Grey, DDB win Bronze Radio Lions

In a competition defined by excellent writing and superb technical craftsmanship, Canada has won two Bronze Radio Lions.

Grey Canada won for Special Olypmics Canada’s “Chuck,” wherein the titular character describes his experiences as a special Olympian while his voice transitions from “normal” to one slowed by Down Syndrome.

The ad, which was also a recent One Show contender, was one of Grey’s two shortlisted entries for Special Olympics Canada, the other being “Monique.”

“People felt the transition worked better [in Chuck] so they moved it forward to Bronze,” said Paul Little, Canadian radio jurist and soon-to-be co-creative director at Sid Lee.

DDB‘s Toronto office won for its “Condition” ad for Subaru Canada, which mournfully describes a Subaru driver who “comes too fast,” arriving early for everything thanks to his zippy WRX. The concept is presented as a send-up of medical fundraising ads.

“People liked it, but I think most [jurists] just took it at face value,” said Little, of the jury’s discussion of the work.

Little said the ad was strong enough to overcome some jurists’ reservations that the ad was too reliant on puns, something that hampered many ads in contention for medals. Consensus among the jury was that the best work had more than great writing. Gold winners also demonstrated excellent production and craft. It was not enough to simply have a good joke.

However, Eugene Cheong, jury president from Ogilvy & Mather Asia Pacific, did not want writing to be downplayed as an element of good advertising. He lamented what he saw as its global decline in the face of fast-produced social media. “We need to promote writing again,” he said.

“If you had a simple idea that was well-produced… nice but light… it was likely going to be a Bronze,” said Little, himself a copywriter. “The stuff that won always had a lot of craft and care put into it. It had to be really well thought out, not banged out in an afternoon.”

The Radio Grand Prix went to a campaign for Mercedes-Benz from South Africa’s Net#Work BBDO. Three spots describe the unfortunate relationships a man has with people he’s been in car accidents with.

Each stalker-like new relationship could have been avoided, the ads say, with Mercedes-Benz’ various safety features.

“It’s an idea that’s come in from left field,” Cheong sad. “Many times, we heard ideas that were really straight forward and direct, but we felt that this was really post-modern from such a different angle.

“Its very well written and produced, and it’s very odd,” said Little. “It has a dark humour to it.”

Work from a variety of South African agencies dominated the winners’ list. For the second consecutive year, the country submitted more radio work than any other. Net#Work BBDO topped the nation’s contributions with two other gold winners and a silver.

After a boost in radio entries last year (82), Canadian agencies dropped back down to historical levels with 62 ads in contention in 2011.

Little said he was a bit surprised by Canada’s apparent lack of interest in the competition, but understands the medium’s prevalence in smaller, less affluent markets where it offers a more affordable option and is “perhaps a bit more relevant” to consumers.