Judge: Yan Elliott Executive creative director, The&Partnership London
I chose this ad because…
It sounded like a nagging child, but it was an adult voice. That intrigued me. I had no clue what it was about until the end. That kept me interested. And then the idea, born out of the insight that there is a voice in your head coercing you into things you shouldn’t do, is a truth. So I believed it.
Finally, it had a good ending; a dark twist that created impact.
That’s important because, in this type of script, you want to leave the listener with something to remember. This ending had menace and was a tad haunting, which will keep you thinking about it for a while. That’s exactly what you want when the station is playing the next track – very likely to be an Ed Sheeran number, so who knows? You may have done some people a favour. Good work.
Agency 18 Feet&Rising
Creative Toby Roberts
Creative team Daisy Bard, Orla O’Connor
Executive creative director Will Thacker
Producer Lew O’Brien
Senior account manager Emma French
Recording studio Factory
Sound engineer Dan Beckwith