The Xbox 360 television advert “Jump Rope”, which can be viewed online
via popular video sharing site YouTube, has won the ADDY Best of Show National award at that ADDY Awards Gala – the advertising world’s equivalent of the Oscars.
The advert, which features a variety of passer-bys participating in double Dutch jump rope does not feature any game footage and only the Xbox 360 logo following the tagline “Jump In”. The advert also won the ADDY Mosaic Award for multicultural advertising, the first time that the Best of Show winner has also picked up the award.
The award winners were announced at a gala ceremony in San Francisco at the AAF (American Advertising Federation) National Conference 2006. The winners were picked from 58,000 grassroots entries, from which 1,857 were judged in the national competition. A full list of other awardees can be seen at the ADDY official website
“This extreme double Dutch jump rope jam metaphorically captures the excitement and social aspect of the new generation Xbox 360," said Mark Tutssel, worldwide chief creative officer, Leo Burnett and Chairman of the 2006 ADDY Awards. "It was shot completely in-camera in one take. This is a beautifully crafted piece of work, and the soundtrack is inspired."