AJF’s Dare Iced Coffee ads win radio battle

Melbourne ad agency, AJF Partnership has dominated the latest round of the radio industry’s Siren Awards with its ads for National Foods’ Dare Iced Coffee.

The agency was named winner of the overall, campaign and single categories of the Commercial Radio Australia-organised competition.  

The three ads were “The Fist”, “The Date” and “The Reunion”. The Fist was the  single ad winner.

The writer of the ads was Michael Skarbek.

Judge Josh Edge fromThe Brand Agency in Perth said about the winning ad: “Making an honest insight funny is harder work than it looks, but these ads make it looks effortless.”

Skarbek said: “It’s not that these ads are unique, they just use a style that doesn’t really get used all that often anymore on radio – the simple art of storytelling. Just a voice, no sound effects or music, drawing you in with a story you haven’t heard before, which hopefully makes you smile.”

The winner of the craft category was an ad for the South Australian government initiative, Be Active called “Be Active the Musical”. It was produced by Eddie Bye from Adelaide’s Nova 919.

The siren awards are run by Commercial Radio Australia

AJF was also the winner of Mumbrella’s TV ad of the month for it’s Baker’s Delight work.


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