The Brand Agency, Perth wins round 2 of 2010 Siren Awards with ‘SOS’ spot for RAC

A radio commercial for RAC Roadside Assistance, called ‘SOS’, has won the overall and single categories for round two of the 2010 Siren Awards. Written by Des Hameister (left), from The Brand Agency, Perth, the spot uses humour to promote the benefits of roadside assistance, by sending an SOS message with a car horn.

Judge and previous round winners, Nigel Clark and Adrian Ely from agency US Sydney, said about the winning spot: “Roadside Assistance won because the execution works really well in radio, is relevant to the product and has good comic timing. Basically, it made us laugh, which is good.”

Highly commended in the single category was a spot called ‘NoiseCancelling Headphones’ for The Bose Store, which was written by RyanYip from Austereo in Perth.

Winner of the campaign category wasan ad for Greenbank RSL called ‘Anger Mismanagement’. The commercial,written by Cindy Donato, from DMG Radio Australia in Brisbane, aims tomake the Greenbank RSL relevant to the 18-39 year old demographic.

Highlycommended in the campaign category was ‘Feel Free to Laugh’ for TENA,written by Julian Schreiber and Tom Martinis from Clemenger BBDO,Melbourne.

Winner of the craft category was a spot for theSunday Times City 2 Surf, called ‘Beach Run’, with sound engineers,Simon Hills-Johnes and Paul Taylor from production studio, Eardrum inSydney.

Previous round winner and judge, Barry Stewart fromproduction studio, Sound Reservoir in Sydney said of the winningspot:”I marveled at the way I could hear the actors diaphragmtightening at each foot step. Making it a very convincing recording ofsomeone running. This is seldom achieved in the studio environment.  Sofor me it was the talent direction and execution that stood out.”

Highly commended in the craft category was another ad for the Sunday Times City 2 Surf called ‘Morning Run’.

Thenational Siren Awards are run by Commercial Radio Australia and aredesigned to recognise the best radio advertising in the country. Entries for round three for 2010 are now open and close on 16 October.For more information visit the dedicated website www.sirenawards.com.au.