Progressive Insurance and Motel 6 shared the award for Best Creative Radio Campaign. Mars Chocolate North America and Postmates took Best Creative Radio Spot. And Best Creative Radio Spot for a Cause went to The Aspen Institute’s Project Play. According to Inside Radio, it took the judges two days to fully deliberate, and the jury was really impressed with the winners’ overall approach to messaging and storytelling.
Entries were judged on their creativity, originality, execution, and effective communication of a brand’s message.
SMI has never entered the Radio Mercury Awards due to our company’s client confidentiality policy, but we applaud the winners for their ability to harness radio’s unique strengths to produce powerful and compelling creative messaging.
To hear the winning ads, click here.
And for more information on what makes a great radio ad, check out SMI’s Top Ten Keys to Creating Great Radio Ads.