| Title | RYAN & SUZIE |
| Brand | DEXCOM |
| Product/Service | DEXCOM G6 |
| Category |
C03. Script |
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Entrant
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McCANN BIRMINGHAM, UNITED KINGDOM
|
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Idea Creation
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McCANN BIRMINGHAM, UNITED KINGDOM
|
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Production
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RORSCHACH RADIO London, UNITED KINGDOM
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Credits
| Vince McSweeney |
McCann Birmingham |
Chief Creative Officer |
| Chris Robertson |
McCann Birmingham |
Executive Creative Director |
| Joe Ivory |
McCann Birmingham |
Senior Copywriter |
| Jamie Buckingham |
McCann Birmingham |
Senior Art Director |
| Pam Myers |
Rorschach |
Producer |
| Tim Lofts |
Rorschach |
Engineer |
View Script
Write a short summary of what happens in the radio advert
People with diabetes have to regularly check their blood by pricking their finger with a needle around 4,000 times every year. They hate it. But with the Dexcom G6, those days are over. It monitors blood without any needles at all. That means no more pricks. Our ads highlight this massively important product feature by focusing on the fact that in English, there are two types of annoying prick. A very British voice tells us that because there are so many of one type, we made a diabetes monitoring system without the other type.
Cultural/Context information for the jury
In English, a ‘prick’ can mean making a hole with a sharp point – like when someone with diabetes uses a needle to test blood. It is also an insult. ‘Prick’ is something you call an obnoxious, unpleasant and annoying person. In the UK, where these ads ran, it’s a word with strong, divisive impact. In fact, it is banned by mainstream radio stations – which is why we found alternative outlets for our work: Spotify and digital radio stations.
Script
MVO On October 11th, 2017, after returning from a package holiday in Thailand, @RYANANDSUZIEGLOBALTRAVELLERS wrote:
Throwback to that time we met a dolphin in Koh Samui
hashtag travel
hashtag wanderers
hashtag fearless explorers
hashtag intoxicated by travel
hashtag love
hashtag dolphin
hashtag animal lover
hashtag blowhole
hashtag love is everything
hashtag get your beach on
hashtag sand
hashtag couples that travel
hashtag pic of the day
hashtag beach bod
hashtag hotties
hashtag I love Ryan
hashtag I love Suzie
hashtag eternal
hashtag love our life together
The world is already full of pricks. So we made a glucose monitoring system for diabetics that doesn’t have any. The Dexcom G6. No needles. No pricks.