Australian Open Tennis Radio Ads Ace Round 5 Of Siren Awards
Radio ads for the Australian Open Tennis have aced Round 5 of the Siren Awards, taking out the overall win, the single, craft and campaign categories.
The single ad “Ball of Fire” by Cummins&Partners creative team, Chris Ellis and Aaron Lipson, used audio from a miniature microphone attached to a tennis ball served at 234 km, to take radio listeners closer to the tennis action.
To microscopically capture the sound for the winning ad “Ball of Fire”, a miniature ‘nano’ microphone was attached to a tennis ball on Centre Court at Rod Laver Arena and it won the director and sound engineer of the ad, Paul Le Couteur from Flagstaff Studios the round 5 craft category.
The Campaign category winner was The Australian Open Tennis ad campaign called “Get Closer to the Action” from the Cummins&Partners creative team, Chris Ellis and Aaron Lipson. It was made up of the winning single ad, “Ball of Fire”, plus two additional ads also utilising the nano microphone audio, one on a tennis racquet string and another on a player’s foot in the ads “Slide” and “Strings”.
Chris Ellis and Aaron Lipson from Cummins&Partners said: “We love radio – compared to other mediums you can literally do anything. It’s easy to say ‘we’re broadcasting live from the lunar surface’, a lot harder to shoot. Hopefully this will help us get more of our other clients to add radio to our upcoming briefs.”
The ads used the audio to encourage fans to get even closer to the action and buy tickets to the tennis and contributed to a record crowd of nearly 704,000 attending the tournament.
Joan Warner chief executive officer of Commercial Radio Australia (CRA) said: “It’s fantastic to see agencies creatively capturing audio for radio ads and highlighting the ability of radio to get close and intimate with the listener.”
Four ads were awarded highly commended in the single category. Both “Slide” and “Strings” from the Chris Ellis and Aaron Lipson at Cummins&Partners from the winning Australian Open Tennis campaign. Plus “Men Like Us Like Valentines” for Bundaberg Rum by Scott Huebscher from Leo Burnett Sydney and the ad “Octagon” for Brownes Chill Double Espresso by Kurt Beaudoin from ad agency Meerkats.
Highly commended in the campaign category was a Tiger Air campaign by David Ponce de Leon and Alex Wadelton from McCann called “Infrequent Flyers Club”; the Marketforce campaign for The Muresk Institute called “Agricultural Innovations” by Guy Hamilton Howlett & Neil Martin and the Brownes Chill Double Esperesso campaign called “Ridciulously Full Flavoured” by Kurt Beaudoin from the agency Meerkats.
Four ads were awarded highly commended in the craft category; “Slide” and “Strings” from the Australian Open Tennis winning campaign by Paul Le Couteur from Flagstaff Studio; “Men Like Us Like Valentines” for Bundaberg Rum from Song Zu and sound engineer Abby Sie and “Faulty Boom Gates” for RAC from Brainestorm and sound engineer Nick Gallagher.
The Gold Siren winner will be announced in May and receives a trip to Cannes to the Cannes Radio Lions, and two tickets to attend the festival. The client of the winning 2015 Gold Siren Award also wins a ticket to Cannes. Silver Sirens are awarded in each of the three categories: single, campaign and craft. The winners are decided by a panel of industry experts, made up of creative directors from leading ad agencies, known as the Siren Creative Council. There is also a client-voted award, a $5000 cash prize, awarded to the writers of the ad voted the best, by a panel of clients.
Listen to the Round 5 winning ads here.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.