The 30-second ad, created by Nick Worthington and Paul Brazier at Abbott Mead Vickers BBDO, aims to prevent accidents due to fatigue. The spot, "plan ahead (this holiday)", features soothing music and a female voiceover talking about dying when asleep, "comfortable, your favourite piece of music playing, your family by your side".
A link with road accidents becomes clear as the voice-over describes a driver losing control of his vehicle, smashing into a concrete bridge at 70 miles per hour.
IPA Creative Directors' Forum members Billy Mawhinney, of Faulds, and Will Awdry, of Partners BDDH, judged the monthly award, run by the Radio Advertising Bureau in association with Campaign. They said: "There is a great sense of ambush about this ad, giving it a fresh, hard-hitting approach."
The runners-up were Roz Sinclair and Sean Thomson at Leo Burnett for their McDonald's "donut spot and Marc McCall and Phillippe Fass at cdp-travissully for the "assistant ad for Hamlet Cigars.