license to reward himself with a case of the beer for performing such mundane tasks as putting the cap back on the toothpaste, changing the TV channel by hand and eating everything on his plate (donuts and french fries).
DDB Vancouver won a gold Crystal in the PSA category for its “You’re Fat” spot for the Looking Glass Foundation. The ad consists of a woman’s voice repeating the words “you’re fat, you’re ugly” over and over, while the message “If you had an eating disorder, you’d hear this voice 24 hours a day,” interspersed through the commercial.
Target Marketing and Communications in St. John’s won a gold Crystal in the Performance category—as well as a craft award for branding—for its “Caller Bill” ad promoting Irving’s “Cruise in to win” promotion.
JWT Toronto won gold in the Creative Use of Sound or Music category for its “Dirty Doorknobs” spot for Johnson & Johnson’s Purell.
Gold in the Station Promotion-Single category went to “Master’s Intro-Bro Jake Open” by Corus Radio, Vancouver, while 92.5 Jack FM, Rogers Broadcasting Toronto won gold in the Station Promotion-Campaign—as well as a craft award for creative use of the medium—for its “Springsteen in Hamilton” promotion.
Rogers Radio, Toronto won gold in both the Station-Single and Station-Campaign categories for its “Bob Loves Ball Hockey” spot for Ball Hockey Ontario and ads promoting Park N Fly’s “pay for seven days and stay for up to 28” promotion respectively.
Gold in the Small Market Radio Station category went to Pattison Broadcasting’s Big Country 93.1 in Grand Prairie, Alta. for its ad for local Volkswagen dealer People’s Automotive.
