McCann Melbourne sweeps up in second round of Siren Awards

Pat Baron and John Mescall

Pat Baron and John Mescall

McCann Melbourne and Metro Trains are continuing their winning streak with the Metro Notify campaign winning all categories in round two of the 2014 Siren awards.

Less than three months after dominating the 2013 Sirens awards with ‘Dumb Ways to Die’, the Metro Notify campaign written by McCann Melbourne’s executive creative director John Mescall and creative director Pat Baron, and produced by Ralph van Dijk at Eardrum, has won overall as well as in the campaign category.

The 30 second radio ad ‘Boss Man’ has won in both the single ad and craft categories, while others from the campaign ‘Baby Giraffe’ and ‘Breakfast TV’ were highly commended in the single category and in craft.

Mescall said Boss man, narrated by Jean Kittson, stood out because of her reasonably unique tone of voice.

“I also give kudos to the guys at Metro, who don’t have a problem admitting that your train running late is actually bad news,” he said. “Honesty can be a rare commodity in advertising.”

The “Metro Notify” campaign is now in the running to win the Gold Siren for best radio ad of the year, which will be announced in May 2014.

Joan Warner chief executive officer of Commercial Radio Australia said: “It’s another great win for McCann Melbourne. The range of innovative ads entered into the Siren Awards, always impress with their creativity, and demonstrate how effective radio can be for advertisers.”

Three further series of ads highly commended in the campaign category were the “Trust/Loyal Advertiser/Listener/Friendship” campaign for Commercial Radio Australia by Eardrum’s Ralph van Dijk; “Country people don’t like asking for help” by Clemenger BBDO Melbourne’s Ben Keenan and Russ Fox, and kwp! Advertising’s “Ultra Tune: Hyena doing Lamaze, Kookaburra with stutter, Octopus dribbling basketballs” campaign for Ultra Tune, written by Corey Swaffer.

All winners of the round two category are available to listen to on the Siren Awards website. Entry for round three of the 2014 Siren Awards closes on September 13.

Click here to listen to the Boss Man ad:


The script: The bad news is your train home is going to be delayed. The good news is you know this because you downloaded Metro’s new Notify app, so while everyone files out of the office, you hang back. Boss-man thinks you’re working late, such dedication. Boss man’s an idiot. You’re watching cat videos and buying cheap shoes online. Oh look, that cat’s cooking spaghetti. Metro Notify. Good bad news when you need it most.

Boss Man credits:
Agency: McCann Melbourne
Writers: John Mescall and Pat Baron
Production: Eardrum
Director: Ralph Van Dijk
Client: Metro Trains
Marketing Manager: Chloe Alsop


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