Round 3, 2010 Winners
Listen to all the winning ads from Round 3 here
Scroll down or click above for winners pics, judges comments, ad audio & scripts and more!
An ad for McDonalds, called “Valet”, part of the Angus Beef “It’s a little bit fancy” campaign has won the overall and single categories for round three of the 2010 Siren Awards. Written by Ed James and Jakub Szymanski from agency, DDB, Sydney, the ad was recorded with unsuspecting McDonalds staff.
Judge and previous round winner, Des Hameister, senior writer from The Brand Agency, Perth, said about the ad:“The Valet spot won because it’s a simple, engaging use of the medium, which delivers its message in an entertaining way without having an announcer whacked on the end.”
Writers Ed James and Jakub Szymanski said the most important thing about making an effective radio commercial is: “Trying to make a radio commercial that doesn’t sound like a radio commercial.”
There were two highly commended ads in the single category. They were an ad from the same campaign for McDonalds called “Window” written by Ed James and Jakub Szymanski from agency, DDB, Sydney.
The other highly commended ad was called “Pilot” for the Motor Accident Commission in South Australia and written by Matt O’Grady and Paul Stratton from agency, Clemenger BBDO, Adelaide.
Winner of the campaign category was a safety message from Energy Australia called “Whatever you’re digging for”, which reminds people about a service called “Dial before you dig”, which checks for cables if you are digging somewhere so you don’t get electrocuted by mistake. The ads were written by Paul Spelman and Tom Hazledine from agency, Leo Burnett in Sydney.
Highly commended in the campaign category was three ads for McDonalds called “Valet, Window, Waitress”, part of the Angus Beef “It’s a little bit fancy” ad campaign and written by Ed James and Jakub Szymanski from agency, DDB, Sydney.
Winner of the craft category was an ad for HBF called “Passenger”, with sound engineer Paul Taylor from production studio, Eardrum in Sydney.
Judge and member of the Siren Council, Rem Bruijn, creative director, Make, said about the winning ad: “A really nicely handled sound design job, that blends multiple layers of ambient sound, background dialogue and narration to create a vivid audio picture and a clear message.”
There was also one highly commended ad in the craft category. It was an ad for Melton Toyota, called “Sharks” and was produced by sound engineer, Ray Peters from Australian Radio Network.
Let us know what you think of the winning ads via the Campaign Brief blog here
Question and Answer with Overall Winner from Round 3, 2010
Ed James and Jakub Szymanski from agency, DDB, Sydney.
What was your inspiration for the commercial?
Taking advantage of unwitting McDonald’s employees.
What makes your ad unique?
Taking advantage of unwitting McDonald’s employees.
What do you think is the most important thing when creating an effective radio commercial?
Trying to make a radio commercial that doesn’t sound like a radio commercial.
How will winning the Siren award help you?
Obviously the cash prize will come in handy to cover post-celebration medical expenses. There is a cash prize, right?
