Deloitte Digital has won round one of the 2022 Siren Awards for an engaging radio ad for Suzuki Australia describing a Suzuki car as “the most fun you can have on two wheels…doubled.”
The ‘Motorbike of Cars’ ad, created by Charles Baylis (left) and Matt Lawson (right), asks listeners to imagine the car as two motorbikes “stuck together with couches”.
“Radio is all about the theatre of the mind. We allowed an audience to experience an impossibly fun mode of transport and drive it around that theatre, legally,” the creators said.
The Sirens Council selected the ad as the best single ad and overall winner of the round.
Innocean Australia won the campaign category for ‘No Ugly Sleep Lullabies’ for wellness tonic brand No Ugly Sleep. The campaign was written by Damon Porter and Wassim Kanaan.
Colin Simkins from Gusto Studios won the craft category for ‘Aussie Broadband – Average vs Bloody Good’ for Aussie Broadband.
The Siren Awards are run by Commercial Radio Australia to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year plus a final call round.
“The winning ads have displayed a high level of creativity in how they have used audio to engage the listener and produce an emotional response,” said Joan Warner, chief executive officer of CRA.
Two ads were highly commended in the single ad category. NOVA Entertainment creative Ben A Davies was recognised for the commercial ‘Drink Driving. All Bad’ for the Department of Transport and Main Roads.
Josh Parmenter and Cale Berry from Thinkerbell were highly commended for ‘BINGE Brain Burger – Freshest Ingredients’ for BINGE & Grill’d.
The campaign ‘Do Life’ for Stillwell Hyundai by Darren Russel and Eddie Bye from NOVA Entertainment was highly commended in the campaign category, alongside ‘Celebrate 2021’ for Thirsty Camel Bottleshops, by Leah Grinter from Brindle Marketing.
Three entries were highly commended in the craft category: ‘The Sound of the Law remixed’ for APRA AMCOS/OneMusic by Anthony Aston; ‘Medibank LARP’ for Medibank by James Martell from Squeak E. Clean Studios; and ‘I Don’t Like Beer Anymore’ for Canadian Club by Glen Styles from The Studio at SCA.
Winning entrees from each round are entered into the 2022 Gold Siren Awards, with the winner to be announced in May 2022. Round 2 of the 2022 Siren Awards is now open, with entries closing on 3 July.
Listen to the Round 1 winning ads here.