The Monkeys Win Round Two Of Sirens With 150-Word Radio Ad For Ice Break

The Monkeys Win Round Two Of Sirens With 150-Word Radio Ad For Ice Break
SHARE
THIS



The Monkeys has won Round two of the 2018 Siren Awards taking out the single category and overall win with an ad for Ice Break Iced Coffee.

The fast-talking ad titled “Travis Auctioneer” by creative Grant Rutherford, breaks with convention by cramming 150 words into a 30-second radio spot.  The script focuses on a professional auctioneer who needs to start the day strong with an extra shot iced coffee.

“Anyone that’s written a radio ad knows that expecting 150 words to fit into 30 seconds is truly ridiculous, but it worked,” Rutherford said. “It’s amazing how much rapid-fire information the ears can take in and the brain can still process.”

The winners of the campaign category were J. Walter Thompson creatives Tim Newton and Wilora Keeley, with three hard-hitting ads for the WA Police Union in support of a 1.5 per cent pay rise for police officers.  The campaign, titled “How Much To…?”, uses real-life scenarios to pose confronting questions about how much money it would take to encourage the average person to do the job faced by police.

The craft winner for round two was an ad called “Soothers Soothes the State v State Sore Throat” for Soothers Throat Lozenge by production company Eardrum and sound studio Song Zu.

Joan Warner, CEO of Commercial Radio Australia, said the Siren Awards highlighted the diverse ways radio can be used to make an impact.  “The winning ads have all displayed a high level of creativity in how they have used radio to achieve very different emotional responses,” she said.

Ten other ads entered into round two were Highly Commended by judges.  Three were in the single category: a second ad for Ice Break, titled the “Disclaimer Guy”, also by Rutherford; “Hitting the Sales – Insolvent Rugs” by Christie Luxton from Clemenger BBDO Brisbane for BCF Boating Camping Fishing and “Hotel” by Joe Hawkins and Neil Martin from Marketforce for Lotterywest.

Highly commended in the campaign category were Nick Cole and Pat Allenby from Y&R Sydney for the ad “Less Talk, More Eat” for Menulog; Will Edwards and Chris Badger from J. Walter Thompson for “Home Loans” for HSBC; and Christie Luxton from Clemenger BBDO Brisbane for “Hitting the Sales – Insolvent Rugs, Towel Town and Storage Celebrations” for BCF Boating Camping Fishing.

Four ads were Highly Commended in the craft category.  Production company Eardrum and sound engineer Paul Taylor from Sound Reservoir were Highly Commended for three ads for HSBC Home Loans – “White Wedding”, “Career Change” and “Unexpected Pregnancy” for HSBC.  Carl Step and Zachary Taylor from The Studio at SCA were also Highly Commended for “42nd Street is in Town” for the Western Australian Academy of Performing Arts.

The Siren Awards, run by Commercial Radio Australia, celebrate the best in radio advertising and are judged over five rounds throughout the year by a panel of industry experts, made up of creative directors from leading ad agencies, known as the Siren Creative Council.

The 2018 Gold Siren winner will be announced in May 2018 and wins a trip to the Cannes Lions International Festival of Creativity.  The client of the winning 2018 Gold Siren Award also wins a ticket to Cannes.  Silver Sirens are awarded in each of the three categories: single, campaign and craft.  There is also a client-voted award, a $5000 cash prize, presented to the writers of the ad voted the best, by a panel of clients.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine