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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
RA DIO Siren winner takes out The 2008 Sirens winner, a commercial for RACV Financial Services called ‘Disclaimer’, written by Paul Reardon and Julian Schreiber from Clemenger BBDO, Melbourne, was the only Australian radio winner at the Cannes International Advertising Festival this year, taking home a Silver Lion. THE RACV COMMERCIAL PLAYS humorously on t he need for d is- claimers in ads, with the majority of the 60 second ad being taken up with an argument between the man doing the di sclaimer and the voiceover man. Says writer Paul R eardon fr om Clemenger BBDO, Me lbourne: “It was purely circumstance, to do an ad fo r an RA CV c ar lo an, whi ch unf ortunat ely r equir ed almost 30 se conds of lega l dis - claimers, so it made sense for us to make such an over whelming element o f the ad the idea. Also disclaimers are a challenge every creative who writes r adio has t o face. How do we make them fit in and not sound like they’re undo- ing all t he impact the ad had before all the legal jargon kicks in. It was great to write an ad where the ad and disclaimer literally had a fight.” The RACV commercial was one of three 2008 Sirens finalists and winners that made i t to the radio shortlist in Cannes. The other two spo ts we re ‘Po lic e Radio’ fo r Worki ng Aga inst Cul pable Driving via B WM S ydn ey and ‘Do I sou nd dif fe rent? ’ f or SCOPE v ia Le o Burne tt, Melbourne. Chief e xe cutive o ff ice r o f Commercial Radio Australia, Joan Warner, said it w as a grea t effort to w in a Si lver Lion at Cannes and shows how Aus tralian r adio comme rc ia ls are c ontinual ly improving: “This i s the s econd year in a r ow that an Australian radio commercial has had success in Cannes. Last year’s Sirens win- ner, a radi o c omme rci al f or Snickers called ‘Hoedown’, writ- ten by Paul Reardon an d Jo nas Pete rso n from Clemenge r BBDO, Melbourne , wo n the Radio Grand Prix at Cannes – the first Australian r adio commercial to do so.” Ms Warner said the industry was consistently working hard to he lp improve the quality of Au stralian radio ads wi th the Siren Awards, now in t hei r four th year , an d attra ctin g a re cord n umbe r o f entries this year. If you would like to enter your radio ad into the 2009 Siren Awards and be in the running to win a trip to Cannes next year, visit www.sirenawards.com.au 14 CAMP AI GN B RIEF SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008