RadioMercuryAwards375

Motel 6 and its agency, The Richards Group, captured the Best Creative Radio Spot – General Market, produced by an agency production company or advertiser, for their Motel 6 Feet Apart spot at the 2020 Radio Mercury Awards held virtually Tuesday night. Alpha Media won Best Creative Radio Spot – General Market, produced by a radio station or group, for its Disco Colonoscopy spot for Kansas Medical Clinic. And Casanova//McCann won Best Creative Radio Spot – Nongeneral Market for its Muleta spot for Covered California.

The annual awards, the only competition exclusively devoted to radio commercial creative, have traditionally been held in June in New York City. Organizers in late March pushed back the awards competition to Oct. 6 first at Sony Hall in New York City, before making them an online event for the first time ever.

“The innovation and creativity that we heard with this year’s winning audio truly impressed the jury,” said Robin Fitzgerald, Chief Creative Officer, BBDO Atlanta, and Chief Judge for the 2020 awards. “From at-home recording to using bots as talent, these winners showcased what it means to convey a brand’s message in a way that is both storytelling and story-doing.”

This year’s competition also pivoted “to recognize this moment in time,” Fitzgerald, said in June.

The awards presentation “reflects the power of radio creative and its ability to deliver for listeners and advertisers,” said Erica Farber, President and CEO of the Radio Advertising Bureau, and chair of the Radio Creative Fund. “Despite these unprecedented times, the Radio Mercury Awards winners continued to bring their all to this year’s awards and pushed the medium forward.”

The virtual presentation, produced by the RAB and hosted by Farber and Fitzgerald, featured this year’s final round jury, who served as presenters for the awards and included: Gary Du Toit, VP, creative director, BBDO New York; Kevin Jones, creative director, Wieden + Kennedy Portland; Zoe Kessler, creative director, Grey New York; John Matejczyk, co-founder, MUH-TAY-ZIK/HOF-FER San Francisco; Andrés Ordóñez, chief creative officer, FCB Chicago; Alejandro Ortiz, freelance VP and creative director; Sherman Winfield, executive creative director, VMLY&R Atlanta.

Finalists and attendees from across the country celebrated this year’s winners virtually. They included creative, radio and advertising leaders, along with students, families, friends and colleagues.

Below is the list of the winning spots. To listen to all the awarded work, click here. For an encore viewing of the event, click here.

Best Creative Radio Spot – General Market, Agency/Production Company/Advertiser-Produced

Motel 6 Feet Apart

Motel 6

The Richards Group

Best Creative Radio Spot- General Market, Radio Station/Group-Produced

Disco Colonoscopy

Kansas Medical Clinic

Alpha Media

Best Creative Radio Spot - Nongeneral Market, Agency/Production Company/Advertiser/Radio Station/Radio Group-Produced

Muleta

Covered California

Casanova//McCann

Best Brand Action Spot

Extra Dedications

Extra Gum, Mars Inc.

Energy BBDO

Best Spot for a Cause – Agency/Production Company-Produced

Whatever Gets You Talking

Seize the Awkward

The Ad Council and Droga5

Best Spot for a Cause – Radio Station/Group-Produced

Black Voices of Humboldt County #2

In-House PSA

Lost Coast Communications Inc.

Best Use of Humor in a Spot

Daa Tadaa Birthdaaa

Progressive Insurance

Arnold Worldwide

Best DIY Radio Spot

It is Okay

Colorado Broadcasters Association

Sukle Advertising

Best Use of Audio

Radio Recliner

Bridge Senior Living

Luckie

Best Use of Sound/Music

Sometimes

Pittsburgh Guitars

Garrison Hughes

Best Radio Station/Group Promotional Spot

We Don’t Want To See Your Face

Cumulus Media/KQRS

Cumulus Media

Best Student Radio Script

Careless Whisper

Florida International University and Miami Ad School

Maria Diaz