GMMB won a Gold ADDY and a Mosaic Award at the national American Advertising Awards in New Orleans, the world’s largest advertising competition, for its spot “Mirrors.” The ad, created for Hillary for America, juxtaposed then-candidate Donald Trump’s comments about women with footage of young girls scrutinizing themselves in front of mirrors.
According to a release, “We’re incredibly proud to be a part of Secretary Clinton’s campaign, and we are truly honored to receive this recognition from the AAF,” said Anson Kaye, the partner at GMMB who wrote the “Mirrors” ad and who led the creative team in the creation, direction, and production of more than 50 ads for the Clinton campaign. “The reason ‘Mirrors’ worked is that it tapped into a deep emotional chord that anyone with daughters will recognize. That’s what good ads should do: stay on strategy while transcending their subject matter to say something that is honest, powerful and true.”
The release also stated that when “Mirrors” first aired in September 2016, “it immediately created a national sensation. Over the ensuing days, it became one of the most shared, most viewed, and most talked about political ads of 2016 or any political cycle, with critics calling it “masterful,” “powerful,” “brilliant,” and “the most memorable general election ad in years.” The spot aired in 45 markets across the country.”
According to the American Advertising Federation, a Gold ADDY is awarded for the highest level of creative excellence and is judged to be superior to all other entries in its category. The Mosaic Awards recognize companies, agencies, and individuals whose commitment to diversity and inclusion is evident through their creative work and organization-wide initiatives.
D.C.based GMMB was the lead advertising agency for Hillary for America, making it, stated the agency, the third presidential cycle in a row in which GMMB played a lead role for the Democratic nominee for president. Previously, GMMB served as the co-lead advertising agency for first Senator and then President Barack Obama.