Irish International BBDO has won the NNI Press Ad of the Month (March) award for a clever and visually arresting ad promoting the ESB’s ‘Electric Ireland’ Feis Ceoil classical music festival.

The winning ad, under the artistic direction of Paddy Geraghty, features an upturned three-pronged plug in the shape of a grand piano, while the copy – written by Bernie Martin – highlights the “power of classical music”. The ad was chosen by a judging panel that included Bloom’s David Quinn and Debbie Kiely ofMediacom.

“I loved the juxtaposition of classical music and electricity,” commented David Quinn. “The two elements are effortlessly combined to create a really striking visual.”

Brand Artillery’s Eoghan Nolan was also part of the March jury, and he waxed lyrical (sorry Eoghan) about the “novel and intriguing graphic” at the centre of the winning ad.

“Its paradoxical blend of the iconic plug with an instrument we know as acoustic arrests and involves the reader – it’s an image that makes you want to find out more,” he said. “This ad is right at home in press where there’s time and space to reveal the connection. It’s memorable, friendly and confident – all positives for the ESB brand.”

Media planning for ‘Feis Ceoil’ was by Helen O’Rourke of Mediavest, and the ad now qualifies for the 2011 NNI Press Ad of the Year awards which will be held next spring. Also in the mix will be the runners-up for March which included:

‘Toasted’ by Owens DDB (Mediaworks) for Johnston Mooney & O’Brien
‘Rose’ by Rothco (Mediavest) for O2
‘Baby Gorilla’ by Publicis QMP (PHD) for Cadbury
‘Smartphone Circular Fireplace’ by DDFH&B (Carat) for Nokia

The May competition is now open for entries, the deadline for submitting May press ads is June 13th.