THE COCKROACH, THE PROMISCUOUS FISHMOTH AND THE WORLD’S LEADING RADIO AGENCY
An imaginative series of Doom radio ads for Tiger Brands, dramatising the breeding habits of household bugs, garnered two Gold Lions at this year’s event and helped catapult Johannesburg’s TBWA\Hunt\Lascaris to number one radio agency in the world according to the Cannes Lions 2015 Global Creativity Report.
Two clever and equally witty Student Flights ads by the agency also won Silver Lions at this year’s ceremony, further cementing the agency’s status as the best radio agency worldwide.
The Global Creativity Report provides definitive rankings, analysis and insights on creative communications across the world, uncovers trends and highlights where the truly outstanding work is being created. With 40,000 entries from 94 countries submitted to Cannes this year, being placed at the top of the radio list is an enormous achievement for TBWA\Hunt\Lascaris Johannesburg.
Behind the winning Doom and Student Flight scripts is Executive Creative Director at TBWA\Hunt\Lascaris\ Johannesburg and the country’s top radio writer, Jenny Glover and her creative team. Winning awards is something Glover does with remarkable regularity and since 2007 she has won international gold, silver and bronze awards nearly 30 times. This includes 18 Cannes Lions (nine gold) and a Grand Prix, plus three D&AD yellow pencils.
Glover says South Africa has always punched above its weight in the radio category. “Radio is still such an important medium in South Africa.
“I think the reason we do so well in radio is because we are more practiced at it. Where a European agency might be writing three radio campaigns in a year, we’re writing about 50,” says Glover.
Great concepts and excellent execution are key to the success of radio ads and the Doom and Student Flights ads are no exception. In addition, Glover’s quirky approach to her work and deep passion for writing are what makes them exceptional.
Who won’t remember how cockroach couple, the O’Flannegans, make sweet, sweet coackroach lovin’ beneath the refrigerator in the shadow of a cherry tomato? Or how Cheryl the fishmoth’s promiscuous habits play out in unsuspecting victims’ underwear drawers? Until a spray of Doom puts paid to their shenanigans.
TBWA\Hunt\Lascaris Chief Creative Officer Peter Khoury adds, “Creative success is also closely tied to our clients. Everything we do is in tandem with them and we’re fortunate to have brilliant clients. They can certainly take credit for this accolade.”
Glover enjoys the freedom of writing for radio. “There are no budgetary constraints. You can have as many helicopters in a radio spot as you want. I also like how incredibly unforgiving the medium is. Radio exposes your conceptual and executional flaws. There’s nothing to hide behind, no director or cinematography or technological tricks to swoop in and save a sloppy script or thin concept. Every single word has to be ‘on point’.”
And ‘on point’ is what the Doom and Student Flights ads are, with their own special brand of razor-sharp wit and insight, compelling us to think of things in ways we wouldn’t routinely consider.