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| 7 September (creative arts), 14 September (primetime programming) |
| Bryant Gumbel |
| Pasadena Civic Auditorium, Pasadena, California, USA |
| - The awards are presented to shows that were broadcast 6:00pm to 2:00am between 1 June 1996 and 31 May 1997.
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| | Winner: | | | - BBDO (ad agency); Pytka (production company)
- For "Chimps" (HBO).
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| Other Nominees: | | | Hal Riney & Partners (ad agency); Industrial Light & Magic (production company) - For "Appliances" (GM EV-1).
Propaganda Films (production company); Foote, Cone & Belding (ad agency) - For "Elevator Fantasy" (Levi's).
Satellite (production company); Foote, Cone & Belding (ad agency) - For "Doctor" (Levi's).
Wieden & Kennedy (ad agency); Joint Films (production company) - For "Hello World" (Nike).
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