M&C Saatchi's team picks up May Aerial Award with TfL spot

The M&C Saatchi creative team of Tom Spicer and Kit Dayaram have won the May Aerial Award for best radio commercial.

The pair's work for Transport for London's teen road safety initiative was both the winner and runner-up for the award, which is held in association with Campaign.

The team's "Brits" spot was judged to be the best of the month by Ruan Milborrow, the creative partner at cdp-travissully. The "football" ad, also for TfL, was the runner-up. The ads support a television campaign, also created by M&C Saatchi, which is on air at present.

An Orange ad, "Saturday night" by the Mother creative team of Stuart Outhwaite and Ben Middleton, was another runner-up.

Milborrow said: "A clear winner this month, the 'Brits' ad uses the medium of radio perfectly to take you very convincingly down one road and then deliver a real unexpected twist in the tale."

Milborrow also said that the production values of "Brits" stood out over other radio commercials.

The winning ad and the runners-up can be heard on the Aerials website, www. aerialsfoundation.co.uk.

Each of the Aerial Awards monthly winners are put forward to the annual awards ceremony. This year's will be held on 26 October at the UCL Bloomsbury Theatre.

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