Previous Winners

Chaka Sobhani, Chief creative officer, Leo Burnett

I chose this ad because…

It’s so tricky to come up with new ways to tell folk what they already know: that they should quit smoking and do it now. I say that as an ex-smoker who often used to turn down the volume or flick stations to avoid being scared or reminded.

This ad has a simple but clever idea at its heart, and one based on a real truth for smokers – that finding your breath becomes harder doing the simplest of things. Things like reading out 20 seconds of a script in one breath.

Stripped back, and with no tricks or gimmicks, its strength is in its simplicity as well the natural, believable performance; every smoker will know and feel the truth as they hear him run out of breath against all his efforts. A smart and really well-written ad that shows the power of good radio. Nice one.

Ad Credits:

Client Cancer Research UK
Agency Abbott Mead Vickers BBDO
Creatives Diccon Driver, Alan Wilson
Creative directors Alex Grieve, Adrian Rossi
Producer Frankie Burwell-Wright
Production house Wave
Engineer Parv Thind

Aerial Awards