An Aldi ad by BMF titled “El Toro Macho” has won round five overall and the single category in the 2016 Siren Awards. The ad features a liquor distiller from Spain speaking English and a culturally insensitive translator.
Creative team Cam Blackley, Alex Derwin, David Fraser and Dantie Van Der Merwe said they celebrated their win with a bottle of Aldi’s reasonably priced Rose and their inspiration for the ad was from their own experience.
“People here didn’t understand our accents for years. They still don’t. We didn’t want the makers of Aldi’s award winning imported liquor to suffer the same fate,” they said.
The round five winner of the campaign category was also won by BMF with the three ads in the Aldi campaign “Liquor Translator”. Each ad features a brewer, winemaker or distiller from a different country and the deadpan, insensitive trilingual translator uses cultural stereotypes and mistranslates.
The winner of the craft category was the ad “Windscreen Issues” from Sound Engineer, Ross Batten for client RACQ (Royal Automobile Club of Queensland). Sound studio RoscoAudio created the audio which features an opera singer reaching a note high enough to shatter a car windscreen which can be replaced RACQ AutoGlass.
“The last round in the 2016 Sirens features some very clever, simple and amusing radio ads. The quality of the entries throughout the competition is going to make it very hard for the judges to pick a winner this year,” said Joan Warner, chief executive officer of Commercial Radio Australia.
Highly Commended in the single category was another of the Aldi liquor ads, “Renberg Cider” from BMF. Also highly commended was a BMF ad “Hall of Names 2” for Sportsbet from creatives Cam Blackley, James Sexton and Gooch Richards.
Cummins & Partners also received a highly commended for the ad “Jingle” for Jeep from Chris Ellis and Aaron Lipson. The same ad, received a Highly Commended in the Craft Category for Flagstaff Studios Sound Engineer Paul Le Couteur.
Two ads were highly commended in the Campaign Category: Cummins & Partners “Wouldn’t you Rather Renegade” for Jeep from creatives Chris Ellis and Aaron Lipson and “Bet Live” for Sportsbet from BMF creatives Cam Blackley, James Sexton and Gooch Richards.
The Siren Awards, run by Commercial Radio Australia, celebrate the best in radio advertising and are judged over five rounds throughout the year by the Siren Creative Council, made up of a panel of creative directors from leading ad agencies.
The 2016 Gold Siren winner will be announced on 12 May 2016 in Melbourne, with the winner receiving a trip to the Cannes Lions International Festival of Creativity. The client of the winning 2016 Gold Siren Award also wins a ticket to Cannes.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]