The Kelly Awards

While searching for the most popular advertisements for 2010 I ran across a site that gave awards to the best magazine advertisements each year, these awards are called The MPA Kelly Awards. These awards were first established in 1982 by "the MPA to honor Stephen E. Kelly" (MPA). Kelly devoted his whole career to creativity in marketing. His concept that creative marketing is the key to sales results became the "guiding principle for the MPA Kelly Awards". These awards are given "annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and campaign results". 

While browsing through the different advertisements that won the 2010 MPA Kelly Awards, I found a few examples of the "perfect" body. Out of the of the advertisements that won awards two of them showed tall slender women. The two advertisements and the awards that they won were The Gap for "Best Insert" and BMW for "Best Multiple Page".  Looking at the sales results from The Gap campaign   it showed that because of this campaign The Gap restored to "positive same-store sales for the first time since November 2007", also the sales rose +1%, which was huge for the company since last year sales dropped -12%. As for the BMW advertisement, sales year over year increased +1,463%, which made the brand "the top-selling U.S. premium diesel in 2009" (MPA). 

AGENCY: Crispin Porter + Bogusky
CLIENT: Gap

CAMPAIGN: Ready for Holiday Cheer

AGENCY: GSD&M Idea City

CLIENT: BMW

CAMPAIGN: Diesel Reinvented

After taking a look at the sales results that both these companies accomplished due to advertisements that they put out with woman that exemplify the "perfect" body, you can see that having these type of women help sell products. Having these women in these advertisements might not have been the reason as to why the company’s sales rose, but they must have helped in someway.