Progressive Insurance and its agency Arnold Worldwide, along with Motel 6 and its shop The Richards Group, shared the honors for the Creative Radio Campaign Award in the 2021 Radio Mercury Awards. The winners, revealed Wednesday night in an online awards ceremony, also included The Aspen Institute's Project Play’s “How To Play Soccer” from Arnold Worldwide, which captured the Creative Spot for a Cause trophy.
Alpha Media won in the Creative Radio Campaign category for its “Disco Colonoscopy” spot for Kansas Medical Clinic. iHeartMedia was the winner in the Radio Station or Group Promotional Spot or Campaign category for its in-house Black Excellence campaign.
Creative Spot for a Cause honors went to Lost Communications for its “Black Voices Of Humboldt County #2” in-house PSA. The Creative Use of Nonbroadcast Audio category ended in a tie, resulting in two winners. Walmart and its agency FCB Chicago for Bedtime Stories,” and Bridge Senior Living and its shop Luckie for Radio Recliner.
The 30th annual awards, the only competition exclusively devoted to radio commercial creative, saw 49 radio and audio spots and campaigns vying for recognition. The submissions were created by radio stations, ad agencies, brands, production companies and digital companies. Entries were judged on their creativity, originality, execution and effective communication of a brand's message.
"This year, it took us two days to fully deliberate, as this year's winners really impressed the jury with their overall approach to messaging and storytelling," said Robin Fitzgerald, Chief Creative Officer, BBDO Atlanta, and Chief Judge for this year’s awards. "The winning work shone through, made us laugh, feel inspired and even made us a little hungry for soup dumplings."
The virtual presentation, produced by the Radio Advertising Bureau and hosted by Fitzgerald and Chris Smith, principal and chief creative officer, Plot Twist Creativity, featured this year’s final round jury, who served as presenters for the awards alongside previous Radio Mercury Awards best-of-show winners.
"The 30th anniversary awards presentation once again reflected the power of radio creative and its ability to grow brands and deliver for advertisers," noted Erica Farber, president and chief executive officer, Radio Advertising Bureau, and chair of the Radio Creative Fund. "The Radio Mercury Awards continue to advance the medium forward by showcasing innovative, creative and effective radio and audio commercial work.”
Finalists and attendees from across the country celebrated this year's winners virtually. During the awards, Alejandro Ortiz, executive creative director, Campbell Ewald Detroit/NY, was announced as the chief judge for the 2022 Radio Mercury Awards.
Event sponsors for this year’s awards event include: Audacy, iHeartMedia, Nielsen, Pomann Sound, Sound and Fury and World Wide Wadio. Dedicated sponsors are Cherry Creek Media, Oink Ink Radio, Triton Digital and Xperi, along with general sponsors CBS News Radio, Forcht Broadcasting, Miller Kaplan and Neuhoff Communications.
Creative Radio Campaign: Agency/Production Company/Advertiser/Radio Station or Group
Barbershop Quartet Progressive Insurance Arnold Worldwide
Motel 6 2020 Radio Campaign Motel 6 The Richards Group
Creative Radio Spot for a Cause: Agency/Production Company/Advertiser
How to Play Soccer The Aspen Institute’s Project Play Arnold Worldwide
Creative Radio Spot: Agency/Production Company/Advertiser
Snickers "Commercial Free" Mars Chocolate North America BBDO NY
Car Dealership Postmates Mother LA
Creative Radio Spot: Insightful Voice
Meemaw Motel 6 Barkley
Creative Radio Spot: Radio Station or Group
Disco Colonoscopy Kansas Medical Clinic Alpha Media
BALLWASH.COM VALENTINE’S DAY 2020 Ballsy Cumulus Media Atlanta
Creative Spot for a Cause: Radio Station or Group
Black Voices of Humboldt County #2 In-House PSA Lost Coast Communications, Inc.
Creative Use of Nonbroadcast Audio
Bedtime Stories Walmart FCB Chicago
Radio Recliner Bridge Senior Living Luckie
Creative Use of Songs/Music (Original or Repurposed)
Chinchilla Absolute Roofing The Studio at iHeartMedia
Integrated Brand Campaign with Radio/Audio
When All You Can Food Is Think About Postmates Mother LA
Purpose-Driven Spot or Campaign: Agency/Production Company/Advertiser/Radio Station or Group
Bingo Recovery Northstar Problem Gambling Alliance Preston Spire
Radio Station or Group Promotional Spot or Campaign
Black Excellence In-House Campaign iHeartMedia