The winning entry employs gentle sarcasm to suggest the audience are dysfunctional children. Al Young, the creative director at St Luke's who judged the awards, said: "I like the ad because it makes an outrageous claim; a chance to relive your childhood but this time get it right."
The joint runners-up for the award were ads by Bartle Bogle Hegarty's Kevin Stark and Nick Kidney for ITV1 and Ogilvy & Mather's Dom Sweeney and John Crozier for BP's Wild Bean Cafe.
Separately, the 2004 Annual Aerial Award for best use of casting was won by Saatchi & Saatchi's Richard Baynham and Ian Gabaldoni for their NSPCC work, not Paul Ewen and Ajab Singh as stated in last week's Campaign.
