#USA #Pittsburgh #Goodby Silverstein #Cheetos #AAF Awards

Goodby Silverstein & Partners Takes Top Honors

Goodby Silverstein & Partners (GS&P), a renowned advertising agency, celebrated notable recognition at the 2025 American Advertising Awards, firmly placing its campaign for Cheetos titled "The Other Hand" in the spotlight. Announced during a splendid gala at AAF's ADMERICA annual conference in Pittsburgh, Pennsylvania, the campaign captured the prestigious 'Best of Show' title, reflecting the agency's creativity and strategic prowess in advertising.

The campaign underscores a humorous yet relatable twist on a popular snack's consumption habits. According to the campaign's catchy tagline, 99% of people tend to eat Cheetos with their dominant hand. This messaging cleverly plays with the notion of indulging in a beloved snack using one's less dominant hand, adding a playful edge that resonates with many. It has successfully captivated audiences, making it a well-deserved recipient of top honors.

This year's awards ceremony was hosted by the vibrant Nina Parker, an Emmy-nominated television personality, who brought her unique flair to the event. The competition at the AAF American Advertising Awards is regarded as one of the most comprehensive in the advertising industry, with campaigns needing to navigate through local and regional evaluations before reaching the national stage. Only 51 Gold ADDYs were awarded to professionals, underscoring the rigor and talent present in this year's submissions.

Chris Beresford-Hill, the Worldwide Chief Creative Officer at BBDO and the first Competition Chair for this year's event, remarked on the significance of such competitions in gauging industry standards. He emphasized the opportunity for advertisers to showcase their talents and learn from each other, thus pushing boundaries in creativity: "It’s exciting to measure our work against the industry’s top talents and learn from what others are doing," he shared.

Additionally, GS&P has a notable history of success with Cheetos; this win marks the second time in three years that the agency's work for this beloved snack has been recognized as 'Best of Show'. This trend demonstrates not only the agency's ability to evolve its creative offerings but also its understanding of audience connection.

The celebrations did not stop there. The event also recognized exceptional campaigns across various categories, providing Special Judges Awards to noteworthy projects such as "Supercuts Real Dumb Coupon" by Rise and Shine Partners, and a unique campaign named "Ask Dali" by GS&P for the Dali Museum, showcasing the agency's versatility in tackling different client needs.

Moreover, the awards honored campaigns emphasizing diversity and inclusion, including Whiskey Design's "Artisan Remix Can Series" for Vine Street Brewing, which received a Mosaic ADDY, celebrating creativity that embodies community spirit. This aspect of the awards spotlighted the growing recognition of responsible advertising that embraces social values.

Summarizing the awards, Beresford-Hill congratulated all winners, voicing admiration for their creativity and hard work: "You’ve set the bar high for all of us!" In a rapidly evolving advertising landscape, showcasing such accomplishments is vital for inspiring future innovations within the industry.

As the work from Goodby Silverstein & Partners continues to garner accolades and inspire creativity, it solidifies the integral role of strategic advertising in promoting brand stories effectively and engagingly. As we look forward to future campaigns, it’s clear that this agency will remain a formidable player in shaping the advertising industry and connecting brands with their audiences.