GORILLA WINS ROUND ONE OF '09 SIRENS
A commercial for Viewsonic, which rose to the challenge of a brief to “create a radio ad demonstrating superior picture quality" has won the overall and single categories for round one of the 2009 Siren Awards. Written by Thomas Duncan-Watt (left) from agency Gorilla Communications, Sydney, the spot called 'Amazon' describes the picture quality of Viewsonic’s LCD monitors.
Judge and previous round winner, Josh Bryer from agency Mark in Sydney said the ad was a clear winner: “A great and simple idea, beautifully crafted, with excellent sound engineering. And a brilliant answer to a very tough brief."
Duncan-Watt said the challenge of the brief was also his inspiration: “I feel like it is the kind of radio ad that you can listen to several times and always hear something new. The level of detail and effort that went into the production is really evident in that way. Then again, for a machine that can produce more colours than a television screen, what better medium than radio?"
There were two highly commended entries in the single category. They were both written by Ryan Albuino and Andrew Chu from Marketforce,Perth for Lotterywest and were called 'More Words – Weatherman' and 'More Words – Pilot'. These two ads were also part of a campaign of three ads that won the campaign category.
Josh Bryer said about the campaign winner: “More Words is a clever and engaging idea, bought to life in three significantly different ways – all with good audio craftsmanship behind them."
Highly commended in the campaign category was a spot called 'Find Your Animal' for Perth Zoo, written by Kurt Beaudoin and Josh Edge, from agency, The Brand Agency, Perth.
Winner of the craft category was 'Flying Knee' for the Epworth Foundation with sound engineer, James Ashton from production studio, Risk Sound in Melbourne.
The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. The awards promote the importance of creativity as a way to make radio advertising more effective. Entries for round 2 for 2009 are now open and close on August 1. For more information visit the dedicated website www.sirenawards.com.au.
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Congratulations. Nice ad.
More great results for radio from Perth. With 303 getting a finalist at Cannes and in-book at D&AD and now Marketforce and Brand appearing in the Sirens. Seems the boom is not just in the resources sector Well done to all.
Stop plugging your own stuff, people. It's getting very old.
I've listened to AMAZON 3 times now and I still don't get it. Am I missing something brilliant or is it just jungle noises amplified??
Hi 9:14, I can guarantee the first comment came from someone who had nothing to do with the ad. Just someone who is sick of all the snide rubbish that goes on here. If I wanted to be negative, I would have highlighted the almost non-existent branding and asked 'what the hell was all that crap at the end?' But at the end of the day, it's a nice radio ad and the guys responsible should at the very least have a few moments in the sun. It's not the kind of ad that's going to win the gold Siren at the end of the year, but from what we've heard at Cannes recently and considering the kinds of ads that normally get up there, I'd spend the required Euros to enter it. It's simple, it has an idea, and it is conveyed nicely. Surely worthy of a finalist at the very least.
You're missing a lot, 9:25.
The jungle noises are actually "red, red, red" "black, black" "green, green" etc.
Get it?
I agree with 9.25. I've listened a few times now and it still doesn't make sense even knowing what the animals are saying.
Sorry, i didn't get it either.
Bud...weis...er....
If you thought the single winner was confusing, listen to the campaign winner. It's clearly a press idea recorded on radio and a complete rip-off of the great Stanley Unwin http://www.youtube.com/watch?v=8T-AYKo_ygk
Thanks 10:09, for helping all those including myself who didn't get it on a first hearing.
This reveals a serious flaw in the commercial: if adwankers like us who are giving the spot our full attention as we sit quietly at our computers don't hear the idea, what hope have the punters got as the radio forms background wallpaper while they drive in city traffic, go about their domestic chores etc etc.
Was there only one judge? If so not much of an award.
Someone better tell Justin Carew there's a new, younger version of him in advertising.
i really liked the ad, was a nice idea and clear enough to understand
Simple? The idea is too buried. I couldn't work it out.
12:18 is right. If we can't get it then the punters will be even more baffled.
Sorry Gorilla you failed. The reason you won is because the other entrants were probably even more diabolical and they liked the sound engineering.
And yes, animals making noises that double as words. That ain't original.
Stick to brochures.
Meh, I've heard (and certainly done worse) but if that RACV spot can do so well in Cannes then clearly I have no idea what the hell I'm talking about, because that RACV ad wasn't even less special.
Wha?
RACV spot is cool.
L E A V E
B R I T A N Y
A L O N E ! ! ! !
I was disappointed there weren't any 'ultrasonic frequencies' in this round of ads. I really wanted to howl at the moon.
No, no, no everyone! It's "natural colour", and the noises come from nature.
Get it now? It's brilliant, right?
RACV ad was never briefed in by client.....go on ask them to comment on it.....
Just downloaded it. Love it.
I'm jealous.
I'm also appalled at some of the anonymous sniping on this blog. Are your lives really that empty and sad? Get outside and enjoy life.
7:55 has no idea what they're talking about.
what a great radio ad. fuck all you losers.
yes, that's the word for people who DIDN'T WIN.
Wow. Someone's setting themselves up for a very large fall.
It's a great and interesting ad.
I'm confused as to why all you, "adwankers" as you call yourselves, cannot be supportive of your fellow advertising comrades winning awards? Advertising can be a tough industry and it’s a most rewarding sensation when you are recognised for your talent.
A big congratulations to you Tom!!