Creativity 4 January 2021

Radio ad of the year winner announced

We shortlisted the top 10 radio ads from 2020 and you chose your favourite… the hilarious Marmite ‘mind control’ campaign. Listen to the winner and the other ads below.

 

  1. Waitrose – When Waitrose ended their long standing partnership with Ocado, they released a comical reminder to their loyal quinoa, smoked salmon, avocado-loving customers.
    Adam & Eve, Manning Gottleib OMD

  2. Morrisons – Queuing up for our weekly supermarket trips may seem a lifetime ago now, but this ad from Morrisons spoke to the nation in a confident and assured way, during a confusing and stressful time.
    Publicis Poke

  3. Walkers – Many brands turned to radio this festive season to expand their reach, but Walkers were the catchiest of them all. With their sausage roll themed carols for their festive flavoured crisps, we will never hear ‘Deck the Halls’ the same way again.
    ELVIS

  4. Just Eat – How do you improve an already strong audio identity? You get iconic rapper Snoop Dogg to remix it! Just Eat’s famous slogan has definitely stuck in listener’s heads and placed their brand front and centre. Did somebody say…?
    McCann London

  5. Radiocentre – Continuing with our Welcome to Radio campaign from last year, we launched new ads to remind advertisers why radio is a great medium, even during a time of social distancing.
    Eardrum

  6. Government Coronavirus campaign – Mark Strong provided a trusted voice to the Government’s clear messages, which used radio to help the nation understand the changing rules and regulations throughout the pandemic.
    MullenLowe Group UK

  7. Disney+ – With many of us consuming much more entertainment than normal in 2020, it’s fair to say Disney+ launched at the right time back in March. Disney have used radio to promote their new VOD platform, with its mix of classic content and original content. 
    In-house

  8. Compare the Market – The meerkats have well and truly become part of British culture and we don’t get bored of hearing from Aleksandr, Sergei and co. This campaign perfectly tapped into the tune of the nation during lockdown. 
    VCCP

  9. McDonald’s – A regular user of radio advertising, McDonald’s really know how to utilise the medium to their advantage. Their ads put a smile on your face, or a tear in your eye, using audio perfectly to add an element of surprise. 
    Leo Burnett

  10. Marmite – This ad really shows how creative you can be with radio, the element of surprise is hilarious and ties in with Marmite’s mind control TV campaign and their famous Love it or Hate it tagline.
    Adam & Eve DDB

     

Radiocentre has partnered with Campaign to launch the Audio Ad of the Year Award 2022. Enter for free now.