2019 Winners & Shortlists

R RATED RADIOS

BrandSAUDI TELECOM COMPANY
Product/Service'TUBY' VIDEO APP FOR KIDS
EntrantJ. WALTER THOMPSON Riyadh, SAUDI ARABIA
CategoryUse of Radio / Audio as a Medium
Idea Creation J. WALTER THOMPSON Riyadh, SAUDI ARABIA
Media Placement UM MENA Riyadh, SAUDI ARABIA

Write a short summary of what happens in the radio advert.

For the first time ever, a radio commercial that sounds different depending on your age. While we hear a bold and daring message about adult content found on the internet, teenagers and kids are annoyed by a shrill-sounding frequency that overpowers the announcement. This results in a radio commercial that keeps younger ones protected from the unwanted content. Quite like the service itself.

Cultural/Context information for the jury.

Saudi Arabia is a deeply religious and conservative society. Many attitudes and traditions are centuries-old, derived from Arab civilizations and Islamic heritage. To put it in context, women in Saudi Arabia have only recently been allowed to drive. And in this society, internet pornography, violent videos and other unsuitable content are easily available and accessible at just a click. This content is deemed unethical in the country especially for curious teenagers and children.

Provide the full radio advert script in English.

BLUE WHALE This ad has been designed to protect your kids. To you, the Blue Whale is simply the world’s largest animal. But if your kids dive a little deeper on the internet, they’ll discover a dangerous online challenge that could take their lives. Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected. Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear. PORNOGRAPHY This ad has been designed to protect your kids. These days online pornography has become so easily available, chances are your kids will see it before they even know how to spell it. Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected. Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear. CHEMISTRY EXPERIMENT This ad has been designed to protect your kids. “Insane chemistry experiment”. That is the innocent title, bomb making videos are often given online. With just a few clicks, your child could learn how to turn household items into deadly explosives. Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected. Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear.

Credits

Name Company Role
Chafic Haddad J.Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J.Walter Thompson Executive Creative Director
Shine KM J.Walter Thompson Associate Creative Director
Vishal Munyal J.Walter Thompson Associate Creative Director
Joe Aboudaher J.Walter Thompson Head of TV Production KSA
Jad Haddad J.Walter Thompson Associate Business director
Ziad Rayes J.Walter Thompson Account Director
Dana Alkutoubi J.Walter Thompson Head of Strategic Planning KSA
Ahmed Alsahhaf Saudi Telecom Company GM Marketing & Communications
Faisal Alsaad Saudi Telecom Company Traditional Media Director
Eardrum Eardrum production house
Ralph van Dijk Eardrum Director
Jessie Williams Eardrum Producer
Abby Sie & Myles Lowe Eardrum Sound Engineer

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