2022 Winners & Shortlists

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

Since Nissan Intelligent Lane Intervention keeps you where you’re meant to be, we had different radio hosts drift into each other’s shows to demonstrate what happens without this feature. In Spot 1, we’re midway through Dubai 92’s “The Big Breakfast Show” with presenters Nats & Jono when Nats unintentionally strays out of the show. Suddenly Catboy, a presenter from another show, strays into Jono’s. There’s banter between the presenters followed by Jono straying out of his own show. A lighthearted and chaotic interaction between personalities from both shows ensues. The spot ends with a VO introducing Nissan Intelligent Lane Intervention, which keeps you where you’re meant to be. In Spot 2, we’re midway through Catboy’s show when Nats and then Jono from “The Big Breakfast” stray into Catboy’s show. At the same time, Catboy accidentally strays out of his own show, and similar hilarity ensues, followed by our same VO.

Cultural / Context information for the jury

Nissan’s Intelligent Lane Intervention detects if you’re straying out of your lane and helps gently guide you back to safety. We strategically picked shows that cover very different topics, so that when they strayed into each other, chaos and humor ensued. The script was tailored to each presenter’s known on-air personality and habits. For example, Catboy is known to love trivia questions about music. Nats is originally Italian and occasionally uses Italian phrases, as reflected in the script. For example, in Spot 1, Nats is referencing the new working week recently introduced in the UAE. Since starting the week on a Monday instead of a Sunday is still new, it’s causing a lot of confusion. In Spot 2, Catboy teasingly asks Nats and Jono if it wasn’t way past their bedtime when they stray into Catboy’s show, since Nats & Jono host “The Big Breakfast” at 6 am.

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

Spot 1 Dubai 92 The Big Breakfast - with Jono and Nats (LIVE) Nats: So, Monday is the new Sunday — how have you adapted to — We hear a radio static sound as Nats disappears. Jono: Nats? Wait…where’d she go? Suddenly, we hear another static sound, and then the voice of Catboy from Dubai 92 with Catboy. Catboy: For the last time, ‘Butter’ is not the biggest selling music single of all times. Jono: Catboy? Catboy: Jono? Jono: What are you doing here? Catboy: What do you mean? I’m doing my show. What are YOU doing here? Isn’t it way past your bedtime? Jono: Haha very funny… I’m doing our show! This is The Big Breakfast. Catboy: It is? How did I get here? And no, this is not a trivia question. Jono: Can’t believe this is happening so close to the weekend. Wait….Oh, man…..! Another static sound. Jono disappears. Catboy: Now where did Jono go off too? Is anybody left in here? Where’s a hot mic when you need one? Another static sound. Catboy: Jono? Nats: No, Nats. Sorry, I’m back. Not sure what happened there. Catboy…what are you doing here? Didn’t know you wake up this early. NISSAN VO: Nissan’s Intelligent Lane Intervention helps keep you in your lane. So when you stray off, like Nats and Jono and Catboy just did, it gently guides you back to safety. Visit an Arabian Automobile's Nissan Showroom and test drive your next Nissan today. Script 2 Dubai 92 - with Catboy (LIVE) Catboy: Did you know that in 2016 Mozart sold more CDs than Queen B? Suddenly, we hear another static sound, and then the voice of Nats from The Big Breakfast show. Nats: … If you haven’t tried Charcoal Hummus, you haven’t tried anything. Delizioso, I tell you. Catboy: Ahmmm, Nats? What are you doing here? Nats: Catboy? I’m doing the Big Breakfast. What are YOU doing here? Catboy: Ummmm this is Dubai 92 with yours truly. Suddenly, another static sound. Nats leaves. Catboy: Now where has Nats gone off to? I got quite excited about those barbecued chickpeas… My delivery apps are running out of suggestions. Another static sound. Catboy: Nats? Jono from The Big Breakfast: No, Jono! Have you seen Nats? Another static sound. Catboy leaves. Jono: While I’m here: Fluffernutter. A real word? Yes or no?…. Catboy? Catboy? Hellloo…anyone here? Another static sound. Jono: Nats? Catboy: No, it’s Catboy. Thank goodness, I’m back!! What did I miss? Jono: Just a Fluffernutter controversy. Catboy: Fluffer-what? NISSAN VO: Nissan’s Intelligent Lane Intervention helps keep you in your lane. So when you stray off, like Catboy and Nats and Jono just did, it gently guides you back to safety. Visit an Arabian Automobile's Nissan Showroom and test drive your next Nissan today.

Explain how the work innovatively used the radio / audio medium.

AAC wanted to raise awareness for Nissan’s differentiating Intelligent Lane Intervention feature. Nielsen’s UAE Radio Audience Measurement revealed that 93% of the UAE population tunes into radio every week. Radio presenters are celebrities here, with big fan followings. That’s why we used this age-old medium to tout a car’s cutting-edge and innovative feature. But instead of just mentioning or promoting the feature as ads, we demonstrated what can happen in the absence of lane intervention in an innovative and lighthearted manner, leveraging what attracts many listeners - popular presenters of different live radio shows. In a live stunt, we witness how the presenters of one show seemingly unintentionally – “stray out of” their show and into the show of a different presenter. The same happens on another show. Thereby demonstrating how straying out of where you should be can get you into trouble.