Win­ners Martin Lo­raine*, Steve Jones, Nicholas Hul­ley and Nadja Loss­gott*, Ab­bott Mead Vick­ers BBDO

Campaign UK - - PROMOTION -

I chose this ad be­cause…

The im­age of a train smash­ing through an of­fice block is just one part of this ad, but it is enough to make it my stand­out com­mer­cial. It’s hard to shake off – a haunt­ing and epic vis­ual of hor­ror, dev­as­ta­tion and destruc­tion. In film, you could not cre­ate a spec­ta­cle with this im­pact with­out a Hol­ly­wood bud­get and di­rec­tor – and even then… It’s one of the things that’s pow­er­ful about ra­dio and great about this ad.

What’s more, it is de­cep­tively well­crafted, with unset­tling mu­sic, voices that feel gen­uine and a story that makes the adren­a­line flow faster. It’s not easy to write ads that make you feel some­thing, but this un­nerved me a touch. My train home tonight won’t be the same.

How would you en­cour­age cre­atives to ‘See Ra­dio Dif­fer­ently’?

It can’t be said enough how much ra­dio is a vis­ual medium. Let the lis­tener see your idea and make the im­ages ex­tra­or­di­nary.

Avoid ideas solely based on ‘rug pulls’.

Once you have heard the end gag, the ad loses its joy. Ra­dio needs to stand up to re­peat, re­peat, re­peat lis­ten­ing.

Thirty sec­onds goes quickly. Write sharp first time, rather than cram­ming words in only then to slash them in a small, wee-in­duc­ing panic at the stu­dio.


JUDGE Micky Tudor Ex­ec­u­tive cre­ative di­rec­tor and part­ner, CHI & Part­ners

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