The organisers say it was a close-run competition among the top 20 shortlisted television commercials. The eventual top three winners for the local category were the Ministry of Community Development, Youth and Sports for Filial Piety (Leo Burnett Singapore) in first place.
In second place was Promote Mandarin Council for Speak Mandarin Campaign 'Noemie' and as Canon Singapore for Canon EOS 550D DSLR, 'Fascinate the world' was voted second runner up.
For the international category, PepsiCo International for Pepsi-Cola 'Oh Africa 2010' took the top prize.
FedEx 'Laddie' took second and Carlsberg Singapore for Carlsberg 'Probably the best goal celebration' was voted in third place.
Commented Chris Chiu, group ECD, Leo Burnett Group Singapore, "We're very proud here at Leo Burnett at having won Viewer's Choice with our work for Filial Piety. This is the second year in a row we have won gold at this show, both times with MCYS, and I completely believe its a testament to their courage as clients.”
The winners are determined by the most number of public votes received for the television commercial. The top two winners (local and international) each bagged the top prize of S$50,000 worth of airtime to be used on Channels 5, 8, U, Channel NewsAsia, Okto, Suria and Vasantham.
Over 5,000 television commercials were eligible for Viewers’ Choice 2010, and the top 20 finalists were shortlisted by a panel of over 200 survey respondents who were representative of Singapore’s demographic ratios.
The top 20 local and international television commercials were subsequently launched to the public via MediaCorp platforms including television channels and websites, Today, 8 Days and i-weekly on 1 February 2011. The voting campaign conducted via SMS lasted seven weeks up until 20 March 2011. This year, all votes are eligible for the grand prize of S$10,000. In previous years, only votes for the winning television commercials stood a chance at the lucky draw.
