AICP shows off its work

Amex, Geico spots are among reel

An American Express commercial helmed by and starring Wes Anderson and the Geico "Cavemen" campaign were among the ads selected for the Association of Independent Commercial Producers' 2007 AICP Show reel, "The Art & Technique of the American Commercial."

The annual compilation of leading television advertising work from the past year was unveiled at a gala celebration Tuesday night at the Museum of Modern Art in New York. More than 2,000 members of the advertising and production industry gathered for the premiere of the one-hour reel, which will go into the museum's permanent collection.

For the first time, the advertising excellence/single commercial and advertising excellence/campaign categories have one honoree each, giving the spots in those categories the distinction of best in show. These selections underscore the relationship between advertising and entertainment.

The honoree for single commercial is American Express' "Wes Anderson," a "My Life, My Card" ad produced by Moxie Pictures for Ogilvy & Mather.

The campaign honoree is Geico's "Cavemen," produced by Furlined for the Martin Agency. This campaign is now the basis of a series slated to debut in the fall on ABC. The campaign's directors -- the team of Will Speck and Josh Gordon ("Blades of Glory") -- and agency copy writer Joe Lawson are on board for the series.

Anderson, Speck and Gordon are not the only feature helmers in the mix. Notably, directing duo Jonathan Dayton and Valerie Faris, who helmed last year's hit "Little Miss Sunshine," earned two positions on the AICP reel on the strength of a pair of HP ads for agency Goodby, Silverstein & Partners. Bob Industries produced.

Director Bryan Buckley had three spots selected for the reel. Helmers with two ads on the show reel include Anderson, Dayton/Faris, Speck/Gordon, Dante Ariola, Martin Granger, Brent Harris, Tom Kuntz as well as Todd Mueller and Kylie Matulick and Rupert Sanders and Ivan Zacharias.

The visual effects category produced three selections, with visual effects created by WETA ("The Lord of the Rings"), Digital Domain ("The Curious Case of Benjamin Button") and commercial house Method.

After its debut at MoMA, the AICP will present the show in select cities in the U.S. and abroad. This will include a July 25 screening at the Los Angeles County Museum of Art.