Once again, the Television Bureau of Canada is gearing up for the annual Bessie Awards honoring excellence in Canadian television advertising. The 38th awards show will be held Thursday, May 24 at the Sheraton Centre Hotel in downtown Toronto.

This year’s judging panel is chaired by Robin Heisey, executive VP, creative director of Harrod & Mirlin FCB, Toronto, and vice-chaired by Rick Kemp, senior VP, executive creative director, J. Walter Thompson, Toronto. The panel includes David Chiavegato (associate creative director at Palmer Jarvis DDB, Toronto), Ian Grais (creative director, Rethink Communications, Vancouver), Cynthia Heyd (VP of broadcast productions at BBDO, Toronto), Richard Nadeau (Bos, Montreal), Jamie Way (Angel Films, Toronto), director Bronwen Hughes and Edie Weiss (Radke Films, Toronto).

Although this year’s nominees and guest speaker have not been announced, Vivien El-Dawoud, special events co-ordinator for the TVB, offers a rundown of the 2001 event.

The day begins at 10 a.m. with coffee followed by the international showcase, the Kodak reel and the IBA reel. Then it’s on to cocktails and lunch. Like the nominees and the guest speaker, the lunch menu is a closely guarded secret. However, El-Dawoud does say they are leaning toward chicken. ‘It’s just one of those generally acceptable things.’

Following lunch and the keynote it’s show time.

The show itself will follow the same program as last year with craft awards and awards of distinction honoring the country’s best. There is no set number of winners at the Bessies. El-Dawoud explains: ‘They’re not really in categories because the Bessies aren’t judged that way. They start off in categories and they move into one lump sum – and [the judges] just pick from those. It’s the best of. Each year it’s a different number; it all depends on the judging panel. You could have as few as two winners or as many as 50. However, they’ve generally stayed in the same area [hovering around 10].’

As always, the Bessies offer craft awards for animation, art direction, casting, cinematography, colorist, compositing, direction, editing, music, production design, sound design, special effects and writing. Art direction, cinematography, direction, editing, sound design, special effects and writing are also considered for awards of distinction or ‘best of series.’

The standard awards at the Bessies include Best of Show single, Best of Show campaign, Gold single and Gold campaign. Finalists for both campaign and single are awarded a certificate.

Special awards are a big part of the Bessies.

The Kari Award is presented for ‘best performance by an actor in a television commercial.’ The Spiess Award goes to a person ‘who has furthered excellence in TV advertising over the years.’ It can be presented to a cameraman, director, producer, editor, composer, art director, copywriter or an advertiser – ‘anyone whose contribution has been continuing, and of the highest order.’

The Bob Mann Post Production Award recognizes members of the commercial post industry who have demonstrated ‘a longstanding and continuous contribution to their craft.’

The Walter Bell Award for Creative and Human Excellence is given to a writing student who ‘exhibits both exemplary writing skills and humane qualities.’ And the Jeffrey Reneau Award goes to a student or students ‘who have created an exceptionally creative television commercial, following the rules specified by the award. This award is not given out based on production quality, but rather on the strength of the idea.’

The one thing that changes at the Bessies from year to year (besides the winners) is the theme. This year, the folks at the TVB have chosen ‘Who Wants it Most?’

How much do you want a Bessie? *

-www.tvb.ca