Comment: Litter import

 
This year's ADC judging has caused a row in the industry: it caused a stir at the ADC Festival, those involved and directly affected expressed their opinions in the press, and even anonymous letters were sent. The fact that the two gold-winning Mercedes commercials by Jung von Matt/Limmat were created in Germany is a source of irritation for some creatives. The Swiss Jean-Remy von Matt, who is a minority shareholder of Jung von Matt/Limmat and a regular jury member of ADC Switzerland, was also involved in the development of the commercials. But they were largely conceived in Germany. And that led to harsh reactions. There is talk of distortion of competition and, behind closed doors, even of unfair competition.
ADC President Jean Etienne Aebi is of the opinion that the two Mercedes commercials comply with current ADC regulations and that the jury's decision is therefore justified. This may be true, but the decision somehow leaves a stale feeling.
Critics are already warning that in future all network agencies will send in the best spots from their colleagues in Paris, London or elsewhere. Some alibi Swiss will surely be found, the submission will be legally flawless and the gold cubes will come. It probably won't be that bad, but the credibility of the ADC is at stake.
ADC Switzerland wants to promote awareness of creativity in advertising. This is extremely important for the industry, because only creative advertising can counteract the latent anti-advertising reflex in politics. The ADC is therefore well advised to go over the books as quickly as possible. A debate on whether the entry conditions are correct and still up to date is urgently needed. This is the only way to avoid such unpleasant cases in the future. Cases that are bad for the reputation of the entire industry. And nobody wants that.
Commentary by Pierre C. Meier, Editor-in-Chief of Werbewoche