Jury President Outdoor Advertising (Series)How would you rate the standard in your category? On the whole, it was okay. But the ADC entry fees are obviously so inviting that even miserable posters are submitted. What is pleasing, however, is that some campaigns that have been running for years still look fresh as a daisy thanks to new subjects: for example, the Mobiliar damage sketches.
Can newcomers be spotted, or did the ADC habitués win once again?
Ruf: The lion's share has probably already been won by the well-known top agencies and makers. But there are also some nice surprises this year. For example, the "Freitag" book.
Which works do you think have a chance at the Cannes Festival?
Ruf: Anyone who doesn't require any local knowledge and gets a clear message across in an amazingly simple way. The Nico yearbook campaign with the pee stains, for example, might have an easier time than the ZVV campaign with the Zurich streetcars in the lake.
What did you pay particular attention to during the evaluation?
Ruf: That the posters had a surprising idea. And that this idea was implemented in such a way that it could be understood without an explanatory slide.
What stood out to you as you evaluated the work?
Ruf: That more and more attempts are being made to incorporate the poster environment into the concept. This can be funny, such as the Graubünden warm-up ski squat in the toilets. In other cases, it seemed rather contrived.
Has advertising become bolder?
Ruf: No. Unfortunately, courage is often inversely proportional to the size of the budget. And since September 11, some clients obviously confuse boredom with seriousness.
What importance do you attach to lobbying in such competitions?
Reputation: Practically none. The safest way to get a work into a book is if the idea and implementation are captivating.
Would you now buy one of the award-winning advertised products solely on the basis of the advertising submitted to the ADC?
Ruf: If I were on vacation, I would actually look at Kuoni rather than Vögele. Conversely, I boycott companies that advertise stupidly. That's the most effective way of protesting against it.
Has this competition raised your professional pride as an advertiser to a new high?
Ruf: No.
Was there one of the works that achieved art status for you as an art director?
Ruf: No. But that's not a sign of quality either. For example, I find a commercial like the one with the rooster who wants to take his own life because of the Radio DRS wake-up program more interesting than a video installation by Pipilotti Rist.

Jury President Radio and Sales PromotionWhat is so groundbreaking about the radio spots for the Walliseller company Sportplausch Wider? It's difficult for me to say, as I had to stay out due to my involvement in this assignment. But I think the spots were awarded gold because the client didn't want to get a joke, an address, a telephone number, a jingle and the twelve most important product benefits into 20 seconds. Instead, it has established an anti-hero who can be bizarre, overwhelmed and sometimes incorrect - and only ever advertises something in each spot. Personally, however, I would rather have given gold to the partner-winner radio spots.
And why was the "VBZ short stories" campaign awarded gold in the sales promotion category?
Ruf: Because it dramatizes the short waiting times of the VBZ in a surprising and wonderfully irreverent way. By summarizing all the classics of world literature that German teachers torture their students with in 60 seconds.
How do you assess the level in your categories? Do you recognize new trends?
Ruf: The level was - to put it very politely - not that great. Some spots were well thought out, but not so well done. I didn't hear any new trends in the radio spots. Unfortunately, the principle of "make a punchline at the front, then somehow bend it towards the product at the back" still dominates.
What is the general quality of the content of this advertising year?
Reputation: Lots of cake, few raisins. And a conspicuous number of them were baked in the same kitchen.
Which works could have a chance at the World Advertising Championships in Cannes?
Ruf: In print: those based on surprising image ideas, for example the Hakle single ad "Waage". Or the Nico yearbook campaign. In film: the Hakle "windshield wiper" commercial, because it explains the benefits of dry and moist toilet paper in a truly amazing way. What's more, every jury member knows the product.
What did you pay particular attention to when evaluating the submitted radio spots and sales promotions?
Ruf: That the work has a good idea. A good idea is one that you would have liked to have had yourself. And one that also looks good or sounds good.
The ADC is 25 years old: Is that why you set the bar even higher than usual when judging the works?
Ruf: No.