Prudential radio ad picks up December Aerial for WCRS pair

A creative team from WCRS has won December's Aerial Award with a radio execution for Prudential.

The winning ad, which was created by Tom Burnay and Stef Jones, is entitled "fifty something". It is an adaptation of a TV execution that formed part of Prudential's "Plan from the Pru" campaign last autumn.

"Fifty something" features a poem that comically describes the pretensions and vanities of 50-year-olds. It ends with a voiceover from the poet Roger McGough, who urges all customers who have "been 49 for the last five years" to get a plan from the Pru.

The ad was produced by Sarah Bailes and Barney Buxton, and the sound engineer was Richard Bradbury.

December's Aerial Awards, in association with Campaign, were judged by Jonathan d'Aguilar and Frank Stubbs of The Bridge. They said: "The Prudential campaign not only stands out but feels dead right for the brand.

"The fact that the radio ads are exactly the same as the TV ads would normally count against them, but we felt the ads worked just as well, perhaps even better, on radio."

The runners-up were Abbott Mead Vickers BBDO's "movies" ad for BT Broadband, created by Ben Kay and Cam Blackley, and Lever Comfort's "purple", created by Ogilvy & Mather's Shish Patel and Sam Oliver.

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