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Vicki Maguire's tattoo lesson via radio

Grey London's joint chief creative officer Vicki Maguire chooses Boots Soltan "Sun damage for life" as the winner of the Aerial Awards.

Vicki Maguire's tattoo lesson via radio

Winners: Ian Brassett and Dave Anderson (above), senior creatives, Ogilvy for Boots Soltan "Sun damage for life"


Maguire: I chose this ad because...

My kid sister has a tattoo on her shoulder. It’s a shamrock that says "Shane MacGowan for ever". She was pissed. Your kids are not. Sun damage on young skin is as permanent as a tattoo.

How do I know? Because that Boots Soltan radio ad told me. Simple. Memorable. And I don’t even have kids.

This for me was the best ad of the bunch, because it was the best brief of the bunch. Selling berries or paint colours (key features of this month’s other shortlist-ees) doesn’t come close to a nugget like that. It’s a gob-smacking fact. It should have been the winner just on strat’ alone. But fair play to the crew, they brought it to life with wit and finesse.

How would you encourage creatives to ‘See radio differently’?

Unleash the hounds
If you think you’re being short-changed by being given a radio brief, check out K9FM* by Colenso BBDO from New Zealand. It’s next level. Listen and weep. 

Listen up
Someone wise once said: "If you want to write, read." If you want to write for radio, listen. To everything. Podcasts. Old radio series. Commercial radio.

Be a countryphile
Listen to country music. That’s actually my answer to everything.

Winning ad: Boots Sultan "Sun damage for life"

Tattooist Hey, good to see you again. What tattoo are you getting today? [Reply comes from an eight-year-old girl.]

Girl "Majorca 2018", please. Really big across my back.

Tattooist Nice. How many is that now?

Girl I’ve got one on my chest from the beach. One on my arm from the park.

MVO Some leading sun creams don’t offer five-star UVA protection, exposing your child to sun damage that’s as permanent as a tattoo. Be certain with Soltan, exclusively at Boots. (edited for length)

Credits

Client Boots
Creative team Dave Anderson, Ian Brassett
Executive creative director Christine Jones
Deputy executive creative director Sam Cartmell
Producer Lesley Scott 
Production company Webber Represents 
Facility house Gramercy Park Studios 
Sound engineer Sam Cross 
Producer Maxine Bates 
Voices Abraham Popoola, Lyndsey Marshal, Lola Shepelev

(*A whole radio station designed for dogs, with programmes created based on research to keep canine listeners relaxed.)

Could you do better? Enter your work at aerials.co.uk

The Aerials are awarded monthly by Radiocentre to the creative team behind the best work entered at aerials.co.uk and chosen by an invited creative-director judge.

Aerials logos

Previous winners

Aerial Awards radio ad winner: FCA's 'Can't totally recall 90's'

Aerial Awards radio ad winner: FCA's 'Can't totally recall 90's'

Aerial Awards radio ad winner: Virgin Trains 'Owls'

Aerial Awards radio ad winner: Virgin Trains 'Owls'

Aerial Awards radio ad winner: TfL 'Bus performance'

Aerial Awards radio ad winner: TfL 'Bus performance'

Aerial Awards radio ad winner: BeGambleAware 'Nuisance'

Aerial Awards radio ad winner: BeGambleAware 'Nuisance'

Aerial Awards radio ad winner: McDonald's 'Beef fairytails'

Aerial Awards radio ad winner: McDonald's 'Beef fairytails'

December's Aerial Awards winner: GWR 'Waiting for Aunt Fanny'

December's Aerial Awards winner: GWR 'Waiting for Aunt Fanny'

November's Aerial Awards winner: 'Breakfast brew' for Yorkshire Tea

November's Aerial Awards winner: 'Breakfast brew' for Yorkshire Tea

September's Aerial Awards winner: 'Buns' for Byron

September's Aerial Awards winner: 'Buns' for Byron

August's Aerial Awards winner: 'Nice' for Tesco

August's Aerial Awards winner: 'Nice' for Tesco

July's Aerial Awards winner: Chiltern Railways "A big deal - slide"

July's Aerial Awards winner: Chiltern Railways "A big deal - slide"

June's Aerial Awards winner: NHS Blood & Transplant 'Potatoes'

June's Aerial Awards winner: NHS Blood & Transplant 'Potatoes'

May's Aerial Awards winner: KFC 'First date'

May's Aerial Awards winner: KFC 'First date'

April's Aerial Awards winner: Cancer Research UK 'The Breath'

April's Aerial Awards winner: Cancer Research UK 'The Breath'

March's Aerial Awards winner: National Counter Terrorism Policing HQ 'Multiple Bombings'

March's Aerial Awards winner: National Counter Terrorism Policing HQ 'Multiple Bombings'

February's Aerial Awards winner: Kit Kat 'Have a break from Valentine's'

February's Aerial Awards winner: Kit Kat 'Have a break from Valentine's'

January's Aerial Awards winner: KFC 'Money'

January's Aerial Awards winner: KFC 'Money'

December's Aerial Awards winner: McDonald's 'Greg and Sean'

December's Aerial Awards winner: McDonald's 'Greg and Sean'

November's Aerial Awards winner: IKEA 'Don't have a nightmare this Christmas'

November's Aerial Awards winner: IKEA 'Don't have a nightmare this Christmas'

October's Aerial Awards winner: EuroMillions 'Rooms'

October's Aerial Awards winner: EuroMillions 'Rooms'

September's Aerial Awards winner: Harvey Nichols 'Car'

September's Aerial Awards winner: Harvey Nichols 'Car'

Aerial Awards radio ad winner Jan 2015: Audi 'scarlett' by BBH

Aerial Awards radio ad winner Jan 2015: Audi 'scarlett' by BBH

Aerial awards radio ad winner Feb 2015: RB/Durex 'explore' by Havas Worldwide London

Aerial awards radio ad winner Feb 2015: RB/Durex 'explore' by Havas Worldwide London

Aerial Awards radio ad winner Mar 2015: Born Free 'cookery show' by WCRS

Aerial Awards radio ad winner Mar 2015: Born Free 'cookery show' by WCRS

Aerial Awards radio ad winner Apr 2015: Tena Men 'cat choir' by Abbott Mead Vickers BBDO

Aerial Awards radio ad winner Apr 2015: Tena Men 'cat choir' by Abbott Mead Vickers BBDO

Aerial Awards radio ad winner May 2015:  Duracell 'perfectionist' by Grey London

Aerial Awards radio ad winner May 2015: Duracell 'perfectionist' by Grey London

Aerial Awards radio ad winner Jun 2015: Persil 'future jobs, perfumer' by DLKW Lowe

Aerial Awards radio ad winner Jun 2015: Persil 'future jobs, perfumer' by DLKW Lowe

Aerial Awards radio ad winner Jul 2015: McDonald's 'Beth's a hero' by Leo Burnett

Aerial Awards radio ad winner Jul 2015: McDonald's 'Beth's a hero' by Leo Burnett

Aerial Awards radio ad winner Aug 2015: The AA 'Fuel Assist' by Adam & Eve/DDB

Aerial Awards radio ad winner Aug 2015: The AA 'Fuel Assist' by Adam & Eve/DDB

Aerial Awards radio ad winner Sep 2015: Hiscox 'perseverance' by VCCP

Aerial Awards radio ad winner Sep 2015: Hiscox 'perseverance' by VCCP

Aerial Awards radio ad winner Oct 2015: Specsavers 'some things are better with contact lenses - bat'

Aerial Awards radio ad winner Oct 2015: Specsavers 'some things are better with contact lenses - bat'

Aerial Awards radio ad winner Nov 2015: Transport for London 'road safety distraction'

Aerial Awards radio ad winner Nov 2015: Transport for London 'road safety distraction'

Aerial Awards radio ad winner Dec 2015: Women's Aid 'silence' by WCRS

Aerial Awards radio ad winner Dec 2015: Women's Aid 'silence' by WCRS

Aerial Awards radio ad winner Jan 2016: West Mercia Safer Roads Partnership 'drink' by Orion Media

Aerial Awards radio ad winner Jan 2016: West Mercia Safer Roads Partnership 'drink' by Orion Media

Aerial Awards radio ad winner Feb 2016: Curry's PC World 'bootcamp' by AMV BBDO

Aerial Awards radio ad winner Feb 2016: Curry's PC World 'bootcamp' by AMV BBDO

Aerial Awards radio ad winner March 2016: E4's 'Aliens' by 4Creative

Aerial Awards radio ad winner March 2016: E4's 'Aliens' by 4Creative

April's Aerial Awards winner: Adam&Eve/DDB for Marmite

April's Aerial Awards winner: Adam&Eve/DDB for Marmite

May's Aerial Awards winner: Radio Clyde Creative for Henry's Honda

May's Aerial Awards winner: Radio Clyde Creative for Henry's Honda

June's Aerial Awards winner: McDonald's 'Driver'

June's Aerial Awards winner: McDonald's 'Driver'

July's Aerial Awards winner: Hive 'Superfast any time'

July's Aerial Awards winner: Hive 'Superfast any time'

August's Aerial Awards winner: Flash 'Colouring book'

August's Aerial Awards winner: Flash 'Colouring book'