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: There we were – optimistic about finally making it to the end, our full boat, floating towards the mouth… exhausted. MVO: We didn’t even see it coming. It was so unexpected, so… out of the blue. MVO: Our vessel was already safe in the mouth when we were suddenly spat back out, thrown into chaos and confusion. MVO: I stared in horror as our ship and all that was on it lay in splatters. CHILD: Giggles MVO: What was once the innocent world of Tweety bird and her “putty tat”, was now the picture of pulverized broccoli and squished squash. Fortunately, at Babyshop, new Looney Toons pants sets start at only 30 dirhams, so, you know, big messes don’t have to be big horrors.