PEPSI SPOT NAMED BEST TV COMMERCIAL BY BROADCASTERS

Pepsi Cola’s 60-second ad about an archeology team of the future uncovering a bottle of rival Coca-Cola and not knowing what it is was named best television commercial of 1985 at the 26th annual International Broadcasting Awards.

The award for best radio commercial of the year went to a series of three ads for AT&T; that were produced by Dick Orkin’s Radio Ranch in Los Angeles for the New York-based advertising agency Ogilvy & Mather.

The honors for broadcast commercials were handed out by the Hollywood Radio and Television Society at a dinner here Tuesday night. About 5,000 commercials from 55 nations were entered in the 21 categories, organization officials said.

All nine radio categories were won by U.S.-produced commercials, but only seven of the 12 TV awards went to American ads. The others were won by spots from England, Japan, Spain, Australia and, for a co-production, South Africa and West Germany.

Pepsi Cola’s archeology TV spot qualified for the sweepstakes award by first being named best 60-second, live-action, English-language commercial. It was produced by Pytka Productions in Venice, Calif. for the BBDO Inc., advertising agency.

A commercial for Sea World was named best local TV commercial of 1985. It was produced by Cinemadventures of Los Angeles for the Cole & Weber agency.

Three commercials produced by Rick Levine Productions of New York for the Church of Jesus Christ of Latter-day Saints combined to win the award for best series of ads, and one of them, titled “The More I See You,” also was named best public service ad.

In the radio area, two commercials for the Wendy’s hamburger chain captured awards. One, “Ready Already,” was selected funniest 30-second ad, and another, “Birthday,” won in the open category.