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Best consumer press advertisement

Attracting over 40 entries, this category rewards the talented agencies that created the most memorable and effective consumer press advertisements of 2004.

Judges were impressed with the overall quality of this year’s entries but felt the four advertisements that made the shortlist showed exceptional wit and skill of execution.

cchm:ping,’s advertisement for Jump, the savings fund for children from Witan, uses poet Philip Larkin to portray the real-life conflict between parents and children to illustrate the love and sacrifice that binds families. Succinct and impactful, the ad created a consumer response beyond the client’s expectations.

Harrison Troughton Wunderman’s Get a Regular Income ad was designed to motivate the over-50s to make up a shortfall in retirement with an M&G Investments income fund. Visuals of Mr MicAwber and powdered egg resonated with the target audience helping, as part of the overall campaign, to reinforce and build the overall brand.

Abbott Mead Vickers BBDO’s Norwich Union consumer press work focused on the core message of challenging the viewer to consider the realities of ageing and the dangers of failing to plan for retirement. The ad impressed judges with its simple message, which sought to raise the issue with the consumer without pushing a product.

Shortlist
Saatchi and Saatchi, The Royal Bank of Scotland,
Rugby Six Nations – Try/Try Harder
The Bridge, Abbey for Intermediaries,
Cater Allen Private Bank –
On Hold ad

Sponsored by Employee Benefits Magazine

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