Deloitte Digital’s Suzuki ad takes out Round 1 of the 2022 Siren Awards

Deloitte Digital’s Charles Baylis and Matt Lawson

Commercial Radio Australia has crowned Deloitte Digital as the winner of round 1 of the 2022 Siren Awards.

The agency took out prizes for the Best Single Ad and Overall Round Winner at the awards for its Suzuki Australia ‘Motorbike of Cars’ advertisement, an ASMR-style clip which asked listeners to imagine a Suzuki car as being “two motorbikes stuck together with couches”.

In response to their win, creators Charles Baylis and Matt Lawson said that “radio is all about the theatre of the mind”.

“We allowed an audience to experience an impossibly fun mode of transport and drive it around that theatre, legally,” they said.

In the Campaign category, Innocean Australia won for the ‘No Ugly Sleep Lullabies’ for wellness tonic brand No Ugly Sleep, written by Damon Porter and Wassim Kanaan.

Colin Simkins of Gutso Studios won the Craft category for his work with Aussie Broadband on the ‘Aussie Broadband – Average vs. Bloody Good’ ad.

Two ads, including NOVA Entertainment’s ‘Drink Driving. All Bad’ ad by Ben A Davies for the Department of Transport and Main Roads; and Thinkerbell’s ‘BINGE Brain Burger – Freshest Ingredients’ ad for BINGE & Grill’d, created by Josh Parmenter and Cale Berry, were also highly commended in the Single Ad category.

NOVA Entertainment’s ‘Do Life’ campaign for Stillwell Hyundai by Darren Russel and Eddie Bye was also highly commended in the Campaign category alongside ‘Celebrate 2021’ for Thirsty Camel Bottleshops, created by Leah Grinter from Brindle Marketing.

Three entries in the Siren Awards’ Craft category were also highly commended, including ‘The Sound of the Law remixed’ for APRA AMCOS/OneMusic by Anthony Aston; ‘Medibank LARP’ for Medibank by James Martell from Squeak E. Clean Studios; and ‘I Don’t Like Beer Anymore’ for Canadian Club by Glen Styles from The Studio at SCA.

Commercial Radio Australia’s CEO Joan Warner said that each winning advertisement “displayed a high level of creativity in how they have used audio to engage the listener and produce an emotional response.”

All winning entries from round 1 are entered into the 2022 Gold Siren Awards, with the final winner to be announced in May 2022.

Entries close for round 2 of the 2022 Siren Awards on Sunday July 3.