Jason Gormley, executive creative director, 18 Feet & Rising:
You can feel the level of care that has gone into it – from the unhurried pace (sounds more like 60 seconds than 30) to smart sound design that separates each scene without overpowering it.
The “official” voiceover dances between reassuring and patronising – however, the makers obviously have a respect for their audience and take pride in their craft.
Still, I can’t help wishing for a bit less craft and a bit more grit. Advertising seems suffocatingly nice right now and radio is our “secret” weapon – a place to experiment and make mistakes. It’s the most punk-rock medium we have. Read more
Title: Fuel Assist
Agency Adam & Eve/DDB
Writers: Steph Ellis, Rory Hall
Producer: Jordan Cross
Post-production: Clearcut Sound
Sound engineer: James Clark