SUMMER STATIC STATIONS

TitleSUMMER STATIC STATIONS
BrandProcter & Gamble
Product / ServiceOLD SPICE DEO SPRAY
CategoryB01. Use of Radio & Audio as a Medium
EntrantPUBLICIS SINGAPORE, SINGAPORE
Idea Creation PUBLICIS SINGAPORE, SINGAPORE
Media Placement MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES

Credits

Name Company Position
Ajay Vikram Publicis Singapore Chief Creative Officer
Donna Dimayuga Leo Burnett Singapore Creative Director
Paulo Villones Leo Burnett Singapore Creative Group Head
Maninder Bali Publicis Singapore Regional Business Director
Dan Hejl Publicis Singapore Account Manager
Louiza Joseph Publicis Singapore Project Director
Carmela Almonte Prodigious Singapore Agency Producer
Germain Wu Prodigious Singapore Senior Editor
James Trimming Prodigious Singapore Head of Post Production

Write a short summary of what happens in the radio advert

Old Spice hijacked radio frequencies that played nothing but static and promoted them as new radio stations that can make listeners feel cool. The cool thing about static is that it literally sounds cool. Like pouring rain. Cascading water. Strong winds. And this sound can provide relief from the heat the same way ASMR and white noise induce relaxation. With the power of suggestion and a bit of imagination, listeners can escape the heat using mind (or ears) over matter.

Cultural/Context information for the jury

Radio is the second largest medium in the Philippines. In a sea of competitive ads who advertise heavily in the summer, how can a challenger brand like Old Spice stand out? While bigger brands crammed FM radio stations, we owned everything else that no one did: the sound of static. Millions of Filipinos spend long hours commuting in the sweltering heat, and with the radio as their only source of entertainment. We saw this as an opportunity for Old Spice to give listeners the feeling of freshness during the hottest time of the year.

Script. Provide the full radio advert script in English.

SFX: The sound of static


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