2019 Winners & Shortlists

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

Dodge, as a brand, is notorious for boldly defying the beliefs of society. In this case, it is professions. Almost every profession in the world profits when something bad happens to you. A doctor profits when you are sick. A lawyer profits when you are in trouble. A car mechanic profits when your car has broken down. A plumber profits when your house is leaking. The list goes on, you get the drift. But a thief profits when you are doing good. He wants to see you get a promotion and a hefty raise. He wants you to buy your wife a 10-carat diamond ring. So, before a thief steals he wants the best for you. It makes thieves good people before they steal. The script takes a humorous dig using this premise and introduces the anti-theft system installed in the Dodge range of cars.

Provide the full radio advert script in English.

You give your son the keys to a brand-new Dodge Challenger. He takes it for a spin. Hours later, it crawls back. Dented and scratched. The squeaks echo in the silent neighbourhood. While the bumpers hang, like a loose bra. This accident has made many happy and one person in particular, sad. Happy, really happy is the car mechanic. He is counting the money he will swindle. His heart’s dancing like Charlie party Sheen. Your doctor is happy too. He’s planned a few expensive tests for your son. But unlike them… in the corner of a dodgy bar, a car thief is downing one too many. He had his eyes and heart on your car. He wanted it to be in mint condition. Your loss, his loss too. You see, all professions profit from your misery. But a thief wants to see you prosper. It’s why thieves are good people… before they steal. The Dodge, Sentry Key, Anti-Theft System. It keeps thieves from stealing. Keeps ‘em good.