Campaign UK - - PROMOTION - JUDGE Ryan Newey Founder and ex­ec­u­tive creative di­rec­tor, Fold7

Win­ners Maria Sousa Machado and Claire Stokes, cre­atives, BBH I chose this ad be­cause…

With char­ity ads for the NSPCC and Alzheimer’s in this month’s short­list, it’s dif­fi­cult to com­pare with com­mer­cial spots. So I judged on which made the most of a core, ev­ery­day chal­lenge: to make even the most un­in­ter­est­ing sound in­ter­est­ing.

Putting mes­sages to mu­sic is a sim­ple me­chanic that gets a mes­sage hummed by the na­tion. Once, such ads were a sta­ple. Kia-ora’s “just for me and my dog” was reg­u­larly sung in my home and “I’m a se­cret lemon­ade drinker” con­jures fond mem­o­ries.

And that’s why I’m pick­ing the KFC ad. Sim­ple and ef­fec­tive with its cute lit­tle ditty, it’s short and sweet at 20 sec­onds.

Too many cre­atives seem to feel longer on ra­dio is bet­ter or some­how more com­plete; nei­ther is true. So at a time when we need smiles, bring on more dit­ties. “Um Bongo, Um Bongo, they drink it in the Congo…”

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

Cast­ing is key. This sounds ob­vi­ous, but the right cast­ing can add more than just a great voice, and the best ads come from a sense of play in the ses­sion.

Record the ads your­self first. Don’t just read them out loud – play with them, ex­per­i­ment, see what you learn and what evolves from where you started.

Har­ness the for­mat and do what won’t work on TV.

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