This is an original way to show the dangers of using a mobile while driving.
Two warnings are delivered at the same time. The resulting confusion highlights just how difficult and dangerous combining the activities can be. It also takes advantage of radio's unique qualities.
Agency: AMV
Creative: Nick Worthington, Paul Brazier
Producer: Debbie Dillon
Sound: Nick Angell (Angell Sound)
THE SCRIPT
Vo (Both at same time):
You're four times more likely to have a road accident when on a mobile
phone.
It's hard to concentrate on two things at the same time.
Vo (Both at same time):
You're four times more likely to have a road accident when on a mobile
phone.
It's hard to concentrate on two things at the same time.
Vo: (Both at same time)
You're four times more likely to have a road accident when on a mobile
phone.
It's hard to concentrate on two things at the same time.
Vo (single voice):
You're four times more likely to have a road accident when on a mobile
phone.
Vo (Single voice) It's hard to concentrate on two things at the same
time.
Vo : Think. Switch your mobile off when you drive
2. MARS TOPIC - Shut Up
This is one of the funniest of the 17 executions that comprise this highly unusual radio campaign from Mars. Developing the "Topic is a joy to eat, but a bitch to make" theme, this wonderfully cast, real time ad features a man who makes Topics growing impatient with a woman who loves the chocolate bar.
Agency: HHCL
Creative: Suzi Warren, Georg Thesmann
Producer: Ralph V Dyke (Eardrum)
Sound: Pete Diggins (Whitenoise)
THE SCRIPT
Mvo: (Whispered) Topic. Joy to eat. Bitch to make.
Woman: Hiya.
Man: Alright.
Woman: What do you do?
Man: I'm in confectionery. (Clears throat)
Woman: Oh really.
Man: Yeah ... nuts ...
Woman: What's that chocolate and stuff ...
Man: Yeah, chocolate. Nuts.
Woman: Oh right ... what, sort of ...
Man: Yeah nut based con ... well Topics. I make Topic bars.
Woman: Topics?
Man: Yeah, yeah.
Woman: Oh the red packet ones.
Man: Yes.
Woman: Oh do you? No cos I love 'em. I mean d'you like (unclear)
Man: Yeah, everybody loves em (voice wavering)
Woman: D'you get ...
Man: Everybody loves the Topic bars.
Woman: It was like the song really, wasn't it?
Man: Oh, shut up.
3. ITV 1 CHAMPIONS LEAGUE - Get To Your Room
Cruel humour is always the funniest and this ad, in which a father sends his impeccably behaved daughter to her room just so he can watch football in peace, appeals to those wonderfully selfish instincts that reside in all of us. Part of a consistently funny campaign from ITV1.
Agency: BBH
Creative: Alex Grieve, Adrian Rossi
Producer: Michelle Kendrick
Sound: James Saunders (Jungle)
THE SCRIPT
Fvo: Daddy, daddy, today I did a painting of you and I got two stars and
Miss Lewis says I was the best in the class.
Mvo: You're a very naughty girl
Fvo : Why daddy?
Mvo : Don't argue with your father young lady, now go to your room
(faint sound of crying). It's no use crying about it ... go on ... go
on ... get out
4. OBSERVER FOOD MONTHLY - Coffee Order
The Observer could have hit Campaign's top ten for any number of radio ads this year, but this one is the slickest of the lot. In this ad for a feature on coffee production, a customer sprinkles his coffee order with details of the appalling conditions faced by the third-world farmers who produce the drink.
Agency: Mother
Creative: Jim Thornton, Vicky Ghose, Malin Wikerberg
Producer: Emma Starzacher (Scramble)
Sound: Alex Nicholls Lee
THE SCRIPT
Mvo: Can I have a regular, decaf, skinny, mocha, latte, with vanilla
child labour and exploitation. Hold the sprinkles.
Fvo: Coming right up! Did you want ripping off with that?
Mvo: Oh ... go on then ... just a touch
Fvo: And we're giving away enforced poverty and exploitation with every
order! So you want that to stay or go?
Mvo: To go, with four destitute farmers, please
Vo: How do you like your latte? A look at the coffee industry in the
Observer Food Monthly, a 64 page magazine, free this Sunday with The
Obsever.
5. BARCLAYCARD - Antiques
The idea that men have nothing to talk about when the football season is in recess is not new to advertising. But it's the execution of this Barclaycard Premiership ad that sets it apart. The half-hearted conversation about an antiques show runs out of steam after five seconds, but the feeble attempts made to keep it going are hilarious.
Agency: BMP
Creative: Ben & Louisa
Producer: Caroline Prickett
Sound: Hassan Hassan (Zoo)
THE SCRIPT
Sfx: Building site.
Steve: All right mate?
Pause.
Gary: Did you watch the Antiques Road Show last night?
Steve: Yeah, what about those doyleys?
Gary: ... And those embroidered pillows.
Pause
Steve: Yeah that was really something.
Pause
Gary: And that crystal shoe collection.
Steve: Yeah. I was surprised at how much they were worth.
Pause
Gary: Yeh, but he valued them spot on.
Steve: Yeh: I'll give you that. Spot on.
Sfx: A long blast of a football whistle and roar of crowd
Mvo: At last, there's something exciting to talk about. The Barclaycard
Premiership kicks off on 17 August.
6. NESTLE KIT KAT - Oscar Romeo
This ad, which features a police officer laboriously spelling out complicated addresses, relies on clever humour rather than the wacky approach sadly common in radio commercials. It confirms the multimedia credentials of the long-standing "Have a Break, Have a Kit Kat" format.
Agency: JWT
Creative: Kieren Knight, Max Clemens
Producer: Liz Brown
Sound: Gary Walker (750mph)
THE SCRIPT
Station officer: Come in sergeant confirm your position, over
Officer on radio: I'm currently approaching Wood Lane, over.
Station officer: Please repeat ... over.
Officer on radio: I am in whiskey oscar oscar delta lane ... over
Station officer: Roger please proceed to Mississippi Gardens ... over
Officer on radio: Oh, you mean to mike, india, sierra, sierra, india,
papa, papa, india Gardens ... over ...
Station officer: Yes! You should be opposite St Aloysius Presbyterian
Ministry by now ... over
Officer on radio: Ah! I've got you! Opposite sierra, alpha,india,
november, tango, alpha, lima, lima, oscar, yankie,
Vo: Have a break have a Kit Kat
7. MCVITIE'S JAFFA CAKES - We Will be Back
Aligning the Jaffa Cakes brand with the England team during last Summer's World Cup was an astute move by McVitie's, and one which made for an excellent radio campaign. The best thing about this ad is the Stephen Gerrard-esque voiceover which explains the ambition of every Jaffa Cake.
Agency: Publicis
Creative: Adam Kean, Alex Taylor
Producers: Simon Blaxland, Nicola Warman-Johnston
Sound: Dave McPhee (Space)
THE SCRIPT
Background music: Nessun Dorma
Jaffa rep: (spoken, but in tune to Nessun Dorma)
And so,
We're out,
Of the world cup
Even though,
We went,
One-up.
We beat Argenteeeeeena,
Lets not forget,
We took them to the cleeeeeeaners.
We will be back, England,
We'll be back.
Mvo: (in style of footballer being interviewed) McVitie's Jaffa Cakes.
Of course its every cakes dream to go to ...
Jaffa rep: (interupting) ... Euro 2000
8. GALLAHER HAMLET - Fondue
An old format it may be, but it would seem churlish not to include at least one Hamlet ad. The brand is becoming to radio what The Economist is to posters. The desperation in the voice of the man trying his hardest to wriggle out of an engagement is the key to this well cast execution.
Agency: cdp-travissully
Creative: Neil Bishop, Mark Gilmore
Producer: Simon Sole
Sound: Rob Bradbury (Tape Gallery)
THE SCRIPT
Sfx:Phone rings.
Victoria: Hello. Victoria Cheeseman-Jones.
Rob: Hi Vicki it's Rob.
Victoria: Oh, hi Robert.
Rob: Really sorry to do this but Sal and I just can't make your birthday
fondue next week. It's such a shame, we were so looking forward to
meeting all your banker friends. It's just that Sal's sister's over from
New Zealand on Thursday. Typical isn't it? Any day ... (bangs table) Any
day but Thursday!
Victoria: But it's on Wednesday.
Sfx: Match strike
Music: Air on a G-string.
Vo: Happiness is a cigar called Hamlet. The mild cigar.
9. COI DVLA ROAD TAX - Road Tax Hazzard
The success of this COI ad may well depend upon how familiar you are with the original Dukes of Hazard theme tune. But this execution is sufficiently melodic and novel to stay with you for days after you first hear it.
Agency: D'Arcy
Creative: David Chidlow & Matthew Wheeler
Producer: Tim Morgan
Sound: TBC
THE SCRIPT
Mvo (sings):
Just the good ole boys
Never paid their road tax
Thought they'd get away
But they've been made to pay
Caught on film by the law.
Ignoring the signs
Kept drivin' along
One day the cameras they caught them
And its all gone Pete Tong.
Cruisin' away
Their life is carefree and fun
Caught with no tax on their car
Now the pains just begun.
Just the good ole boys
Should've bought tax while they could
Now its too late for excuses
And the crying's no good.
Vo (Roscoe P Coltrane): With these here new road cameras, there's no
exceptions, no excuses and no escape. Kud,y'ud, y'ud.
10. TOYOTA - Commentator
This execution features the witterings of a football commentator whose Toyota Traffic Avoidance System has got him to the ground hours before the game. The use of Alan Green is a masterstroke that will have resonated with regular radio listeners.
Agency: Saatchi & Saatchi
Creative: Hugh Todd, Adam Scholes
Producers: Simon Blaxland, Nicola Warman-Johnston (Shell Like)
Sound: David Lazero, Ian Harges (Triangle)
THE SCRIPT
Sfx:Outside ambience
Anchor man: And now over to Alan Green at White Hart Lane
Green: Thanks John ... well nothing happening here ... (bit bored) ...
no sign of the teams ... nor any fans in fact ... just me ... oh but
hold on (more excited) whats this ... a crisp packet has blown onto the
pitch ... Yes it's drifting slowly towards the half way line ... It's a
blue packet ... possibly cheese and onion ... hard to tell ... maybe the
monitor in the studio will show us the exact flavour ... Oh and look
(more excitement) now there's a pigeon having a peck at it.
(chuckles) ... he's really having a go at it (laughing a little
hysterically) ... well what drama ... So it's back to you in the studio.
Mvo: the Toyota Avensis with electronic traffic avoidance system. Be
careful. You might get there too early. Arrange a test drive now at your
local Toyota dealer. The car in front is a Toyota
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