Promoted
Radiocentre

Why Trainline's latest campaign carries a clear message

Quiet Storm founder and executive creative director Trevor Robinson chooses Trainline's "Telepathic Rant" as the winner of the Aerial Awards.

Why Trainline's latest campaign carries a clear message

Winners: Adrien Raphoz (left) and Grant Codron (right), associate creative directors, BBH London (above) for Trainline's "Telepathic Rant"


Robinson: I chose this ad because...

I find it genuinely entertaining and it’s really well crafted. It’s a great insight from the creatives, who have obviously had this inner rant themselves many a time. It ties up the concept well and I get a clear message of what the ad wants me to do, as opposed to many radio ads where I get to the end and feel generally confused about life.

As soon as I heard David Mitchell’s voice – and I hope it isn’t that I’m just a bit "poshist" – I wasn’t thrilled. I find his voice pretty grating. Despite that, I really enjoyed his delivery on this. He seems the perfect casting to encompass that uptight, London feeling.

Obviously, with radio, the visual aids that are your usual shortcuts are disabled. To create something like this, a brilliant script that doesn’t feel rushed at all, can be supremely difficult.

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

Think about the beginning
Catch the audience straight away. It’s got to engage quickly to make people listen and to avoid them switching off. 

Keep it simple and direct
Consider what people are doing while listening to the radio. If you over-complicate, it tends to sound like a high-pitch buzz. You’ve got to engage and stop them in their tracks. 

Use radio’s personal power
The relationship with radio is very personal, in the same way that a good book invades your perceptions. Use this. Orson Welles’ War of the Worlds radio hoax alien invasion, in 1938, had people running down the road screaming for their lives. Radio is powerful.

Winning ad: Trainline 'Telpathic Rant'

SFX (Railway station sounds.)
VO 1 Take your time mate, it’s not like my train’s leaving in four minutes or anything. That’s right, punch in your reference code wrong; no probs! Oh look, here come your 27,000 train tickets! You win!… (Voice continues then fades out.) VO 2 You could have a telepathic rant at the guy in front, or you could get train tickets straight to your phone and skip the queue. Available on the Trainline app. Download today. Trainline. Wonderfully predictable.
VO 1 Obviously! (edited for length)

Credits

Creative agency BBH London
Creative team Grant Codron and Adrien Raphoz
ECD Tom Skinner
Producers Charlotte Lipsius and Zaf Choudhury
Studio Grand Central
Sound designer George Castle
Voices David Mitchell and Louise Ford

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'