June’s winners: Andrew Long and James Millers, creatives, MullenLowe London
Judge: Gerry Human, chief creative officer, Ogilvy & Mather London
Winning Ad: Persil ‘future jobs – perfumer’
Gerry Human, chief creative officer, Ogilvy & Mather London
– Don’t try too hard. There are brilliant studios, engineers and actors in London so, when you have a great idea, work with the best talent and let them get on with it. People are used to irritating and overproduced ads shouting at them, so simple ideas work best.
– Don’t be in a hurry. Most radio ads try to squash in as much as possible. The best ones strip it all out and make a single point. Just like any other medium, I guess.
|Winning ad: Persil ‘Future Jobs – Perfumer’
Soft instrumental music like you would expect to hear on a high-end perfume commercial.
Woman: [A slow, seductive voice] Rose petal eau de parfum.Awaken your senses to a truly divine aroma.Seductive and soft, this fragrance blends deep, floral scents with musky, green notes.Fresh grass and rose petals, delicately balanced with hints of cloudy pond water from the back of the garden.And stirred…
[The music suddenly cuts out and the voice changes to that of a young girl]
SFX: Outdoor ambience.
Girl: …with a stick in an old jam jar.Mmmm!Mum, smell my new perfume!
VO: What we do as a child shapes what we become as an adult.Persil. Dirt is good.Credits
Title Future jobs – perfumer
Agency MullenLowe London
Writers Andrew Long, James Millers
Producer Camille Hanish-Oakes
Post-production Grand Central Recording Studio
Sound engineer Ben Leeves
Voiceover artists Vinette Robinson, Abigail Leeves
This article was first published on campaignlive.co.uk