Leo Burnett's "toiletries" radio execution for McDonald's took the
gold award at this year's Aerial Awards, held this week at Bafta.
The audience of creatives at the Aerial Awards, held for the first time
in association with Campaign, voted for the McDonald's spot ahead of
four other category winners. The ad features the former footballer Jack
Charlton promoting McDonald's breakfasts.
Charlton reads out a list of men's toiletries products including
"intensive facial cleansing cream" and "peppermint oil" before saying:
"What? Come on fellas, get a grip and get yourselves down to McDonald's
for a 99p omelette McMuffin."
The spot was created by Jim Bucktin and David Bell of Leo Burnett. The
producer was Adam Furman through Tape Gallery.
Monster.co.uk was the winner of the best campaign. It was chosen by the
Aerials jury chaired by Malcolm Duffy, the creative partner at Miles
Calcraft Briginshaw Duffy.
Duffy said: "More energy and dedication is being put into creating great
radio advertising and the best fruits of this labour were rewarded
The Monster campaign was created by Nik Studzinski and Gavin Kellett at
Saatchi & Saatchi. The producer was Mark Hanrahan through Triangle.
It also won the silver award in the general category for the "finance
The McDonald's "toiletries" ad also won the silver award in the retail
and finance sector. The other sector winners were: Andy Smart and Roger
Beckett at Wieden & Kennedy for the Nike "10K" run spot (leisure); Simon
Welsh and Tom Geens at HHCL & Partners for the Tango "conference" ad
(FMCG), and Jon Elsom and Ken Sara at Delaney Lund Knox Warren &
Partners for the "odd one out" spot for COI/Department of Health teenage
pregnancy awareness (charity and public service).