You'll Be Fine
Abi Ellis, Wunderman’s executive creative director chose this ad because
… I bloody love listening. And not just to my own voice.
We have entered a new age of listening. Podcasts save my sanity at 4.13am. The Odditorium. How to Fail. Scriptnotes. Evil Cunning. Histories of the Unexpected. Inventive. Mind-expanding. Intimate. These are human beings talking with me, not at me. The subtle difference makes good radio all the more profound.
Where is that voice in the radio ads we listen to? Why do we need punchlines when a story, well told, may be as powerful? So the winner from this month’s selection is an ad without a punchline. It paints a picture. It gives me zombies. And, more importantly, it lands the killer USP: tensile steel.
This is a few seconds of well-scripted drama. Come the apocalypse, make mine a Toyota.
Creative agency The&Partnership
Creative director Dominic Gettins
Creatives Tom Sillars and Dani Asensio
Account director Natalie Carpenter
Producer Ollie Creamer
Production company Grand Central
Editor Aaron Tassel
Voices Stephen Mackintosh, Fleur Keith