An ad for Vic Roads, which uses humor to promote custom made number plates, has won the overall and single categories for round two of the 2009 Siren Awards. Written by Neil Mallet from agency, Marmalade in Melbourne, the ad is called “6 Foot Blonde”.

Judge and previous round winner, Thomas Duncan-Watt from agency Gorilla Communications, Sydney said the ad was funny: “In this age of Facebook, MySpace, customised ring tones and every kind of way to force your personality on other people, the idea that 'the real you' isn't always



An ad for Vic Roads, which uses humor to promote custom made number plates, has won the overall and single categories for round two of the 2009 Siren Awards. Written by Neil Mallet from agency, Marmalade in Melbourne, the ad is called “6 Foot Blonde”.

Judge and previous round winner, Thomas Duncan-Watt from agency Gorilla Communications, Sydney said the ad was funny: “In this age of Facebook, MySpace, customised ring tones and every kind of way to force your personality on other people, the idea that 'the real you' isn't always fit for public consumption was not only totally refreshing, but downright funny.”

Mr Mallet said the ad was unique for its simplicity. “Remembering the environment in which the
spot will be heard. It is a world of wall to wall sound - which is most important when creating an effective radio commercial.”

There were two highly commended entries in the single category. They included another ad for Vic Roads by Neil Mallet called “Amun Ra” as well as an ad called “Drink and Dial” for Thirsty Camel, written by Matthew Ellis and Andrew Panozzo from agency, Twenty20 in Melbourne.

Winner of the campaign category was “Never Leave” for Ford Falcon Ute. Writers were Carly Williams and James Orr from agency, JWT in Melbourne.

Judge, Thomas Duncan-Watt from agency, Gorilla Communications said about the campaign winner: “In the campaign category, there were some excellent contenders, but Ford Ute stood out, not only because it contains a great new thought for a challenging brief, but each spot was as good as the next. The voices sound authentic and 'live', which is still a refreshing break from the over-produced sound of most radio voice-overs. Most importantly though, it’s bloody funny.”

There were two highly commended ads in the campaign category. They were “UBD Traffic Chopper” for UBD Street Directory, written by Jim McKeown, from agency, DDB in Melbourne. And “Small Market/ Professor/ Small Market Support” for Commercial Radio Australia, written by Ralph van Dijk from agency, Eardrum in Sydney.

Winner of the craft category was “Everything” for RAC Insurance, produced by sound engineer, Ross Batten from production studio, The Cutting Edge. Dale Simmonds and Craig Buchanan were the creative directors for the ad.

There were two highly commended ads in the craft category. They included an ad for International Sports Clothing, called “My Conscious”. The ad was produced by sound engineer, Glen Styles from Radio Network Austereo in Sydney. Glen was also the creative director with Kade Robinson.
The other highly commended ad in the craft category was an ad called “Paintball - Bring Out Your Wicked Side” for Paintball Games. It was produced by sound engineer, David Hinchley from DMG Radio Australia in Melbourne. Creative director was Paul Varrasso.

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 3 for 2009 are now open and close on October 17. For more information visit the dedicated website www.sirenawards.com.au.