SMART BIC PENS COMMERCIAL WINS 2006 GOLD SIREN

A radio commercial for Bic Pens called “Chicken Inseminator” has won the 2006 Gold Siren Award, for creative excellence in radio advertising, and will be automatically entered into this year’s Cannes Radio Lions, it was announced today.
The spot, written by John Mescall, Rebecca Newman and Malcolm Chambers (pictured) from Smart in Melbourne, uses comedy to promote the importance of using a failsafe pen. The same ad also won a Silver Siren for winning the overall single category.
Member of the Siren Creative Council, comprising leading creative directors from national advertising agencies, and head of agency, KWP! Adelaide, Peter Withy said the winning ad was a very fine, fun idea for a seemingly difficult and low interest category: “The ad displays very fresh work, well produced and a style of humour we don't hear all that often. The writing makes it unique. Great radio starts with a great script - all the studio tricks in the world won't elevate dullness to greatness."
The winner was announced at a breakfast at Taronga Zoo in Sydney this morning, which featured comedian Michael Veitch and Sydney Nova 969’s Bianca Dye as host. The team from Smart wins a free trip for two to the International Advertising Festival in Cannes in June and the winning spot will be entered in the Radio Lions.
Withy, the Australian judge on the Radio Jury at the inaugural Cannes Radio Lions last year, said he expected the spot should do well at Cannes.
Chief executive officer of Commercial Radio Australia, Joan Warner said close to 500 entries had been received for this year’s Siren Awards reflecting the growing credibility and importance of the honor.
“The Siren Awards provide a fantastic opportunity for excellent Australian radio creative to be recognized both at home by the advertising and radio industries and again at Cannes, alongside the world’s best at one of the most prestigious events held for creatives,” Ms Warner said.
The other winners at today’s presentation included a Silver Siren Award for 2006 campaign category winner, also awarded to the Smart team in Melbourne for its Bic Pens campaign.
A Silver Siren was also awarded to the inaugural Craft Category winner, station Hot 91.1 Sunshine Coast for its ad called “The tadpole and the egg” for IVF Sunshine Coast. Sound engineer for the ad was Vaughan Jones and creative director was Kirsten Scholes.
Today’s breakfast was followed by a Masterclass, a creative seminar focusing on Australian comedy entitled, “So Who the Bloody Hell Are We?", and featuring comedian Michael Veitch. He was joined at the seminar by members of The Chaser team, Andrew Hansen and Chas Licciardello, who discussed why their irreverent humour works in Australia and also about confronting and lampooning key players from the world of politics, business, religion, media and culture.
Also speaking at the Masterclass was Senior Lecturer in Cinema Studies at La Trobe University, Dr Felicity Collins and Ralph van Dijk.

Winning ads can be heard and downloaded on website: www.sirenawards.com.au