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