Judge: Andy Fowler, executive creative director, Brothers and Sisters
I chose this ad because…
“Beef fairytails” is my winner for a very simple reason: it’s entertaining. Wow. Radical, huh?
We listen to the radio because it turns car journeys into sing-songs, or gives us a chuckle while we’re cooking a Sunday roast.
So here comes the shocking bit: radio ads need to be as entertaining as the shows they play in, or their only job is to kill the atmosphere. Like playing Heaven Knows I’m Miserable Now at a wedding reception.
Fast-food brands like McDonald’s and KFC are tackling fears about their ingredients, and they’ve run straight at it. Here’s a fairy tale about our beefburgers. It’s fantastical, like all the other silly rumours about what goes in them. And fairy tales are a funny and entertaining vehicle for storytelling on family car journeys.
“Now that myth has been cleared up, can we go to McDonald’s, mummy?”
Agency Leo Burnett
Creative Ben Newman
Creative director Graham Lakeland
Executive creative director Chaka Sobhani
Producer Adam Furman
Studio Factory Engineer Dan Beckwith