Promoted
Radiocentre

Aerial Awards radio ad winner: GWR 'Waiting for Aunt Fanny'

December's Aerial Awards winner: GWR 'Waiting for Aunt Fanny'

Winners: Matt Woolner and Steve Wioland, creative directors, Adam & Eve/DDB

Judge: Anna Carpen Creative partner, 18 Feet & Rising

I chose this ad because…

My whole childhood was spent listening to audiobooks – eight-hour car trips to Scotland, a cassette tape or two before bed. And even at a young age, the narrators were fantastic at building pictures and characters in my mind without having to swap cast to read different lines. So there’s something wonderfully nostalgic about listening to this audiobook-style radio spot for Great Western Railway.

By weaving the product benefits into the narrative, the script builds a clear picture in our minds of cycling in country lanes, discovering caves and unearthing fossils. Poor old Aunt Fanny stuck in her car won’t be able to join the gang! The creatives have clearly had great fun writing this script. It’s pure, it’s simple and it grabs the listener by both ears.

How would you encourage creatives to ‘See Radio Differently’?

Have fun with characters
Just because you are advertising to a female audience age 45+, that doesn’t mean they have to star in your script.

Allow for inspiration
Always leave time to improvise in the sound studio. There are brilliant voiceover artists out there, many of whom are part-time comedians. Let them run wild.

Explore the medium’s strengths
Use the fact radio is purely sound to your advantage. An invasion of a million aliens would cost a huge amount of money for TV. This isn’t a problem for radio, it’s a fun creative challenge.


Winning ad GWR ‘Waiting for Aunt Fanny' 

Narrator (in children’s audiobook style) The Famous Five were on an adventure, aboard a Great Western Railway train. On arrival, there was a call from Aunt Fanny, who’d chosen to travel by car.
"She’s hours away," said Julian, "…stuck in a traffic jam."
"Oh good!" said George. "That gives us enough time to cycle down country lanes, discover a hidden cave and unearth some fossils!"
"Excellent suggestion!" replied Dick.
And off they went.
VO Beat the traffic with Great Western Railway. Adventures start here.

CREDITS

Agency Adam & Eve/DDB
Creative directors Matt Woolner and Steve Wioland
Executive creative director Ben Tollet
Producer Natasha Alderson
Recording studio/post production 750mph
Engineer Andy Humphreys
Narrator/VO Jan Francis

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

Hear all the winning radio ads on the Aerials Hub

The Aerials are awarded monthly by Radiocentre to the creative team behind the best radio ads entered at aerials.co.uk and chosen by an invited creative-director judge.

#SeeRadioDifferently

Topics

Aerials logos

Previous winners

Aerial Awards radio ad winner: FCA's 'Can't totally recall 90's'

Aerial Awards radio ad winner: FCA's 'Can't totally recall 90's'

Aerial Awards radio ad winner: Virgin Trains 'Owls'

Aerial Awards radio ad winner: Virgin Trains 'Owls'

Aerial Awards radio ad winner: TfL 'Bus performance'

Aerial Awards radio ad winner: TfL 'Bus performance'

Aerial Awards radio ad winner: BeGambleAware 'Nuisance'

Aerial Awards radio ad winner: BeGambleAware 'Nuisance'

Aerial Awards radio ad winner: McDonald's 'Beef fairytails'

Aerial Awards radio ad winner: McDonald's 'Beef fairytails'

December's Aerial Awards winner: GWR 'Waiting for Aunt Fanny'

December's Aerial Awards winner: GWR 'Waiting for Aunt Fanny'

November's Aerial Awards winner: 'Breakfast brew' for Yorkshire Tea

November's Aerial Awards winner: 'Breakfast brew' for Yorkshire Tea

September's Aerial Awards winner: 'Buns' for Byron

September's Aerial Awards winner: 'Buns' for Byron

August's Aerial Awards winner: 'Nice' for Tesco

August's Aerial Awards winner: 'Nice' for Tesco

July's Aerial Awards winner: Chiltern Railways "A big deal - slide"

July's Aerial Awards winner: Chiltern Railways "A big deal - slide"

June's Aerial Awards winner: NHS Blood & Transplant 'Potatoes'

June's Aerial Awards winner: NHS Blood & Transplant 'Potatoes'

May's Aerial Awards winner: KFC 'First date'

May's Aerial Awards winner: KFC 'First date'

April's Aerial Awards winner: Cancer Research UK 'The Breath'

April's Aerial Awards winner: Cancer Research UK 'The Breath'

March's Aerial Awards winner: National Counter Terrorism Policing HQ 'Multiple Bombings'

March's Aerial Awards winner: National Counter Terrorism Policing HQ 'Multiple Bombings'

February's Aerial Awards winner: Kit Kat 'Have a break from Valentine's'

February's Aerial Awards winner: Kit Kat 'Have a break from Valentine's'

January's Aerial Awards winner: KFC 'Money'

January's Aerial Awards winner: KFC 'Money'

December's Aerial Awards winner: McDonald's 'Greg and Sean'

December's Aerial Awards winner: McDonald's 'Greg and Sean'

November's Aerial Awards winner: IKEA 'Don't have a nightmare this Christmas'

November's Aerial Awards winner: IKEA 'Don't have a nightmare this Christmas'

October's Aerial Awards winner: EuroMillions 'Rooms'

October's Aerial Awards winner: EuroMillions 'Rooms'

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

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

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

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

Aerial awards radio ad winner Feb 2015: RB/Durex 'explore' by Havas Worldwide London

Aerial awards radio ad winner Feb 2015: RB/Durex 'explore' by Havas Worldwide London

Aerial Awards radio ad winner Mar 2015: Born Free 'cookery show' by WCRS

Aerial Awards radio ad winner Mar 2015: Born Free 'cookery show' by WCRS

Aerial Awards radio ad winner Apr 2015: Tena Men 'cat choir' by Abbott Mead Vickers BBDO

Aerial Awards radio ad winner Apr 2015: Tena Men 'cat choir' by Abbott Mead Vickers BBDO

Aerial Awards radio ad winner May 2015:  Duracell 'perfectionist' by Grey London

Aerial Awards radio ad winner May 2015: Duracell 'perfectionist' by Grey London

Aerial Awards radio ad winner Jun 2015: Persil 'future jobs, perfumer' by DLKW Lowe

Aerial Awards radio ad winner Jun 2015: Persil 'future jobs, perfumer' by DLKW Lowe

Aerial Awards radio ad winner Jul 2015: McDonald's 'Beth's a hero' by Leo Burnett

Aerial Awards radio ad winner Jul 2015: McDonald's 'Beth's a hero' by Leo Burnett

Aerial Awards radio ad winner Aug 2015: The AA 'Fuel Assist' by Adam & Eve/DDB

Aerial Awards radio ad winner Aug 2015: The AA 'Fuel Assist' by Adam & Eve/DDB

Aerial Awards radio ad winner Sep 2015: Hiscox 'perseverance' by VCCP

Aerial Awards radio ad winner Sep 2015: Hiscox 'perseverance' by VCCP

Aerial Awards radio ad winner Oct 2015: Specsavers 'some things are better with contact lenses - bat'

Aerial Awards radio ad winner Oct 2015: Specsavers 'some things are better with contact lenses - bat'

Aerial Awards radio ad winner Nov 2015: Transport for London 'road safety distraction'

Aerial Awards radio ad winner Nov 2015: Transport for London 'road safety distraction'

Aerial Awards radio ad winner Dec 2015: Women's Aid 'silence' by WCRS

Aerial Awards radio ad winner Dec 2015: Women's Aid 'silence' by WCRS

Aerial Awards radio ad winner Jan 2016: West Mercia Safer Roads Partnership 'drink' by Orion Media

Aerial Awards radio ad winner Jan 2016: West Mercia Safer Roads Partnership 'drink' by Orion Media

Aerial Awards radio ad winner Feb 2016: Curry's PC World 'bootcamp' by AMV BBDO

Aerial Awards radio ad winner Feb 2016: Curry's PC World 'bootcamp' by AMV BBDO

Aerial Awards radio ad winner March 2016: E4's 'Aliens' by 4Creative

Aerial Awards radio ad winner March 2016: E4's 'Aliens' by 4Creative

April's Aerial Awards winner: Adam&Eve/DDB for Marmite

April's Aerial Awards winner: Adam&Eve/DDB for Marmite

May's Aerial Awards winner: Radio Clyde Creative for Henry's Honda

May's Aerial Awards winner: Radio Clyde Creative for Henry's Honda

June's Aerial Awards winner: McDonald's 'Driver'

June's Aerial Awards winner: McDonald's 'Driver'

July's Aerial Awards winner: Hive 'Superfast any time'

July's Aerial Awards winner: Hive 'Superfast any time'

August's Aerial Awards winner: Flash 'Colouring book'

August's Aerial Awards winner: Flash 'Colouring book'