JACK & THE BEANSTALK

Short List
ClientVAUXHALL
Category A03. Durable Consumer Goods including Automotive
TitleJACK & THE BEANSTALK
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
MARTIN ALLAN Coffee & TV Head of CGI
JONNY GREW Coffee & TV Senior Animator
JOSH GEORGE Coffee & TV Senior Artist
ADAM LINDSAY Coffee & TV CGI Artist
ADRIAN RUSSEL Coffee & TV CGI Artist
AMY HEYES Coffee & TV Junior CG Artist
STEVE WAUGH Coffee & TV Head of Design
CHARLOTTE HOPKINS Velocity Agency Producer/Production Director
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.

Our radio advert tells the classic fairytale, Jack And The Beanstalk. But it tells it backwards. So we see Jack take a journey from being a wealthy man all the way back to his humble beginnings – and beyond. So rather than kill the giant, he brings him back to life. Rather than steal the goose that lays the golden eggs, he returns it to its rightful owner. And rather than climb the beanstalk, he slides down it – then swaps the