The Gerety 2021 deadline has been extended until April 30 and a new category for humour is announced.
The humour category will celebrate the best in advertising humour. Funny advertising becomes a part of popular culture. Just like Whassup for Budweiser by DDB Worldwide Chicago or The Bear for Canal+ by BETC Paris.
At last year’s Gerety there was The Punishing Signal from FCB India that would have been an ideal candidate for the humour category.
Gerety Ambassador Uma Rudd Chia, Co-Founder & Executive Creative Director at KVUR in Singapore commented: “People don’t remember names or facts about advertising campaigns. What they remember is the feeling the ad leaves them with. That’s why humour is important in advertising. And because men and women laugh at different things, humour isn’t necessarily gender neutral - and this reminds us of the need for diversity in advertising!”
Instead of categories, the Gerety Awards are judged by Cut’s (like a diamond). There are now eleven possible Cuts to enter, and any type of media can be submitted within each.
Judging is based on the entries received in each Cut, regardless of medium. Entries submitted must be broadcast, published or released in a commercial environment with client approval between January 1st, 2020 and the closing date.
The Gerety shortlist will be announced the first weeks of June followed by jury panels from around the world discussing their favourite campaigns. The Gerety Awards shortlist will be the predictor for all other award shows in 2021, and an important benchmark for the industry for the best in advertising from the female lens.
Named for Frances Gerety, the copywriter who in 1948 coined the slogan "A diamond is forever", The Gerety Awards marks the first time that a jury has been brought together to select the best in advertising — all advertising, not just advertising made for women — through the female lens, creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held.
