Radiocentras Radio Craig Inglis by Lucky Generals

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Craig Inglis

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Industry TV Channels/Radio Stations and Programmes
Media Radio
Market United Kingdom
Agency Lucky Generals
Creative Director Yan Elliott
Production Pure Soho
Released October 2016

Awards

Cannes Lions 2017
Radio Radio & Audio: Media & Publications Bronze Lion

Credits & Description

Title: Craig Inglis
Agency: Lucky Generals
Brand: Radiocentre
Country: United Kingdom
Entrant Company: Lucky Generals, London
Advertising Agency: Lucky Generals, London
Production Company: Pure Soho, London
Creative Director: Yan Elliott (Lucky Generals)
Synopsis:
In this radio ad we hear a folksy ballad personally asking Craig Inglis – the Chief Customer Officer of John Lewis – to spend more of his advertising budget on radio.The ad ends with the invitation to ‘See radio differently’ at Radiocentre.org.
Entry Summary:
Radiocentre promotes radio as an advertising medium, and whilst radio listening in the UK is at an all-time high, spend hasn’t followed suit. Our brief was to change this, so we decided to show under-spending CMOs what radio could do by name-checking them in bespoke songs and then putting those songs on the airwaves for their family, friends and colleagues to hear.Craig is famous for inflicting folksy ballads on the UK every Christmas with the release of the annual John Lewis ad, so we thought it would be fun to make him the subject of one for once.
Script In English:
(MUSIC: In the style of a John Lewis ad like ‘Man on the Moon’ Simple piano movement with female vocalist)VO: This song is dedicated to Craig Inglis, Customer Director of the retail store, John Lewis. SINGER: Oh Craig Inglis, where have you been? We’d thought we lost you, it's been driving us mad, brought tears to our eyes, we've been so sad Why don’t you give radio, give radio a go,It can work wonders for John Lewis you know. Oh Craig Inglis, you can see, An advertisement placed so perfectly, could bring a Christmas of joy to every girl and boy. Why don’t you give radio, give radio a go,We’re never knowingly undersold, you know.VO: Craig, See Radio Differently… at RadioCentre.org