AMV duo take Aerial Award for mobile phone safety ad

The Department for Transport's "junction 13" spot for mobile phone safety has won February's Aerial Award, run in association with Campaign.

The radio spot was created by Abbott Mead Vickers BBDO's Andy McKay and Mary Wear. In the ad a man is heard calling to tell a colleague about a successful meeting he's just had. He goes on to explain which junction on the motorway he's approaching when the conversation switches to the voice of a police radio controller calling in an accident at that junction, with one fatality.

The judge of February's awards was Julian Chalkley of St Luke's. He said: "I love the punch and simplicity of this radio ad. It demonstrates with a brutal efficiency the perils of using a mobile phone while driving. I felt I was sitting on the bank of the hard shoulder looking across the motorway at the death and wreckage caused by it."

The facilities house for "junction 13" was Jungle Studios, and the sound engineer was Justin Saunders.

"The creative device made it feel exactly how this type of accident would happen; quickly and coldly, with no chance of being able to do anything about it," Chalkley added.

The runner-up was a spot for the NSPCC called "John". Created by Ian Gabaldoni and Richard Baynham from Saatchi & Saatchi, the ad features "John" reading out the suicide note he has written to his mother.

The winning ad and runner- up can be downloaded from the aerials website at: www. aerials.co.uk.

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