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Mother claim 'Most Creative Radio Ad' for their Boots Christmas spot

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The 'Radio Advertising Bureau' has recently announced the results of their 'RadioGauge' from the latter half of 2013. The RAB's bespoke tool tests campaigns throughout the year against 11 statements which match the 5 'creative Ls' which are 'integration', 'information', 'impression', 'identity' and involvement'. The ad chosen by the system was the Boots Christmas ad, which was created by Mother with a soundtrack by OMD. It was prised for included integrated musical cues, which linked it emotionally and thematically to the Boots TV ad. It beat ads by Leith for Drinkaware and VCCP for O2, which followed in 2nd and 3rd place respectively.

The ad was prised for included integrated musical cues which linked it emotionally and thematically to the Boots TV ad

Top 10 Radio ads for the second half of 2013

1. Boots (Mother) – Mother was able to build on the chemistry brand's previous 'Here Come the Girls' campaign by creating a radio campaign that fits perfectly alongside its TV counterpart. The TV campaign played on a message of 'paying back' friends and family members who had done a good deed. This was complimented by a string of great offers and strong musical cues.

2. Drinkaware (Leith) – With creative by Leith and media by Neo @ Ogilvy, the Drinkaware campaign sought to demonstrate how damaging alcohol can be to underage drinkers. It achieved this by using the striking audio of a revving chainsaw to underline that there are some things which should be left until adulthood!

3. O2 (VCCP) – The O2 'Be More Dog' campaign has been a huge success for the mobile phone provider, and the radio ads created by VCCP and Zenith Optimedia create a synergetic link between all media with the voice of Sean Bean and the personality of the 'O2 Cat'. The ads managed to tick all the boxes in the RAB's 'Turning Art into Science' research.

4. Walkers (Abbott Mead Vickers BBDO) – In this ad, Crisp giants Walkers (with the help of OMD and Abbott Mead Vickers BBDO) teamed up once again with their longstanding brand ambassador Gary Linekar. An instant association has developed with Linekar's voice and the Walkers brand and this ad really helped cut through with a clear, confident and light-hearted message.

5. Camelot (Abbott Mead Vickers BBDO) – The “I've got my ticket, don't want to miss it” campaign dominated the airwaves in November last year and used 'real people' instead of trained singers to sing a delightfully catchy tune which sought to demonstrate how anyone can play the Lotto.

6. EE (M&C Saatchi) – The EE Kevin Bacon ads have become something of a staple across the airwaves over the last year, and his recognisable voice has really helped communicate EE's message in a succinct and appealing manner.

7. Mr Kipling (JWT) – The soft, comforting and resolutely British voice of Claire Bowen has been used by Starcom MediatVest Group and JWT to really help promote the beloved confectionary brand as a quintessentially British institution.

8. Confused.com (Publicis) – Generally when a brand changes tack and shifts their creative tactics, the RadioGauge score tends to suffer. This has not been the case for Confused.com though, who have managed to make new mascot 'Brian the Robot' a household name in a little under a year.

9. EDF (Abbott Mead Vickers BBDO) – Another top ten placing for AMV BBDO and with media by Havas, the EDF ads use the classic Phil Oakley song 'Together in Electric Dreams' to create strong brand recognition. Once again proving how powerful a tool music can be in radio advertising.

10. Moneysupermarket.com (Mother) – The final entry on the top 10 also belongs to Mother, who managed to make the price comparison site stand out from the competition by using the tagline “You're so Moneysupermarket” to entice listeners.

 

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Official Radio Advertising Bureau Website
Official Mother London Website
Official Boots Website

Benjamin Hiorns is a freelance copywriter from Kidderminster with a face for radio. And now he can't get that blasted Lotto song out of his head!

 

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