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Best TV advertisement

Drawn from 17 entries, this year’s winning and shortlisted work in the Best TV advertisement category constitutes the very best financial services advertisements seen on UK television in 2004.

All the top five showed imagination and a fresh approach in the marketing of financial services products direct to the consumer.

This year’s best TV advertisement award goes to WCRS for its ISA Campaign work for Prudential which used a simple poem to dramatise how frustrated people feel about financial gobbledegook. Achieving recognition scores with consumers of 68 per cent, the ad stood out from the herd and was praised by the judges for its rare wit, style and quality of execution.

Designed to alert people to the dangers of not sorting out their financial future
Abbott Mead Vickers BBDO’s ad for Norwich Union dramatised the every day excuses people use in order to avoid financial decision making. Rather than showing the traditional rose-tinted view of a carefree retirement, the work confronted the consumer with the reality of old age by showing the ageing process in a short advertisement.

Built around a family day out motoring, cchm:ping’s Car Insurance Brand TV Campaign for More Th>n developed the theme of the Lucky dog icon so he inadvertently causes a situation that is ultimately resolved through a “more than
Lucky” moment.

Shortlist
cchm:ping, More Th>n,
Home Insurance Brand TV Campaign
TEQUILALondon – PruHealth –
The PruHealth Launch TV

Sponsored by Polhill Communications

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