‘Monkeys’ win Siren

Advertising Agency "The Monkeys" has won the 2012 Gold Siren award for the best radio ad of the year.

The award, announced at a Breakfast in Melbourne this morning, was for an ad called 'Holidays' for client Ikea. The winning ad, which uses a child talking to his schoolmates about learning new words from his father's installation of a new kitchen.

Judge, John Mescall, from McCann Worldgroup said; "Holidays didn't win just because it was funny. Nor did it win just because it had a kid in it who said fuck. It won because it dared to speak the ugly truth about IKEA, assembling their furniture can be a real pain in the arse"

The winning team from The Monkeys will receive airfares, accomodation and tickets to this years Cannes Advertising Festival in June, and this year for the first time, the client will also win a trip to Cannes.

Winner of the Silver Siren was 'AA Campaign" for Alcoholics Anonymous from Gatecrasher in Perth, and the Siver Siren winner for the craft category was an ad for SA Lotteries from production studio Best FX in Adelaide.

Today's breakfast was hosted by Triple M's Merrick Watts.