“We’ll leave the light on for you.” That iconic slogan shone brightly at the 26th annual Radio Mercury Awards, with The Richards Group winning the $50,000 Best of Show award for their Motel 6 Campaign. The 15 victors were announced at the awards presentation at Stage 48 in New York Thursday evening.
“The Motel 6 Radio Campaign won Best of Show because it created a fresh, top-of-mind execution to convey Motel 6’s iconic brand; this campaign continues the Motel 6 narrative in a refreshing and relevant way,” noted Mark Gross, founder and creative director, Highdive Advertising and chief judge for the 2017 Radio Mercury Awards.
The Richards Group also won the $5,000 Agency Production Spot award for “Millennials,” produced for the budget hotel chain. Both feature familiar folksy narrative from the longtime voice of Motel 6, Tom Bodett, this time focusing on the motel’s newly renovated rooms. All of the winning Radio Mercury spots are accessible HERE.
As Adweek notes, the Motel 6 campaign has been a fixture of the Radio Mercury Awards for decades, winning Best of Show at the inaugural contest back in 1992 and capturing the top prize numerous times since.
This year’s Marketer of the Year Award was presented to T-Mobile. Erica Farber, president and CEO of the Radio Advertising Bureau—which produced the 2017 event—noted that “T-Mobile’s partnership with the radio industry to help drive key objectives forward truly sets it apart; they make radio a key component in their advertising campaigns and activate programs leveraging radio’s core equities to garner results.”
Farber added, “The best creative storytellers, with the ability to engage consumers and build brands, always shine bright at this event. Motel 6’s campaign and all of this year’s winners epitomize the art of stellar radio creative.
The 2017 Radio Mercury Awards were presented by Hubbard Radio in partnership with iHeartMedia, and sponsored by Beasley Broadcasting, Bonneville International, CBS Radio, Cherry Creek Radio, Cox Media Group, Cromwell Group, Emmis Communications, Entercom Communications, E.W. Scripps, Forcht Broadcasting, Katz Radio Group, Marketron, Miller, Kaplan, Arase, MoreFM, Neuhoff Media, Nielsen Audio, Salem Communications, Townsquare Media, Triton Digital, United Stations Radio Network, Univision Radio, vCreative and Westwood One.