The ad, created by Steve Robertson and Justin Moore at Bartle Bogle Hegarty, supported ITV's airing of the episode in which Ingram interpreted a series of coughs by Whittock to win £1 million.
The May Aerial Award, awarded in association with Campaign, was judged by Tiger Savage and Mark Goodwin of M&C Saatchi. Clemmow Hornby Inge and Eardrum were runners-up.
Rupert Jordan and Ewan Macmillan of CHI were runners-up for "cube root" for The Spectator, and Anthony Bryan, Martin Sims and Ralph Van Dijk of Eardrum were runners-up for their "Toyota Yaris Paris" ad for the Radio Advertising Bureau.
The winning ad was produced by Nicola Lane. Media was through Starcom Motive.