Judge: Micky Tudor, executive creative director and partner, CHI & Partners
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 well-crafted, 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.
Read how Micky encourage creatives to ‘See Radio Differently’ here.
Client National Counter Terrorism Policing HQ
Agency Abbott Mead Vickers BBDO
Creatives Nicholas Hulley, Nadja Lossgott, Steve Jones, Martin Loraine
Producer Anita Sasdy
Facility house 750mph
Engineer Ben Gulvin
Voices incl. Mark Strong (narrator)