Category A05. Automotive
Idea Creation GTB London, UNITED KINGDOM
Idea Creation 2 OGILVY Athens, GREECE
Name Company Position
Julian Watt GTB London Chief Creative Officer
Lazaros Nikiforidis GTB London Executive Creative Director
Yiannis Sideris Ogilvy Greece Executive Creative Director
Alexander Smith GTB London Copywriter
Rebecca Salmona Ogilvy Greece Business Unit Director
Zoe Parkinson GTB London Account Executive
Ada Molfessis Foss Production Sound Producer
Yiannis Barboutis Foss Production Sound Editor
James Benn Bark Soho Sound Designer

View Script

Write a short summary of what happens in the radio advert

This campaign takes a look into the evolution of humanity and technology. Through a narrator, we discover how we would need to evolve to have the features of other animals and fish in an attempt to better humanity. Surely it would be nice to develop capabilities only other species have. Unfortunately, these evolutions might not always come with just the benefits. As the stories unfold we see how they come at a serious price that will end up ruining a part of your life forever and leaving you wishing you never evolved. Fortunately, with our technologies constantly evolving, humanity doesn't have to.


Owl neck. To see your blind spots. Your neck would need to evolve to rotate 270º.The same as an owl. SFX: Owl hooting. This may sound interesting. Setting the world record for running backwards? Done. SFX: Photo being taken. Surprising people pretending you’re out of a horror film? SFX: Scared gasping. Always priceless. Watching tennis? Easy. SFX: Scoring a point in tennis, crowd cheering. Playing tennis? Not sure. SFX: Not scoring a point in tennis, crowd disappointment. However, one night you’ll sleep funny. Waking up with a stiff neck, stuck facing the wrong direction. As you’re about to land the biggest client account of your career over lunch. SFX: Restaurant sounds begin and continue. And you try to take that first bite of carbonara with extra egg. You’ll suddenly realise.Your arms aren’t flexible enough to reach your mouth. SFX: Man struggling. Asking the client to spoon feed you was awkward. But, it’s the fact by the end of lunch. There was more carbonara on his expensive suit. SFX: Man frustrated. SFX: Man leaving. Than in your mouth. Leaving you knowing you’ll never hear from that client again. All because you’ve evolved to have. All SFX end. An owl neck. Thankfully the Blind Spot Information System in the Ford Focus has evolved to warn you when something is there. So your neck doesn’t have to.