RKCR/Y&R pair win Aerial for Breast Cancer

Chris Hodgkiss and Pip Bishop, creative directors at Rainey Kelly Campbell Roalfe/Y&R, have won the monthly Aerial Award for September, held in association with Campaign.

The pair's "apology" spot for Breakthrough Breast Cancer, which comes in the form of an ode to boobs, was judged the best radio commercial of the month by Jules Chalkley, the creative director at Ogilvy & Mather.

Simon Aldridge and Vince Chasteauneuf at WCRS were the runners-up for their "seven-year-olds' party" spot for 118 118.

Chalkley praised the Breakthrough Breast Cancer spot for its "glorious and tender apology for moaning about 'inverted nips', 'water retention' and general mistreatment with push-up and minimising bras".

He said: "It goes where TV can't. As a poem, it suddenly makes you feel privileged to listen and puts you on a one-to-one with the idea. I played it to my wife and across the space of a minute I watched her face go from smiling, chuckling even, to showing empathy and pathos. A big idea gets a big ad."

The winning commercial can be heard at www.aerialsfoundation.co.uk.

Winners of the monthly Aerial Awards are put forward to the annual Aerial Awards, which will be held next spring. The panel of judges will be jointly chaired by Al Young, the creative director at FCB London, and Al Young, the creative director at St Luke's.