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Aerial Awards radio ad winner Jan 2015: Audi 'scarlett' by BBH

Aerial Awards radio ad winner Jan 2015: Audi 'scarlett' by BBH

January's winner: Miriam Thomas, copywriter, Bartle Bogle Hegarty
Judge: Russell Ramsey, executive creative director, J Walter Thompson London
Winning ad: Audi 'Scarlett'

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January's winner: Miriam Thomas, copywriter, Bartle Bogle Hegarty

Judge: Russell Ramsey, executive creative director, J Walter Thompson London

I love this ad because…

As a script, this one looks pretty straightforward. It’s the idea and choice of voice that make it appealing and memorable. A service offer for Audis that are three to five years old is read out by a girl who’s somewhere between three and five years old. It’s not overwritten – she’s given time to say what she wants to say without the usual rush to squeeze in all the words. As a car ad, I think it’s pretty distinctive and the offer is landed clearly. I’ll ignore the T&Cs at the end. Most people do.

My three golden rules for a great radio ad

- Most radio ads have far too much in them, so the voice is usually rushing to fit all the words in. A slower, more considered approach is far more engaging.

- Unusual voices can lift even the dullest script. There are so many smooth radio voices out there that, if you cast someone with a characterful, interesting voice, you’ll already be standing out.

- Leave room for ad-libs. When you have the artist in the booth, let them phrase things in their own way. The performance will be far more natural than rigidly sticking to the script. 

 

Winning ad - Audi 'Scarlett'

A child reads the script, mispronouncing some of the more complex words.

Child Audi-trained technicians, using only Audi genuine parts and diagnostic equipment. And the cost of your next two services covered. All for just £299 for engines up to two litres and £399 for engines over two litres.The Audi service plan. Suitable for Audis aged three to five. Audi. Vorsprung durch Technik.
MVO Service plan covers next two consecutive services. Retail sales only. Terms and conditions and exclusions apply. Administered by Audi Finance.
Credits
Title Scarlett
Client Audi
Agency Bartle Bogle Hegarty
Writers Miriam Thomas, Thomas Sulley (former creative partner)
Producer Karen Fung
Production The Creative Studio
Sound engineer Ian Lambden
Post-production The Mill
Voiceover artists Scarlett Waine, Theo James

Could you do better?
Enter your work at
aerials.co.uk


The Aerials are awarded monthly to the creative team behind the best radio ads entered at aerials.co.uk and chosen by an invited creative-director judge. Winners are entered into the D&AD Awards for free.

#AerialAwards 

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Previous winners

October's Aerial Awards winner: EuroMillions 'Rooms'

October's Aerial Awards winner: EuroMillions 'Rooms'

September's Aerial Awards winner: Harvey Nichols 'Car'

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Aerial Awards radio ad winner Jan 2015: Audi 'scarlett' by BBH

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