Clemenger takes Gold Siren for weak bladder radio ad

Commercial Radio Australia has awarded Clemenger BBDO Melbourne the Gold Siren for best radio ad of the year, marking the third time the ad agency has won the top gong in the six years of the awards.

The ad, called “Clothes” for hygiene product Tena, was written by Julian Schreiber and Tom Martin.

The same ad also won a Silver Siren in the single advertisement category.

Schreiber was one of the writers for the winning Gold Siren Award in 2008 for RACV Financial Services called “Disclaimer”.

The winning Tena ad, which uses humour to promote pads designed for weak bladders will automatically be entered into the Cannes Radio Lions to be held next month at the Cannes Lions International Advertising Festival. The winning writers will receive two free tickets to the event.

Judge, Smart’s John Mescall from agency, said: “What I loved about the Tena work is how it took a pretty sensitive subject matter and delivered a benefit, with a brand of humour that was empathetic to the target audience.

“When you put the words ‘humour’ and ‘incontinence pads’ together in the one sentence, in the wrong hands it would be a recipe for disaster.”

Winner of the Silver Siren for the campaign category was the “Glee Launch Campaign” for Network Ten, written by the network’s Andrew Garrick. The campaign promoted the launch of Glee, a musical comedy series on Ten.

The other Silver Siren winner was an ad for HBF, called “Passenger” which won the 2010 craft category. The ad was produced by sound engineer, Paul Taylor from Eardrum and Sound Reservoir in Sydney.


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