By Keri Algar

SYDNEY, NSW: A well known whitegoods brand has won a Bronze Effie Award, honouring a significant achievement in advertising and marketing effectiveness.

‘The reinvigoration of an Aussie advertising icon’ award was received by DDB Group Melbourne, for Whirlpool’s “Guess Whose Mum’s Got a Whirlpool?” television commercial campaign.

The commercial used Aussie icon Bert Newton as well as The 7pm Project’s ‘honest and imperfect’ Dave Hughes to bring comedy to everyday appliances.

Whirlpool general manager of marketing, David Graham, said the campaign was a worthwhile risk.

“Alongside DDB Melbourne, we took a risk with this campaign to move away from the ‘appliance porn’ type advertising that dominates the whitegoods industry,” said Graham.

“It hasn’t gone unnoticed in the industry, and receiving this kudos from the judges and being awarded an Effie in the category that reflects the entire marketing campaign, is extremely humbling.”

The Effie Awards were introduced in 1968 in New York, to celebrate the strategies that go into effective advertising and marketing campaigns.