UGLY DUCKLING

ClientVAUXHALL
Category A03. Durable Consumer Goods including Automotive
TitleUGLY DUCKLING
Product/ServiceOPEL ASTRA
Entrant MRM//McCANN MADRID, SPAIN
Idea Creation MRM//McCANN MADRID, SPAIN
Idea Creation 2 MCCANN MILTON KEYNES, UNITED KINGDOM
Production VETOR ZERO / LOBO São Paulo, BRAZIL
Production 2 MACH STUDIO Madrid, SPAIN
Production 3 COFFEE AND TV London, UNITED KINGDOM
Production 4 GLOBAL RADIO London, UNITED KINGDOM
Credits
Name Company Position
ADRIAN BOTAN McCann Worldwide Creative President
MIGUEL BEMFICA MRM//McCann Madrid Chief Creative Officer
VINCE MCSWEENEY McCann Milton Keynes Chief Creative Officer
EDUARDO BATTISTON MRM//McCann Madrid Executive Creative Director
RAFAEL MERINO MRM//McCann Madrid Head of art
NICK COOPER McCann Milton Keynes Executive Creative Director
CHRIS ROBERTSON McCann Birmingham Executive Creative Director
ALBERTO ESPEJA MRM//McCann Madrid Senior Copywrtiter
JOE IVORY McCann Birmingham Senior Copywriter
JAMIE BUCKINGHAM McCann Brimingham Senior Art Director
PABLO CAMARERO MRM//McCann Madrid Art Director
RAFAEL MERINO Mach Studio Director
VICTOR LLORENTE Mach Studio Director
RAFAEL MERINO Mach Studio Art Director
VICTOR LLORENTE Mach Studio Technical Director
PABLO CAMARERO Mach Studio Art Director
ALVARO REBOLLO Mach Studio Vfx Director
BEATRIZ ORELLANA Mach Studio Modelling & Look Dev
JOSE ANTONIO MARTIN Mach Studio Rigger
CHRISTIAN DAN Mach Studio Animator
JUSTIN SANDERS Global Radio Producer
DAVE BUSH Global Radio Editor

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Campaign: Our campaign tells 3 very famous fairy tales in a very different way: backwards. Starting with a happy ending, things rapidly get worse until we’re back to more humble beginnings – and beyond. It’s all to demonstrate that when things happen in reverse (like when you reverse a car) there’s not always a happy ending. Which is why the Vauxhall Astra comes with a reverse camera as standard…

Cultural / Context information for the jury

The campaign was aired in the UK to coincide with ‘Panto Season’ – a part of the year when traditional fairy tales are performed in theatres in ‘pantomimes’. They’re typically overblown, colourful, flamboyant versions of well-known stories that often play with storylines and structure – which is why we’ve taken the same approach in our ads.

Script. Provide the full radio advert script in English.

This radio advert is a very different version of the classic fairy tale, The Ugly Duckling. It’s different because it tells the story backwards. We start with a beautiful swan and watch things…well, you’ll see. It’s all to show that when things go backwards (like when you reverse a car) there isn’t always a happy ending. Which is exactly why the Vauxhall Astra has a reverse camera as standard…