Creative duo take home Radio Award Posted on

Creative team James Millers and Andy Long have been awarded the June Aerial Award for their work with Persil. The Aerial Awards are a monthly celebration of the Best of British Radio Advertising and the people who make it happen, with judging carried out by some of advertising’s most respected figures. 

JUNE Winning ad: Persil ‘Future Jobs – Perfumer’

Gerry Human, Ogilvy & Mather London: When you listen to this month’s winner, you might think I’ve chosen a sticker. But hang in there. Although it starts off like a cheesy perfume ad, complete with husky voice and spa-style ambient music, the narrative takes a surprising twist, revealing that it’s actually for Persil (“Dirt is good”). It’s a great example of a well-crafted misdirect – a handy radio technique because, of course, you can’t see what’s coming. The actor’s performance is first-rate. She adds just the right amount of irony to the set-up and delivers the twist perfectly. The spot is well-thought-through and perfectly executed. That’s why it’s a winner for me.  

My three golden rules for a great radio ad

  •  Have an open mind. I interfere as little as possible – especially in the beginning. I prefer to keep things loose and try a few test scripts. Experimenting on radio is relatively inexpensive. We always get a better result when we start with an open mind.
  •  Don’t try too hard. There are brilliant studios, engineers and actors in London so, when you have a great idea, work with the best talent and let them get on with it. People are used to irritating and overproduced ads shouting at them, so simple ideas work best.
  • Don’t be in a hurry. Most radio ads try to squash in as much as possible. The best ones strip it all out and make a single point. Just like any other medium, I guess.

Title: Future jobs – perfumer
Client: Persil
Agency: DLKW Lowe
Writers: Andrew Long, James Millers
Producer: Camille Hanish-Oakes
Post-production: Grand Central Recording Studio –
Sound engineer: Ben Leeves
Voiceover artists: Abigail Leeves, Vinette Robinson

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