A radio ad for Ikea by Sydney agency The Monkeys has been named best radio ad of the year by the Siren Awards.
The ad, called Holidays, scooped the 2012 Gold Siren, as well as a Silver Siren for being selected as the single ad category winner.
The winner of the Silver Siren in the campaign category was AA Campaign, for Alcoholics Anonymous, by Perth agency Gatecrasher. Adelaide studio Best FX picked up the Silver Siren in the craft category for an ad for SA Lotteries called Scratched Record.
Holidays uses a child telling his class about his school holiday experiences of his dad installing a kitchen.
John Mescall, awards judge and ECD at McCann Worldgroup, said the ad didn't win just because it's funny.
“It won because it dared to speak the ugly truth about Ikea: assembling their furniture can be a real pain in the arse,” he said. “Such irreverent self-deprecation has always been a great hallmark of great Australian advertising, and long may it be so.”
The Siren Awards, now in their eighth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country.