A radio commercial for the Volkswagen Polo Match that spoofs the
Walking in the Air theme track from The Snowman has won the Aerial Award
The Aerial Award, run by the Radio Advertising Bureau and supported by
Campaign, was picked up by BMP DDB's Simon Veksner and Nick Allsop for
their "snowman" spot.
The ad reworks the lyrics of the song to extol the virtues of the Polo's
"air conditioning as standard" offer. The words of the song begin with a
journey in a car before the lyrics: "I turn the air con up. A snowman
looks at me and yearns, switch that thing off at once or else I'll
The judges Chris Harris and Ben Stafford of Bates UK said: "The
commercial clearly stood out as the best. Very funny, very well executed
and perfectly suited to the medium. It communicates the benefit very
clearly and is perfect for the time of year."
The "snowman" spot was produced by Caroline Pickett with media through
MediaCom. The facility house was Clearcut and the sound engineer Tim
The Volkswagen ad beat off competition from Securicor and COI
Communications for the award.