2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

How do we trick small children into eating? With theatre and show, we pretend that their spoons are aeroplanes, boats and trains travelling into their mouths. With this insight, each radio spot brings to life a genre – horror, tragedy or drama – to show that when these tricks fail and the food ends up on the children’s laps, these big messes don’t have to be big dramas/tragedies/horrors because baby clothes are on sale and can easily be replaced at Babyshop. The spots are delivered as dramatic narrations, and produced to sound like scenes from big blockbuster films. But there are constant references to the things parents do and say. Finally, the joke is revealed when the baby laughs and we see our drama is not a blockbuster film, it’s just dinner time.

Cultural / Context information for the jury

In the UAE, heavy emphasis is placed on your appearance, and babies and children aren’t left out of the judgement. Here, children always have to be spotless.

Script. Provide the full to radio/audio script in English.

MVO: As the final moments drew closer, the loaded aeroplane, exhausted and ready for the end, locked sights on the slippery runway ahead. The tunnel was barely open… and it could close in an instant. MVO: The plane bulleted forward, unprepared for the giant object that was about to smack it from the sky. MVO: Cargo spilled out in every direction, smearing the landscape with pulverized bits and pieces. CHILD: Giggles What was once the familiar landscape of Mickey Mouse and friends, was now unrecognisably painted with splotches and stains of organic mango, pear and apple. Fortunately, at Babyshop, new Disney shirts start at only 15 dirhams, so big messes don’t have to be big dramas.