Leo Burnett nabs gold Aerial for McDonald's

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

director" spot.

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).

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