Daddy! Daddy! Look At Me!

A three-word script that manages to convey an accurate and shocking message.

• Kfir Peretz

• Art Director

• McCann Tel Aviv

Is simple and effective.

• Eldar Yusupov

• Planner

• McCann Tel Aviv

It's rare to come across a work which, using only four different words, grips so completely and affects the listener so thoroughly. It is compelling, and a compelling reminder that the tightest of constraints can produce excellence, and simplicity is a true superpower.

• Rishi Dastidar

• Head of Brand Language

• BrandPie Limited

Only four words are enough to tell a story you will never forget. Sometimes pure reality is the most powerful kind of advertising.

• Heiko Freyland

• Executive Creative Director

• Independent Creative

Ernest Hemingway once said he could tell a story in six words. Swim Ireland did it in five. The emotional intelligence in this radio spot is outstanding, and the fact that such a gut punch can be delivered from a handful of words makes this piece truly exceptional. They say radio is a dying art form. Let this change your mind.

• Olivia Downing

• Copywriter

• TBWA\Manchester