Previous Winners

Judge: Beri Cheetham, ECD at The Gate London 

I chose this ad because… 

I prefer it to the TV ad. I always thought the Tesco family featuring Ben Miller and Ruth Jones was a misuse of their talent – neither of them looks comfortable as part of an on-screen couple, whereas this format for radio “de-cringes” their roles significantly. The nice/neece gag isn’t new, but the interplay between the two of them feels authentic and funny, so the ad remains engaging from start to finish. I like the way it has broken with the convention of ending the spot with the obligatory five seconds of brand, too, by bookending it with Tesco and Clubcard. This makes the narrative easy to follow and, I would imagine, the ad much more effective.

Ad Credits:

Client Tesco
Title “Nice”
Agency Bartle Bogle Hegarty
Creative Tom Drew
Producer Charlie Hurlock
Post production 750mph
Sound Designer Mark Hellaby

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Aerial Awards