DLKW Super Noodles ad wins Aerial Award

A radio spot that uses spoof rock music tracks to promote Batchelors Super Noodles has won the final Aerial Award of 2003.

The ad, "Rock/Super Rock", created by Robert Clayman at Delaney Lund Knox Warren & Partners, won the December award for best radio ad in the Aerials, run by the Radio Advertising Bureau in association with Campaign.

Clayman's ad juxtaposes a spoof punk rock track in which a singer shouts about "rubbish noodles" with a well-produced song, reminiscent of rockers The Darkness, that extols the virtues of Super Noodles.

The Super Noodles singer belts out the line "Super Noodles - better than sex" before the rock icon Tommy Vance ends the track by growling "Super Noodles" in his husky tones.

The Aerial judges, Gavin Kellett and Nik Studzinski, said: "We chose the ad for Super Noodles because it's a worthy successor to the previous work in the campaign. All too often, radio ads are just watered-down versions of the TV work but we feel that this execution uses the strength of the medium to put across a product truth effectively."

Runners-up were another ad from the Super Noodles campaign, called "average Jill/Super Jill", and a spot from the Abbott Mead Vickers BBDO team Barney Ashton and Paul Patemen for BT.

The winning spot was produced by Vanessa Butcher and Spru Rowland. Media planning was through Naked Communications and buying through ZenithOptimedia.

The ads can found at the Aerial Awards website, www.aerials.co.uk.