RYAN & SUZIE

Short List
ClientDEXCOM
Category C03. Script
TitleRYAN & SUZIE
Product/ServiceDEXCOM G6
Entrant McCANN BIRMINGHAM, UNITED KINGDOM
Idea Creation McCANN BIRMINGHAM, UNITED KINGDOM
Production RORSCHACH RADIO London, UNITED KINGDOM
Credits
Name Company Position
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.