Promoted
Radiocentre

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

May's winners: Paul Moran and Gary McNulty creative directors, Grey London
May's winners: Paul Moran and Gary McNulty creative directors, Grey London

May's winners: Paul Moran and Gary McNulty creative directors, Grey London
Judge: Ben Middleton creative partner, Creature London
Winning Ad: Duracell 'perfectionist'

campaignlive.co.uk/go/aerials

Ben Middleton creative partner, Creature London

I love this ad because…

The "Duracell lasts longer" brief is an incredible one that should win you awards, but I don’t want to take anything away from this execution. A man delivering a brilliantly written, mortifying best man’s speech to a wedding party is able to go on and on and on as he has put Duracell batteries in his microphone. The voiceover casting is natural, with the perfect balance of believability and comic timing. The crowd’s "oohs" and "aahs" are well-timed and the inspired laddish "yes" halfway through made me properly LOL. Well done to the team behind this example of just how good this medium can be.

My three golden rules for a great radio ad

- Figure out the most disruptive way to convey your message. Could you compose music or record some obscure sound from the real world?

- Harness listeners’ imagination. A wise man from Leeds once told me that radio’s the only place where you can use the air force to tow a ten-ton cherry through the sky then drop it on to a 700-foot mountain of whipped cream floating in a hot chocolate-filled lake before 25,000 spectators. An amazing scene only possible on radio.

- Don’t default to run-of-the-mill voiceover artists – they rarely sound distinctive. How refreshing it was when Vodafone used Idris Elba for its "power to you" campaign – a different-sounding voice with bags of character.

Winning ad - Duracell 'Perfectionist'

Wedding atmosphere.

MVO1: Tony says I was the obvious choice to be his best man because, apparently, I’m "the reliable one".
So no pressure, then…!
You’ll have noticed I got him to
the church on time and didn’t lose
the rings.
Furthermore, ladies and gentlemen, I’ve even put new batteries in this microphone to make sure the speeches don’t get cut short.
So it looks like I’m "the reliable one".
But Tony – he’s the perfectionist. Just look at the lady by his side.
SFX: Warm response from the guests.
MVO1: But spare a thought for those who didn’t make the grade.
Remember Joanna?
And Lisa? Jane. Debbie. Ashley. Jeanette. Stacey. Helen. Shelley. Sally. Janet. Sally, again. Hannah. Roz. Martha. Sarah G. Sarah T. Sarah K. Sally, again. Jess. Natasha. Hayley. Sophie. Philippa. Tanya. Charlotte.Kate. The Morgan twins. Becky. Davina. Sally… different one. Catherine. Ruth.
The Duchess of Wythenshawe…
[fades out]
FVO: The bride sounding annoyed.
MVO2: Duracell lasts longer.
Much longer.
SFX: Three-note sonic mnemonic.

Credits
Title Perfectionist; Client Duracell (Procter & Gamble); Agency Grey London; Writers Gary McNulty, Paul Moran; Producers Shaun O’Dwyer, Georgia Tomi; Post-production GreyWorks; Sound engineers Liam Conwell, Ade Pressly; Voiceover artists Jon Culshaw, Camilla Ashenhurst

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


The Aerials are awarded monthly to the creative team behind the best radio ads entered at aerials.co.uk and chosen by an invited creative-director judge. Winners are entered into the D&AD Awards for free.

#AerialAwards

campaignlive.co.uk/go/aerials

Topics

Aerials logos

Previous winners

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'