An ad for McDonalds, called “Valet”, part of the Angus Beef “It’s a little Bit Fancy” campaign has won the overall and single categories for round three of the 2010 Siren Awards. Written by Ed James and Jakub Szymanski from agency, DDB, Sydney, the ad was recorded with unsuspecting McDonalds staff.

Judge and previous round winner, Des Hameister, senior writer from The Brand Agency, Perth, said about the ad, “The Valet spot won because it’s a simple, engaging use of the medium, which delivers its message in an entertaining way without having an announcer whacked on the end.”

Writers Ed James and Jakub Szymanski said the most important thing about making an effective radio commercial is, “Trying to make a radio commercial that doesn’t sound like a radio commercial.”

There were two highly commended ads in the single category. They were an ad from the same campaign for McDonalds called “Window”.

The other highly commended ad was called “Pilot” for the Motor Accident Commission in South Australia and written by Matt O’Grady and Paul Stratton from agency, Clemenger BBDO, Adelaide.

Winner of the campaign category was a safety message from Energy Australia called “Whatever you’re digging for”, which reminds people about a service called “Dial before you dig”, which checks for cables if you are digging somewhere so you don’t get electrocuted by mistake. The ads were written by Paul Spelman and Tom Hazledine from agency, Leo Burnett in Sydney.

Click here to listen to all the finalists.

The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. Entries for round 4, 2010 are now open and close on 8 January next year. For more information visit the dedicated website www.sirenawards.com.au.