AMV BBDO's creative team take quarterly Aerial for Frolic ads

Abbott Mead Vickers BBDO's creative team Mary Wear and Andy McKay have won the first quarterly Aerial Award for best campaign.

The award, run in association with Campaign, goes to the team's ads for Mars Frolic dog food. The work consisted of three ads entitled "colic", "sex" and "vet". They all use the idea that dogs bark in response to words they like - in this case the word "frolic".

The spots were voiced by the comedian Simon Pegg to highlight the consequences of saying the word "frolic" in front of dogs. To avoid this the word is said letter by letter so the dogs don't understand what is being talked about.

Explaining the reasons for their choice, the judges Tim Craig and Mark Gilmore of Radioville said: "When you listen to loads of ads in a row, you begin to fear that there is a finite amount of interchangeable ideas out there that just get recycled from brief to brief. So it comes as a nice surprise when a campaign finds an original thought, and in this case a nourishing truism."

Wear and McKay said: "Any opportunity to nearly say 'the dog's bollocks' in an ad should be seized with both hands."

Winners of the quarterly best campaign Aerial Award are put forward, along with monthly winners, to the annual awards ceremony to be held on 4 November.

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