Dublin-based agency Bonfire has won the National Newspapers of Ireland (NNI) ‘Press Ad of the Month’ competition for an eye-catching ad created on behalf of online betting firm Betfair.

Bonfire’s ‘Stuff the bookies’ ad, which features broadcaster Eamon Dunphy, was chosen as the winner of the April competition by judges Emmet Wright of Chemistry and David Sneddon of Mindshare. Runners-up included ads by MedaiVest Rothco for 02, Publicis QMP for TG4 and the Grand Canal Theatre for Scottish Opera.

Judge Emmet Wright said that April’s winning ad ‘immediately tells you about the personality of the brand’, adding that ‘Stuff the bookies’ was ‘impactful, clear and well produced’.

Mindshare’s David Sneddon, meanwhile, described the winning ad as ‘fresh, irreverent and well executed’, noting that it showed ‘good use of an anti-establishment personality which presumably reflects the brand promise’

‘Stuff the bookies’ was written by Bonfire’s Ian Donherty, art directed by Sean Hynes and the media planner was Gemma Corbett of MediaVest.

Both the overall winning ad for April and the three runners-up now qualify for NNI’s ‘Press Ad of the Year’ competition which takes place next spring.

Maeve Donovan, Chairman Of the judging panel, said that Bonfire’s entry was a worthy winner of the April competition. ‘It’s a wonderfully direct ad that probably says more about the client in just three words than a 3000-word presentation could!‘ she said.‘Well done to the creative team at Bonfire’

Ms Donovan also urges agencies and direct advertisers to enter NNI’s Press Ad of the Month competition, saying that the initiative could help to boost the Irish advertising market. ‘An initiative like this really helps to shine the spotlight on the creative potential and possibilities of the press advertising medium,’ she said.

The May competition is now open for entries here.