The radio awards were held in association with Campaign at the Royal Opera House in London earlier this week. The ad, which on top of its gold also won silver in the charity and public service category, was voted for by an audience of creatives.
It features two voices talking at once - one saying: "You're four times more likely to have a road accident when on a mobile phone," the other saying: "It's hard to concentrate on two things at the same time." The resulting confusion highlights how difficult, and therefore dangerous, combining the two activities can be.
The spot was created by Nick Worthington and Paul Brazier of AMV and produced by Debbie Dillon at COI Communications. The sound engineer was Nick Angell at Angell Sound.
Gallaher Hamlet Cigars was the winner of the best campaign. It was chosen by the Aerials jury, which was chaired by the Saatchi & Saatchi executive creative director, Dave Droga.
The campaign, which continues the brand's long-running "happiness is a cigar called Hamlet" theme, was produced by cdp-travissully. The "escort" slot also won silver in the FMCG category.
The Hamlet campaign was created by Tony Burke and Milo Campbell, Mark McCall and Phillip Fass, Neil Bishop and Mark Gilmore and Ruan Milborrow.
The other sector winners were Alex Grieve and Adrian Rossi at Bartle Bogle Hegarty for ITV1 Champions League Football's "working late" slot (leisure); Paul Smith, Steve Thomas, Phil Hardwick and Ben Davis at TFM for the Radio Advertising Bureau's "kill" spot (general) and Dominic Beardsworth and Jules Chalkey at St Luke's for Ikea's "marry me" commercial (retail and finance).
In the craft awards, HHCL & Partners and Eardrum won the casting award with Mars Topics "primary school teacher", St Luke's scooped the directing prize for Ikea's "marry me" ad and Malcolm Moore Deakin Hutson and the Tape Gallery took the sound design award for its "ding-dong" ad for MTV.