Sun damage for life
Vicki Maguire, Grey London’s joint chief creative officer chose this ad because…
My kid sister has a tattoo on her shoulder. It’s a shamrock that says “Shane MacGowan for ever”. She was pissed. Your kids are not. Sun damage on young skin is as permanent as a tattoo.
How do I know? Because that Boots Soltan radio ad told me. Simple. Memorable. And I don’t even have kids.
This for me was the best ad of the bunch, because it was the best brief of the bunch. Selling berries or paint colours (key features of this month’s other shortlist-ees) doesn’t come close to a nugget like that. It’s a gob-smacking fact. It should have been the winner just on strat’ alone. But fair play to the crew, they brought it to life with wit and finesse.
How would you encourage creatives to ‘See radio differently’?
Unleash the hounds
If you think you’re being short-changed by being given a radio brief, check out K9FM* from New Zealand. It’s next level. Listen and weep. (*A whole radio station designed for dogs, with programmes created based on research to keep canine listeners relaxed.)
Someone wise once said: “If you want to write, read.” If you want to write for radio, listen. To everything. Podcasts. Old radio series. Commercial radio.
Be a countryphile
Listen to country music. That’s actually my answer to everything.
Creative team Dave Anderson, Ian Brassett
Creative director Sam Cartmell
Producer Lesley Scott
Production company Webber Represents
Facility house Gramercy Park Studios
Sound engineer Sam Cross
Producer Maxine Bates
Voices Abraham Popoola, Lyndsey Marshal, Lola Shepelev