Peter Saxon at the Sirens
As your correspondent can rarely bring himself to rise before the crack of noon it was a welcome change to find this year’s Siren Awards being held at the entirely civilised hour of 6pm instead of the breakfasts of years past held at Sparrow’s – which is not the name of a bar in Oxford Street.
The Chaser Boys Andrew Hansen and Chris Taylor, on loan from the ABC to host the event, said they were surprised at how many people chose turn up to this function rather than watch Bill Shorten’s budget reply on television. Factor in the free drinks and nibbles, the choice became a no-brainer.
They then took the opportunity to fire a few barbs into commercial radio choosing to pick, or pick on, the lowest hanging fruit in Alan Jones and Kyle Sandilands.
Of Jones they said, ‘He’s always been a champion of those of his listeners living on Struggle Street. And now SBS has shown us exactly what his audience looks like.’
Although I did not have the pleasure of hearing the KIIS Breakfast show myself that morning, the Chaser Boys informed us that one of the segments featured a man who fellated himself, live on air. They said. ‘It was the first time there was a bigger prick in the studio than Kyle.’
Droll as that may be, the star of the show last night was undoubtedly Matt Dickson, Creative Solutions Director at SCA Perth who walked away with the Gold Siren and a trip to Cannes on the French Côte d’Azur.
“It was completely unexpected,” said Matt when I stuck my phone ’s voice recorder in his face just moments after he was announced as the winner. “I’ve won a couple of bits and pieces in the past but to win to win Australian radio’s best and most competitive prize for creative is a real privilege.
“For whatever reason, we seem to have a hotbed of creativity in Perth. Funnily enough Alida (Henson) and Megan (Riley) who won the Silver Single entry work about a kilometre up the road in Subiaco. In fact, Alida used to work for me as well,” said Matt.
The series of ads for Allpest, entitled “We Don’t do Husbands” eludes to a husband who acts like a pest in a variety of situations much to the dismay of his long-suffering wife. Matt explains, “The theme is, we do all kinds of pests but we don’t do husbands.”
As well as writing the ads, Matt also plays the husband. In the spirit of multi-tasking, he says, “I looked far and wide for a voice and thought, fuck it, I’ll do it myself.”
As part of his prize he’s heading off to Cannes where the ad will compete in the international Adverising Lions. He’s never been to France and is hoping that SCA’s Head of Metro, Guy Dobson will give him the time off. “I’m a big fan of Guy’s. I have a lot of time for him and I’m sure he’ll let me go.
“Also I should mention my General Manager in Perth, Linda Wayman who’s copped a lot of flack in the past for something she was completely misrepresented over. She’ an amazing woman. She’s very generous and flexible with me,” says Matt.
For aspirant creatives, Matt has this advice. “Realise who you are and the stuff you like and then write about that. My up bringing was all about poo jokes, rhyming poems and being annoying. And today, most of what I write is either a poo joke, something that rhymes or something annoying.
“Borrow from your experiences growing up and apply those to advertising later because they are all common experiences and are entertaining.”
Winning ads can be heard and downloaded here at www.sirenawards.com.au
For all the winners and more, go here.