NZI’s ‘Devil’s Chair’ ad cleans up at CAANZ Axis Awards

NZI’s ‘Devil’s Chair’ advert received a flush of trophies at this year’s CAANZ Axis Awards, including one of only two top awards that were handed out on the night.

Assembly, who produced the animation for ‘Devil’s Chair’ was awarded a Grand Prix award for Craft – the highest accolade possible at the event – alongside the New Zealand Transport Agency for their ‘Blazed’ advert directed by Taika Waititi of ‘Boy’ fame.  The double award came after judges said both ads were: “…faultless examples of their respective crafts”, making it impossible for them to pick one over the other.

The 'Devil's Chair' is the star of NZI's current campaign : 'Bad's not going anywhere'.

The ‘Devil’s Chair’ is the star of NZI’s current campaign: ‘Bad’s not going anywhere’.

Assembly also won two Gold awards for the Animation and Direction of NZI’s ad that depicts the adventures of a troublesome chair that causes destruction as it moves from business to business in the fictional Kiwi town of Port Avon and carries the tagline: ‘Bad’s not going anywhere. Neither are we’.

DraftFCB – the agency behind the ad’s concept – also earned a Gold Axis for Screen Content in the TV Single Commercial Above 30 seconds category while sound engineers Liquid Studios won a Silver Axis for Original Arrangement of Existing Music in celebration of the ad’s distinctive soundtrack, which is a rework of the theme tune from the movie, ‘The Good, The Bad and The Ugly’ by Ennio Morricone.

NZI’s marketing and communications manager Donna Williams said she was delighted to see the agencies recognised for their efforts: “They’re an incredibly talented bunch and they’ve been fantastic to work with.  It’s wonderful to see them take top honours for this outstanding piece work.”

A mechanic from the ad eyes up the dreaded chair unaware of what he's letting himself in for.

A mechanic from the ad eyes up the dreaded chair unaware of what he’s letting himself in for.

Since it was released in August last year, the commercial has been heaped with praise, including being listed as a finalist in the Best Ad category of the Fair Go Awards.  It also gained a mention in Stop Press’s Year Review as the ‘Most Memorable Marketing Moment’ of 2013.

To watch the ad, click the link: DraftFCB NZ – Devil’s Chair.

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