Somewhere close to 2,000 men and women, dressed to the teeth, watched over two hours of television commercials together at the Sheraton Centre last night.
They came to be seen and to watch the distribution of the last batch of the 256 CLIO awards given out this past week for advertising excellence worldwide during 1978.
Last night's awards were for the U.S. and international Television Cinema categories, considered the most glamorous of all. More than 4,000 hopefuls from 37 countries entered the competition this year, which marks the 20th anniversary of the CLIO.
Domestically, it was the likes of the Illinois State Lottery Ticket, the U.S. Army, and the Church of Jesus Christ of Latter Day Saints which, according to the judges, were marketed most effectively on television last year in their respective categories.
Ally and Gargano won two CLIOs for their ads for Federal Express. Their winner in the Best Corporate ID category shows a man hiding under his desk because the package he had sent the day before didn't arrive on time.
Della Femina Travisano & Partners won in the Pet Products category for Meow Mix cat food in which a number of cats repeatedly meow, with accents ranging from W. C. Fields to Peter Lorre.
Winner of the most CLIOs in the U.S. television competition was Needham Harper & Steers with five. Rick Levine Production won four.
Of the 37 countries sending entries to the Television/Cinema competition, Britain earned the most CLIOs with 20. Five CLIOs went to Australia entrants, four to France, three to Germany, and two each to Brazil and Japan.