Clemenger BBDO’s ad for Maltesers has won the 2016 Gold Siren Award for the best radio ad of the year.
The ad titled 'Texas Chainsaw Massacre' by creatives Elle Bullen and James Orr (pictured below), took out the Gold overall win, plus the Silver Siren for the single category.
The ad concept, “Lighten up your movie with Maltesers” gives the 1970’s horror classic a family makeover, showing a bag of Maltesers can lighten up even one of the scariest movies of all time.
The Gold Siren winners and their client Maltesers receive automatic entry for the winning ad into the Cannes Advertising Lions Festival in June.
Commercial Radio Australia CEO Joan Warner says: “Humour in radio ads can gain so much cut through on radio. All the winning ads combine excellent writing, clever craft, plus comic timing and are deserving winners of this year’s Siren Awards.”
Multiple Siren winners Ralph van Dijk from Eadrum and Paul Le Couteur of Flagstaff Studios took out the Silver Siren in the craft category for production of the Gold Siren winning ad “Texas Chainsaw Massacre”.
The Silver Siren for campaign was won by Sydney agency BMF for the Aldi Australia series of ads 'Liquor Translator'.
BMF creative team Cam Blackley, Alex Derwin, David Fraser and Dantie Van Der Merwe produced three humorous ads featuring a brewer, winemaker or distiller from a different country and a trilingual translator that uses cultural stereotypes and mistranslates.
See the full list of 2016 Siren winners here:
GOLD
COMMERCIAL TITLE: Texas Chainsaw Massacre
BRAND: Maltesers
ADVERTISING AGENCY: Clemenger BBDO
CITY: Melbourne
CREATIVES: Elle Bullen & James Orr
CREATIVE DIRECTOR: Evan Roberts
SILVER
Radio Single
COMMERCIAL TITLE: Texas Chainsaw Massacre
BRAND: Maltesers
ADVERTISING AGENCY: Clemenger BBDO
CITY: Melbourne
CREATIVES: Elle Bullen & James Orr
CREATIVE DIRECTOR: Evan Roberts
SILVER
Radio Craft
COMMERCIAL TITLE: Texas Chainsaw Massacre
BRAND: Maltesers
PRODUCTION COMPANY: Eardrum, Sydney
DIRECTOR: Ralph van Dijk (Eardrum)
CASTING: Earcasting
SOUND STUDIO: Flagstaff Studios, Melbourne
SOUND ENGINEER: Paul Le Couteur (Flagstaff Studios)
ADVERTISING AGENCY: Clemenger BBDO Melbourne
CITY: Melbourne/Sydney
CREATIVE DIRECTOR: Evan Roberts (Clemenger BBDO)
SILVER
Radio Campaign
CAMPAIGN TITLE: Liquor Translator
BRAND: ALDI Australia
ADVERTISING AGENCY: BMF
CITY: Sydney
CREATIVES: Cam Blackley, Alex Derwin, David Fraser & Dantie Van Der Merwe
CREATIVE DIRECTOR: Cam Blackley & Alex Derwin
CLIENT AWARD
Radio Single
COMMERCIAL TITLE: El Toro Macho
BRAND: ALDI Australia
ADVERTISING AGENCY: BMF
CITY: Sydney
CREATIVES: Cam Blackley, Alex Derwin, David Fraser & Dantie Van Der Merwe
CREATIVE DIRECTORS: Cam Blackley & Alex Derwin
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