2019 Winners & Shortlists

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

We compare co-pilots warnings right before a possible accident with our INFINITI Predictive Forward Collision “super chill” Warning.

Cultural/Context information for the jury.

Dubai has people from different places and English is usually not their main language. We wanted to show how when you’re in a dangerous situation, you end up shouting in your native language.

Provide the full radio advert script in English.

The radio begins with the announcer speaking calmly with no background sound. ANCR: YOU SHOULD GO FROM THIS… We now hear the interior of a car where a very over-the-top mother is telling his driving daughter what to do during a drive. Man (getting desperate): (English) BRAKE, BRAKE, BRAKE (switches to Arabic) NO, NO, NO, NOOOOOO! SFX: Interior of a car; car breaks We listen to the announcer again, with no background sound. ANCR: TO THIS… We hear the interior of a car and then the sound of the INFINITI Predictive Forward Collision Warning system. SFX: Interior of a car. Sound of the warning system. We’re back at the announcer speaking calmly. Now instead of silence, we keep listening the interior of a car in the background. ANCR: THE NEW INFINITI QX50 HAS PREDICTIVE FORWARD COLLISION WITH A “SUPER CHILL” WARNING. VISIT YOUR ARABIAN AUTOMOBILES INFINITI SHOWROOM OR CALL 800INFINITI FOR DETAILS.