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Promax & BDA: NBC’s ‘The Agency’ dominates
MUMBAI: The Promax, 2005 BDA Awards and 2005 Promax &BDA world gold awards, a combined ceremony which took place at the Marriott Marquis hotel in New York saw the MSNBC anchor Keith Olbermann, being recognized for his role as host of the hit nightly newscast, Countdown.
The highlights from the awards show were as follows:
Alfred Greenberg and Tom Dawson were honoured by a standing ovation as two of the original founding fathers of Promax &BDA. Mary Kellogg, Mike Mischler and Martin Lambie-Nairn were inducted into the Promax Hall of fame.
NBC’s The Agency dominated the North American categories, taking home an unprecedented 28 Promax Awards. The creative services agency picked up 19 golds and nine silvers for everything from copywriting to program promotion across various genres to marketing presentation, sound design and music package. The 2005 Aerodrome Rocket Award, which recognises the work of an outstanding producer, marketer or designer with four or less years of experience in promotion, marketing or design, went to Adam Swaab of Blur Studios.
Other big winners in the North America division were Voom, with 12 golds and 11 silvers, and Canadian-based Alliance Atlantis with 14 golds and four silvers. Direct TV picked up eight gold and six silver; while the combined wins of WB Television Network (four golds and seven silvers), The WB100+ Station Group (seven golds and two silvers), Warner Brothers (three golds and one silvers), Warner Brothers International Television (one gold and one silver) and Warner Brothers Domestic Cable Distribution (one gold), gave the group a family win of 27 Promax Awards. WNBC, the NBC affiliate in New York City, was the big individual station winner, picking up five golds and three silver PROMAX Awards.
Among the international world gold Promax Award winners, BBC Broadcast led the way with 21 awards, earning 13 Gold and eight Silver. Star India took home nine golds and six silvers, while Fox International Italy picked up eight golds and six silvers. Two companies tied with a total of 12 awards each. BSkyB picked up four golds and eight silvers; while Seven Network Australia took home five golds and seven silvers World Gold Promax Awards.
Asia’s Star Group picked up the most World Gold BDA Awards with six golds, eight silvers and 12 bronzes. BSkyB picked up a total of 13 World Gold BDA Awards, with six Gold, three Silver and four Bronze. Close behind was Mexico-based OnceTV, which picked up six Gold, five Silver and one Bronze for a total of 12.
On the North American front, Fox Sports dominated with a total of 23 BDA Awards, with eight Gold, ten Silver and five Bronze. Turner Classic Movies had a total of 16 awards with 12 Gold, three Silver and one Bronze; while Comedy Central four Gold, three Silver and five Bronze for a total of 12 BDA Awards.
Promax &BDA CEO Jim Chabin paid special thanks to Joe Revello for producing the show. Following the festivities, Paramount sponsored Entertainment Tonight, the post-awards show party in the Broadway Lounge of the Marriott Marquis.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
