The Art and Technique of the American Commercial: The AICP Show at MoMA, 2009

Sep 25–26, 2009


A still from the Skittles “Piñata” commercial

The Association of Independent Commercial Producers (AICP) is a national organization, headquartered in New York, of makers of commercials in various media. This 17th edition of the AICP’s annual program of award-winning commercials celebrates the collaborative craft involved in the making of small films of persuasion. It honors 26 categories, including visual style, performance, animation, and original music, in the best in advertising of the previous year, as judged by industry peer panels. The AICP Show demonstrates that informing, influencing, and selling may also be moving, surprising, and entertaining. Each year, The AICP Show is donated to MoMA’s archives.

Organized by Laurence Kardish, Senior Curator, Department of Film, with special thanks to Matt Miller, President and CEO, and Ileana Montalvo, Director of Events, AICP, and to this year’s AICP Show chairperson, Robert Fernandez, CEO/Partner, Moxie Pictures.


If you would like to reproduce an image of a work of art in MoMA’s collection, or an image of a MoMA publication or archival material (including installation views, checklists, and press releases), please contact Art Resource (publication in North America) or Scala Archives (publication in all other geographic locations).

All requests to license audio or video footage produced by MoMA should be addressed to Scala Archives at [email protected]. Motion picture film stills or motion picture footage from films in MoMA’s Film Collection cannot be licensed by MoMA/Scala. For licensing motion picture film footage it is advised to apply directly to the copyright holders. For access to motion picture film stills please contact the Film Study Center. More information is also available about the film collection and the Circulating Film and Video Library.

If you would like to reproduce text from a MoMA publication or, please email [email protected]. If you would like to publish text from MoMA’s archival materials, please fill out this permission form and send to [email protected].


This record is a work in progress. If you have additional information or spotted an error, please send feedback to [email protected].