Back to uni
Nicholas Hulley and Nadja Lossgott Executive creative directors, Abbott Mead Vickers BBDO chose this ad because…
…of all those shortlisted it was the freshest, simplest and most evocative. It starts with a self-aware point: that there is something worse than interrupting your playlist with an ad for a £5 can opener. Potentially, this is a triggering gambit. But the droll delivery and the well-written escalation of an even-worse case scenario – of not having a £5 can opener at all – pulls the conceit off.
This ad also uses its 30 seconds very well. Radio can be a self-indulgent medium but this packs in enough escalation to get the point across without trying to do so much that it becomes overwhelming. As a result, by the end, while you are very much aware of £5 can openers and other uni essentials from Argos, you are not resentful that your playlist was interrupted. So, well done.
Creative agency The & Partnership
Creative team Sophia Kossoki and Rohit Tharakan
Producer Ellen Green
Sound studio Smoke and Mirrors
Voices Jonathan Hyde, Jill Halfpenny