The advertising agency behind Volkswagen has won round one of the 2014 radio campaign awards, the Siren Awards, with an ad for the brand’s Fatigue Detection Technology.
The industry award comes as the Volkswagen brand faces mounting consumer backlash over its lethargic reaction to concerns over reported issues with the direct-shift gearbox.
DDB Sydney’s Jim Curtis and Ryan Fitzgerald dominated the round with their ‘Road/Drive/Street’ campaign. To listen to the spot click here. The ‘Road’ spot also won the single category and was highly commended in the craft category.
The winning 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.”
Judge, Paul Le Couteur from Flagstaff Studios, said great writing and production made the campaign sing.
“This campaign really does use hypnotic technique to lull us into a place where we really get the point that fatigue is a major factor in road accidents. So why are we smiling?”
Volkswagen ordered a recall of its affected models and brands last week after a fortnight of pressure from consumers.
Consumer disgruntlement reached a new high after the Victorian coroner’s inquest into the death of a VW driver Melissa Ryan revealed her car appeared to slow suddenly. The coroner’s decision is not due until late in July and no mechanical fault has been found.
The winning radio spot is now in the running to win the Gold Siren for best radio ad of the year. Winners of the award will be announced in May 2014 with the winners to receive airfares, tickets, accommodation and automatic entry into Cannes Lions 2014.
The 2013 Gold Siren winner ‘Set Fire to Your Hair’ by McCann Melbourne is part of this year’s Cannes Lions with the winner to be announced early June 13. The ad formed part of Metro Trains’ ‘Dumb Way to Die’ which has already won places on shortlists including direct.
Round one craft category winner went to ‘Squirrel Monkey’, a spot created for Perth Zoo by Eardrum’s Ralph van Dijk and Sound Reservoir’s Paul Taylor.
The spot was also highly commended in the single category.
‘Burbs’ and ‘Enemies’ were highly commended in the campaign category.
‘Burbs’ is a Mother’s Day spot for the City of Perth and was created by Marketforce’s Alida Henson and Megan Riley.
BMF’s Piero Ruzzene and James Ross-Edwards created the ‘Enemies’ campaign for Lion Nathan.
The Siren Awards are run by Commercial Radio Australia.