‘Sex’ radio spots have disparate messages

Two of the three Radio winners in the 2015 Mobius Awards competition have sex as a topic, but are designed to send very different messages.

“Explore,” developed by Havas Worldwide London for Reckitt Benckiser of the UK, promotes a new line of sex toys from Durex by suggesting that listeners download an app that allows them to view passionate couples in action on their mobile phones. The spot marked the launch of Durex’s new e-commerce site. Alasdair Graham was creative director on the project. The production company was Angell Sound, London.

Dezley Scott-Davidson, writer on Auckland spot

Dezley Scott-Davidson, writer on Auckland spot

“Teddy,” from MediaWorks Radio in Auckland, New Zealand, encourages parents to teach their children the difference between “good” touching and “bad” touching in an effort to reduce the instances of sexual abuse. It was done for Auckland Sexual Abuse Help. Dezley Scott-Davidson was the creative writer and producer for the spot.

The third radio winner “Applause,” came from Leo Burnett, Frankfurt, for Goodyear Dunlop Tires, Germany, and uses the sound of applause to promote the tires’ performance on wet surfaces.

The entries received Certificates for Outstanding Creativity.

About mobiusawards

Mobius Awards, established in 1971, is one of the world’s oldest independent international advertising competitions. Each year, the competition recognizes outstanding work in Brochure/Book, Cinema-In-flight, Direct, Mixed Media Campaign, New Media, Online, Outdoor, Package Design, Photography, Point-of-Purchase, Print, Radio, Television, and Student.
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