(Originally published on StrategyOnline.ca, March 19, 2014)
As we count down the days to the Cannes Lions submission deadline (March 28), strategy is rounding out the most likely contenders for each category, tapping the top folks in the industry to help us narrow down the list. This week, we’re taking a gander in the Radio category. Check back regularly until the deadline to see which campaigns have the best shot in Cannes
Chosen by: Robin Heisey, CCO, Draftfcb
The Radio category is undergoing some big changes, with the introduction of sophisticated mobile offerings like iTunes radio – a platform that allows utilization of not just the iTunes ecosystem and profiling, but the handset and its sensing technologies. Even more disruptive, connected cars are beginning to emerge, with their ability to serve up radio content on a profoundly more personal and timely basis, including of course, advertising content. So reviewing Cannes-potential work in a category with so much imminent change seems a little like cataloguing the architecture of Pompeii the night before Vesuvius blows up.
That said, whatever the next few years hold, creativity is still going to be the magic ingredient that gets more engagement for listeners and more value for advertisers. And that creativity is evident in this spot targeting drivers for Ford by Y&R, where nothing but words and a single announcer take you on a 30-second journey that starts with wondering what an “Unch” is to thinking you’ve accidentally tuned into an Italian station to wondering whether you should buy that aftermarket battery you were considering for your car. Make sure to take a listen and hear for yourself.
You can hear “Unch” here