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Best radio advertisement

All this year’s entrants to the best radio advertisement category left judges thrilled by the brilliance of their work.

Recognising the very best work that stood out on UK radio in 2004, one agency dominated a very high quality field. All five shortlisted entries used the spoken word in a witty, creative and imaginative way, commanding the attention of the listener while achieving the client’s marketing objective.

A grand slam for Radioville’s work for Nationwide Building Society is crowned with its Loans – ‘Window’ piece. The winning radio ad used Little Britain stars Matt Lucas and David Walliams to promote Nationwide’s Proud To Be Different message on mutuality. The work moved one judge to comment that this piece was one of the best radio commercials ever, standing head and shoulders above quality opposition.

Radioville’s Car Insurance – ‘Button’ ad, again for Nationwide, takes second place. The lively piece uses Lucas and Walliams to comic effect to portray the client as an antidote to greedy financial services providers and an oasis of simplicity and fairness.

A clean sweep for Radioville is completed with its Savings – ‘Speak Now’ piece, again for Nationwide. The ad again used the comedy duo to distil a simple, distinctive, resonating message. Radioville managed to convey the benefits of a mutual society to people who are cynical about financial services in a way that rewarded the listener.

Shortlisted
Radioville,
Nationwide BS,
Mortgages –
‘Types’
Saatchi & Saatchi,
Royal Bank of Scotland,
Pigeon

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