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Judge: Ian Heartfield, executive creative director, BBH 

I chose this ad because…

This ad is super simple, uncluttered, and perfectly paced. All too often radio ads are overwritten, meaning performances are rushed, messages are lost, and comedy timing suffers. Silence can be just as compelling as words. But in this case the script is spot on.

I guess having a poet involved helps, but still… I also love that this ad is time relevant. Waking up and hearing a message about Breakfast Tea at breakfast time makes me feel warm and fuzzy. It is a great companion piece to the TV ads (my favourite is the one where the Kaiser Chiefs sing the hold music for Yorkshire Tea live in the office).

This ad is therefore evidence that this is a proper, long-lasting, multimedia campaign – not easy to write, even harder to sell. Hats off.

Ad Credits:

Agency Lucky Generals
Creatives Kendal Peters and Ben Martin
Poet Ian McMillan
Executive creative director Danny Brooke-Taylor
Producer Georgia Totvanian
Account director Vickie Ridley
Post production 750mph
Sound engineer Mark Hellaby

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Aerial Awards