Best radio ad of the year announced

Staff Writer

An ad promoting Volkswagen’s Fatigue Detection Technology has won the 2014 Gold Siren award for the best radio ad of the year. The ad, “Road” was written and produced at DDB Sydney.
or hear it here

The winning ad is part of a campaign dramatising the hypnotic effect long drives can have on the human mind. You hear the inner-thoughts of a character wandering off the road. Volkswagen’s Driver Fatigue Detection Technology quickly brings them back on track.

The writers said: “The bones of the ad came out of the rhythmic sound car tyres make when driving along freeways. It seemed to be a good place to start when thinking about fatigue. Radio is one of the most enjoyable mediums to work with. You can literally think of anything without the worry of ‘how the hell are we going to shoot that?” 

The writers of the ad and the client win airfares, accommodation and automatic entry and tickets to the Cannes Advertising Lions Festival next month. 

CEO of CRA Joan Warner said: “This is the 10th year of the Siren Awards and it has been another outstanding year of entries. The winning Volkswagen ad is a very effective use of audio for radio and highlights a vehicle feature that could save lives.”

The Silver Siren for the best radio campaign was won by last year’s Gold Siren winner, John Mescall and Pat Baron from McCann for another Metro Train ad campaign called “Metro Notify”.

Mescall said: “Compared to most ads on radio, these have a reasonably unique tone of voice. Jean Kittson did a great job with the words we gave her. I also give kudos to the guys at Metro, who don’t have a problem admitting that your train running late is actually bad news. Honesty can be a rare commodity in advertising.”
or hear it here

Siren Awards 2014 Overall Category Winner (Gold Siren)
(also winner of 2014 Single & Craft Category)
Jim Curtis & Ryan Fitzgerald
DDB Sydney
“Road” for Volkswagen

Siren Awards 2014 Single Category Winner (Silver Siren)
Radio Single
Jim Curtis & Ryan Fitzgerald
DDB Sydney
“Road” for Volkswagen

Siren Awards 2014 Campaign Category Winner (Silver Siren)
Radio Campaign
John Mescall & Pat Baron
“Metro Notify Campaign” for Metro Trains

Sirens Awards 2014 Craft Category (Silver Siren)
Jim Curtis and Ryan Fitzgerald (Writers)
Danny Grifoni (Sound Engineer)
DDB Sydney
“Road” for Volkswagen

Sirens Awards 2014 Client Award
Radio Campaign
Rohan Lancaster & Darren Pitt
Clemenger BBDO Melbourne
“Shoppers Please” for Mars Chocolate Australia (M&M’s)

See and hear more here.

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