The creative team said the ad was unique in
featuring a talking bowel delivering a comedy routine about cancer, with
the success of the ad down to "having something interesting to say and
someone brilliant to say it".
"We had a world-class comedic talent performing it in Bill Bailey.
Bill's own mum died of bowel cancer, and he brought passion and
poignancy to the job. The recording session with Bailey - he was 10,000
miles away in a little recording studio in Swansea, Wales - was
hilarious, inspiring and moving."
The ad was judged winner of
the single category and overall winner of Round 2 by the Siren Creative
Council, a a panel of industry experts made up of creative directors
from leading ad agencies.
The winner of the campaign category
(three ads or more) was Clemenger BBDO Sydney for "Ducking Autocorrect"
for Dry July, created by Celia Mortlock and Ben Clare. The ads urge
people to go alcohol-free during July to avoid the embarrassment caused
by autocorrect and drunk texting when you send messages to your boss or
your mum while under the influence.
Sound studio Pitchfork was
named winner of the craft category for one of the ads in the campaign,
"Ducking Autocorrect - Ducking Seriously?". The sound engineer was
Three ads in the Dry July campaign were
high commended in the single category: "Ducking Autocorrect - Ducking
Seriously?" by Celia Mortlock; "Ducking Autocorrect - William Shark
Pear" by Celia Mortlock and Ben Clare and "Ducking Autocorrect - Right
as Drain" by Celia Mortlock and Ben Clare.
Highly commended in
the campaign category were: "Face Your Waste" by Face Your Waste
creative team Matt Wilson, Hayden Griffiths, Lauren Regolini and Alida
Henson; "Out of Nowhere" by Patrick O'Reilly and Joshua Newnes from KWP!
Advertising for the Motor Accident Commission and "Not Waiting in a
Waiting Room" by Marianne O'Brien and Christie Luxton from Clemenger
BBDO Brisbane for The Wesley and St Andrew's Private Hospitals.
ads were highly commended in the craft category: Astbury Studio sound
engineer Justin Astbury for the ads "Master" and "Kid" for the Motor
Accident Commission; and sound engineer Liam Annert from Risk Sound for
"Billy Bowelly" for Bowel Cancer Australia.
Says Joan Warner, CEO, Commercial Radio Australia: "The Siren Awards recognise the radio
ads that have an ability to cut-through the noise with a compelling
The Siren Awards, run by Commercial Radio Australia,
celebrate the best in radio advertising and are judged over five rounds
throughout the year.
The 2019 Gold Siren winner will be
announced in May 2019 and wins a trip to the Cannes Lions International
Festival of Creativity. The client of the winning 2019 Gold Siren Award
also wins a ticket to Cannes. Silver Sirens are awarded in each of the
three categories: single, campaign and craft. There is also a
client-voted award, a $5000 cash prize, presented to the writers of the
ad voted the best, by a panel of clients.
Round 3 of the 2019 Siren Awards is now open. Entries close 8 September 2019.