WCRS team wins Aerial for Danish Bacon 'sausages' ad

The WCRS team of Jane Briers and Dave Cornmell has picked up this month's Aerial Award with an execution for Danish Bacon.

The commercial, entitled "sausages", is set in a supermarket. A woman asks a shop assistant where the sausages are kept, to which he replies: "Over there, next to the Danish Bacon." He pronounces "Danish" with an extended "shhhhh'" sound, evoking the sound of bacon sizzling.

Trevor Robinson, the Quiet Storm creative director, who judged this month's awards, said: "This ad for Danish Bacon made excellent use of the medium to achieve great cut-through. The ad whispered - or, rather, sizzled - and I think that is where radio is at its most powerful.

"The fact that it featured the comedy genius Mark Heap from Green Wing ensured it was genuinely entertaining, so great casting, too."

This month, there were two runners-up. The first was the Radioville trio of Tim Craig, Richard Johnston and Mark Gilmore, who were commended for their "pie whipple" ad for Nationwide. It features the voices of the Little Britain stars, Matt Lucas and David Walliams.

The second runners-up were Saatchi & Saatchi's Andre Hull and Lee Sunter for their "beards" execution for T-Mobile.

The monthly winners of the Aerials, held in association with Campaign, are put forward to the annual awards ceremony.

This year, the annual Aerial Awards nominations panel will be chaired by Al Young, the creative director of FCB London, and Al Young, the creative director of St Luke's.

Robinson's Private Hear column, which includes his comments on the winning commercial, can be read at www.privatehear.com.

Visitors to the website will also be able to hear each of the ads reviewed.