April's winners: Prabs Wignarajah and Jez Tribe creatives, Abbott Mead Vickers BBDO
Judge: Caroline Pay deputy executive creative director, Bartle Bogle Hegarty
Winning Ad: Tena Men 'Cat Choir'
Caroline Pay, deputy executive creative director, Bartle Bogle Hegarty
I love this ad because…
Of this month’s radio ads, "Cat Choir" for Tena Men is by far the best… and made me chuckle the most. The whole Tena Men campaign is great, of course, and the film really floated my boat. But what I particularly love about the radio spot is that, while the idea is simple and the execution gold, above all else I just know that the team behind it had a lot of fun making it – you can hear it in the work. And that’s the aim, surely: make the best radio work out there and have some fun along the way, right?
My three golden rules for a great radio ad
- Work with the best comedy actors to get the best performances, always improvising and evolving the scripts as you record to ensure the strongest finished ad.
- Don’t underestimate the power of silence and space around your script – this will strengthen your chance of standing out in a break full of back-to-back T&Cs and music.
- Think laterally to find ways to be topical – get this right and your radio campaign can be relevant and top of mind. For example, our work for the teen mag Sneak involved recordingan ad a week to keep up with the
Sterling Gravitas: I’m a man of a certain age. I’m in control of all aspects of my life. Even this advert. Choir!