Clemenger BBDO Melbourne’s radio ad for Maltesers lightens up the ‘70s classic cult horror movie, Texas Chain Massacre.
This is the script (or listen to the ad here):
MVO: When a group of friends pick up a hitchhiker in Texas
Man: Where ya headed?
MVO: they get to meet the whole family.
Man: Come on in!
MVO: This Summer, comes the heart warming story of five college students
Man: Whoa!
Woman: Nice mask!
MVO: One chainsaw expert,
SFX: chainsaw
MVO: And a family that loves to cure their own meat.
Woman: Mmmm, that’s an unusual flavour
MVO: Together they’ll learn that best friends are forever….
Man: Where do ya think you’re goin’?
MVO: …and ever.
MVO: Lighten up your movie with Maltesers.
SFX: chainsaw
The Siren judges found the ad by creatives, Elle Bullen and James Orr (pictured with Tom Gleeson in centre, above), “innovative creative, attracted listener attention, was engaging and drew in the audience.” So much so, that they awarded is the 2016 Gold Siren award for the best radio ad of the year and gave it the Silver Siren in the Single category.
Clemenger and Maltesers receive automatic entry to the Cannes Advertising Lions Festival in June, plus accommodation, airfares and delegate passes to attend the event.
Ralph van Dijk from Eadrum and Paul Le Couteur of Flagstaff Studios took out the Silver Siren in Craft for Texas Chainsaw Massacre. The craft category recognises the quality of the ad production and takes into account the acting performance, the skilful use of music and sound design.
The Silver Siren for campaign (minimum of three ads in a series) was won by Sydney agency, BMF, for ALDI Australia’s, Liquor Translator. Each of the three ads feature a brewer, winemaker or distiller from a different country and a deadpan, insensitive trilingual translator who uses cultural stereotypes and mistranslates.
The Siren $5,000 Client Award, judged by an industry panel of clients rather than the Siren Creative Council, is chosen from the five overall 2016 round winners and was won by one of the three ads in the BMF ALDI liquor campaign, El Toro Macho.
Joan Warner, chief executive officer of Commercial Radio Australia commented, “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.”
2016 Siren Award winners are:
GOLD:
COMMERCIAL TITLE: Texas Chainsaw Massacre
BRAND: Maltesers
ADVERTISING AGENCY: Clemenger BBDO Melbourne
CREATIVES: Elle Bullen & James Orr
CREATIVE DIRECTOR: Evan Roberts
SILVER:
Radio Single
COMMERCIAL TITLE: Texas Chainsaw Massacre
BRAND: Maltesers
ADVERTISING AGENCY: Clemenger BBDO 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
CREATIVE DIRECTOR: Evan Roberts (Clemenger BBDO)
SILVER:
Radio Campaign
CAMPAIGN TITLE: Liquor Translator
BRAND: ALDI Australia
ADVERTISING AGENCY: BMF 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 Sydney
CREATIVES: Cam Blackley, Alex Derwin, David Fraser & Dantie Van Der Merwe
CREATIVE DIRECTORS: Cam Blackley & Alex Derwin
