The best radio ads of 2012

In this roundup from the Encore and Mumbrella Annual, we look back at the best radio ads of 2012.

1. Earphone Bully

Winning a Gold Radio Lion at Cannes this year for radio specialist Eardrum and Sapient Nitro Brisbane, Earphone Bully is an anti-bullying campaign best listened to with headphones. In a bully scenario, it beats the listener around the head with harsh thuds, cracks and theatre of the mind.

Listen to the ad


2. Seek Volunteer

To promote charity, Leo Burnett Melbourne wrote a script and posted it in radio studios asking voiceover artists, engineers, music composers and stations to donate their time to record and broadcast the spot. The ad was then put together from hundreds of recordings and has been shortlisted for a Siren award.

Listen to the ad 


3. Yoyo, IKEA

Following on from 2011’s swearing child, The Monkeys delivered another great Ikea ad in YoYo. This time, radio listeners hear messy toys come to life and start chattering in a child’s bedroom. The tag line: “De-clutter, de-stress with Ikea kids’ storage solutions.”

Listen to the ad 


4. Guilt Trip, V Line

In the style of various phone messages, this comical campaign for Melbourne’s V Line train service preys on city-dwellers failing to catch up with their family and friends in the country.

Listen to the ad 


5. Daniel, For a Cure

Another ad for a good cause, this 45-second spot from JayGrey begins with the synthesised voice of Daniel Masters, who was diagnosed with motor neuron disease. His voice changes as he explains that stem cell research holds the key to cure his illness.

Listen to the ad 


6. The Tradies, Bannister Downs Dairy

Recognising that tradies are big consumers of flavoured milk, this spot makes them the stars, with blokey voices juxtaposed with refined ‘proper’ speech, to reflect ‘a superior kind of flavoured milk’.

Listen to the ad 


7. Velvet Jayne, Respect

This ad from McCann Sydney is a tongue-in-cheek commentary about women’s breasts for lingerie retailer Velvet Jayne.

Listen to the ad 

mumbrella annual 2012


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.