Frank Budgen, from Gorgeous, directed last year's Levi's gold-winning entry "twist and is also behind some of this year's most hotly tipped contenders including "sofa", "tag from Nike, and Saatchi & Saatchi's animated NSPCC entry.
The strongest contenders from the US are Nike's "tag", "move and "shade runner and the TBWA/Chiat/Day campaign for Fox Sport. The campaign shows a staple gun and leaf blower causing mayhem after the factory workers responsible for their assembly were distracted by the sport on television.
The spots use the line: "Beware of things made in October. However, observers say the fact that Fox Sport's previous campaign picked up the Grand Prix in the film category last year may work against it in 2002.
Bartle Bogle Hegarty and Lowe are the UK agencies most likely to win more than one award. BBH's "odyssey", and its work for Xbox (including "Champagne and "mosquito"), are winning plaudits. Lowe's "sofa and its "doctor spot for Stella Artois are also among the favourites. Miles Calcraft Briginshaw Duffy's "bum note for Aristoc is also tipped to do well.
Ikea's "fork and "vibrator", created by Leagas Delaney Paris, are expected to attract an award. The spots encourage consumers to tidy up by featuring a young boy playing with a vibrator and an amorous clinch being interrupted when a misplaced fork stabs one of the kissers.
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