A galaxy of stars/people with faces for radio gathered at Atico Cocina in Auckland yesterday to listen to the year’s best radio ads. And, like last year, when Murray Watt from DraftFCB took both the Grande Orca and the people’s choice awards, and the year before that, Publicis Mojo’s Hadleigh Sinclair and Jack Delmonte walked away with both prizes, a giant cheque and a trip to the Cannes Lions for a very funny Subway campaign that detailed fat-related afflictions such as double chins, cankles and bingo wings.
Judges Josh Lancaster, Jamie Hitchcock, Philip Andrew, James Mok, Anne Boothroyd and Regan Grafton said: “Standout radio. Great script, great writing and clever production”; “I love this campaign, beautifully written”; “Simply f*cking funny!” and “Relentless gags and … a brave, honest approach from someone like Subway – talking to fatties about being fat, something much closer to their hearts perhaps than health and wellbeing.”
The campaign was also a landslide choice for the 600-ish folk who voted for the People’s Choice Award.
As double winners, they walk away with $1,000 cash, trophies galore and a trip to the south of France to see their work showcased at the Cannes Radio Lions.
And as the winning client, Subway wins a radio schedule to the ratecard value of $50,000.
Here’s what the creators had to say when they won the December round:
How did you come up with the idea that won this month’s ORCA?
Hadleigh and I recently joined a gym. As you’d expect at a gym there are a lot of really buff dudes (and chicks). But there’s also a fair share of overweight people. Watching these people on the machines is nothing short of fascinating. We just wrote what we saw.
What is your approach to writing a great radio commercial?
Have fun with it. Always try on the inappropriate before the appropriate. Write stuff that makes you laugh and chances are if you’re not a complete weirdo, it will make others do the same. Theatre of the mind is a wonderful thing. We always try and write ads that put pictures in people’s heads.
What makes a great radio ad for you?
Tell me a story, or make me laugh. Cut through the clutter of everything else that’s on.
Any pet peeves when it comes to radio commercials?
Legal lines. The clients asking you if you can some how get the brand name in there 12 more times can be rather annoying. Ads that yell at me. Don’t yell at me.