Cannes Lions – Real Radio Genius

From over 1000 entries, the Cannes jury awarded 31 Radio Lions, 16 to US and South African ad agencies. European winners included Silver awards to Bates Red Cell, Oslo, Norway for Bosch, BBDO Campaign Dusseldorf, Germany for Bayer Aspirin and Shackleton Ad, Madrid, Spain for Save The Children.

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All the Cannes Lions award winners demonstrate essential advertising creativity. “Obviously there is no formula,” said KingJames (agency) Creative Director Alistair King. “Some ads are just funny the whole way through and don’t rely on a big kick-ass punch line.” Cape Town, South Africa agency KingJames won the Gold Lion for its campaign for the Mini automobile using humor and a radio theme.

“When I first saw this script, I had a very strong sense that it was a winner spot. For me, good radio is often like a well told joke; the person listening to it must not see the twist coming, and the punch line should happen quickly, not unravel slowly. The Mini script had that particular ingredient, which is why I always felt it would go on to win something.”

“The best way to cut through the clutter is to write and produce a spot that fundamentally sounds different to the commercials that appear before and after it. Over and above that, the ad must be rewarding to the listener. It must entertain them for taking the time to listen to your tedious advertising message. Because, let’s face it, with so much incredible information washing over your target market on a daily basis, you product’s benefits and features are really not that fascinating. Entertainment is what makes your advertising message palatable.”

DDB Chicago won the Grand Prix for the “Real Men of Genius” campaign for US brewer Anheuser-Busch. “There were 11 spots in this campaign and the jury felt that everyone of them was worth a Gold," said jury president Malcolm Poynton, who described the spots as “entertaining and strong radio.

Previously published in Radio World International, October 2005, in a slightly different form.

Title: AFFAIR/Mini Agency : KingJames, Cape Town, South Africa (reprinted with permission)

Script:

SFX: Late night radio show intro music.

MV1: (soothing voice) You’re listening to Dr Ray. And it’s time to take another call. You’re on the air.

MV2: Hi Dr Ray. I wonder if you could help me?

MV1: Go ahead, I’m listening.

MV2: I’ve started to believe that my wife is having an affair. She’s been acting suspiciously for a while now. There have been signs; phone rings, I answer, someone hangs up. She started going out a lot, apparently with the girls, but when I ask which girls, she just says, "Work friends. You don't know them".

MV1: (sympathetic sounds)

MV2: Anyway, last night she went out again - all dressed up in a slinky dress and her best perfume, so I decided to check on her. I followed her to this restaurant and hid behind my new Mini Convertible across the road so I could see her through the window. It was while I was crouching behind my Mini that I noticed a small scratch on the rear bumper. (Gets bit choked up) So, I was just wondering…should I re-spray the whole bumper or should I try and buff out the scratch myself?

MV1: (Slight pause, then with certainty) I’d say buff.

VO: The new Mini Convertible. You gotta love it.