CHICAGO - The National Marine Manufacturers Association recently learned it has received a 2006 Silver Telly Award, the highest honor of its kind, for its television commercial entitled “Captain,” which promoted NMMA boat shows and ran in several markets across the country, including San Diego, Atlanta, Atlantic City, New York and New Orleans, the NMMA said in a press release today.
“Captain” was among more than 12,000 entries submitted from all 50 states and several foreign countries to the 27th annual Telly Awards program. A panel of judges selected the commercial to receive the Silver Telly statuette, the equivalent of first-place recognition.
“Being recognized with the Silver Telly is truly a major accomplishment,” said Carl Blackwell, NMMA vice president of marketing and communications. “The 'Captain' ad was not a typical boat show ad, and this most recent honor is proof-positive our out-of-the-box thinking resonated with consumers. Attendance figures were boosted at nearly all of our fall and winter boat shows in markets where the “Captain” spot aired this past year, with shows experiencing double-digit increases in more than one instance.”
The Ungar Group/Chicago developed the concept for “Captain” and produced the commercial. Based upon the idea “it's good to be the one with the boat,” the Ungar Group came up with this concept: an old, portly man in a Speedo and captain's hat surrounded on the beach by a group of young, attractive, bikini-clad women, with a boat in the background.
“Captain” first aired in September 2005 to promote NMMA's 30th Norwalk International In-Water Boat Show in Norwalk, Conn. The spot will be used again in 2006 to promote all fall NMMA boat shows.
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