You could have been forgiven for thinking someone spiked your drink or that you popped a dud, when inflatable beach toys began zooming around the Loeries tent on Saturday, as in keeping with the 'Loeries at the beach' theme, beach balls hung from the fairy-lit big top and inflatables bedecked the entrance. Killer whales, sharks, boats and sea monsters began fights in all parts of the huge 2000-seater tent to the mating call of a hundred vuvuzelas as the show got underway.
The Loerie Awards committee can be congratulated for injecting an excitement and fun element that has not been present at the Loeries, this industry's premier showcase for many years.
It was a hugely entertaining evening and resembled a cross between a premier soccer match and a stadium rock concert. The noise level was deafening but added to the general party atmosphere as comedian John Vlismas took to the stage sporting a two-tone Mohican and black nail polish.
"There's 2000 people in Margate and Patricia Lewis isn't even here?!" was his opening salvo, to screams from the audience. Comic duo Corne and Twakkie in their lewd leopard print underwear and vests entertained on the big screens with their send-up judges' interviews conducted from their Margate 'caravan'.
The evening was pure 'Souf Effrican' - and local... as hinted beforehand. From the local primary school drummies (ag sweet), to the biker gang, firemen, bikini clad beauties, the lifesaver crew and a rock number from the local sex shop owner, a bemused and entertained crowd got into the spirit of things and gave loud encouragement.
It all started with an honest to goodness parade down the Margate beachfront - now named 'Loerie Laan' that was more chaotic than electric, but hugely entertaining, the weird characters and pumping music got people into a party atmosphere and onto buses that kept a smooth flow of people and from the awards venue - the former Moscow State Circus tent - at next door St Michaels-on-Sea, opposite the beach.
From vintage cars to the local biker gang, that showed more crack than there was available in certain creatives' rooms; Miss Margate and a dog taxi (with the canine variety, not the beauty contestants); locals with their souped up jalopies who burnt rubber and threatened pedestrians; little kids dressed up as zoo animals from the local nursery school; to the local hero's: lifesavers, firemen, cops and ski boat skippers... it was surreal.
"I feel like I'm in a riot," whimpered one wan little creative. It was a blast.
Margate was pumping most of Saturday as the industry flew in on masse and took up a perch at eateries, pubs and coffee houses on the Margate beachfront. It was the place to be seen and looking fabulous, doll. East Coast radio and the constant traffic of party buses with promotional goodies set the upbeat mood. There was visible policing and emergency services on standby
Amidst breathless tales of 'fleapit' accommodation, a shortage of towels and loo paper, there were also boasts of late night dips, team parties and all kinds planned for the weekend.
The awards on Saturday night flashed by, with John Vlismis ensuring the flow, judges handing out the awards alongside bikini beauties and an audio visual presentation of note. The only complaint was that the creative work was up and down too quickly.
As Wingwing Mdlulwa, The Loeries Award chair, pointed out in his speech: Loeries has had its ups and downs, but it is the benchmark by which SA creatives are judged. it has launched and destroyed a few careers. Loeries may have a new place, but they also have new direction. Loeries are there to inspire, be an example of creative excellence, and a bridge between advertising and business. He gave special thanks to Loeries CEO Andrew Human and The Loeries Committee, made up of the key industry organisations, for making it happen.
Fireworks from the beach blast their way above the tent as the two hour ceremony came to a close.
The after parties pumped with YFM DJs at impressive local clubs and various agency bashes and by all accounts, a rave was had by all.
Yes, the awards probably still went on a little too long, as half way through there was a bit of a hiccup when a mass exodus to the porta potties and drinks tent occurred; yes the plastic seats were bloody uncomfortable (what happened to the souvenir cushions that were promised?!); and the constant undertone of drum and bass pumping out made your teeth hurt, but it was a memorable evening with lots of surprises. And to surprise this jaded industry takes some doing!
It was a jol. Sorry for you if you weren't there to experience it!
