While all 12 shortlisted campaigns got their moment in the sun, only one could be named news brands’ ‘ad of the summer’. After one of the tightest fights ever (just 0.3%!), a big congratulations to MG OMD and McVitie’s — this summer’s champions!
Sometimes only a classic will do. With the UK experiencing its most dramatic eclipse since 1999, it was only right for McVitie’s to turn to an advertising icon to capture the moment. All together now: full moon…
Ciaran Conway, senior brand manager at Jaffa Cakes, commented on the winning campaign, saying: “When a solar eclipse becomes a national talking point, Jaffa Cakes has more right than most to join the conversation.
“The tactical use of news brands using trusted partners let us show up at exactly the right cultural moment, in a context where people were already reading about the eclipse, and bring back one of the brand’s most famous lines in a way that felt timely, playful and unmistakably Jaffa”.
Ryan Cummins, business director at MG OMD, added: “Some opportunities seem made for a brand. The solar eclipse gave Jaffa Cakes the perfect chance to revisit one of the UK’s most recognisable campaigns and reconnect it with a moment already capturing the public’s imagination.
“Publishing provided the ideal platform to bring the idea to life, offering a timely and trusted context, the right editorial tone, and the responsiveness needed to engage with the conversation as it unfolded.”
Congratulations are also in order for our two runners-up: Bountiful Cow and Quilter and Hearts United and Hargreaves Lansdown. They’ll join McVitie’s and MG OMD in our ‘ad of the year’ final shortlist. Could one of these ads be the worthy recipient of our ‘ad of the year’ Newsworks Awards trophy?
One more piece of housekeeping… the winner of our prize draw. Well done to Bountiful Cow’s Charlie Vincq-Wilkinson — enjoy your Hotel Chocolat velvetiser.
See all 12 shortlisted summer campaigns here.
