Air Your Briefs: First challenge – Create a radio campaign to advertise driverless cars

The Drum is to call on creatives to Air Your Briefs – a competition which will set them a challenge to create radio adverts as part of an overall ambition to promote the power of radio as an advertising medium.

The regular radio edition of The Drum's popular creative contest, known as Tight Briefs, will be run in association with the Radio Advertising Bureau (RAB), with the industry set to be challenged to come up with quick-fire radio ads in response to hypothetical briefs.

The entries will be aired online and readers will vote for the winners, who will then be in the running to pick up some extra special Air Your Briefs prizes.

To begin the competition, and since automotive brands were keen to show off their latest innovations at last week's Consumer Electronics Show, the first brief will be to create a campaign to advertise driverless cars.

With everyone from Mercedes, to Hyundai and Audi getting in on the act, automated vehicles are set to hit the streets soon, but can you produce a radio ad to sell the concept?

To participate all you have to do is send your ads (in any audio format) over to or tweet them to @thedrum using the hashtag #AirYourBriefs before 5pm on Thursday 15 January.

And if you’d like your scripts to be heard but need a little help bringing them to life, the RAB has handily launched the Aerials EarApp which simplifies the process of making radio demos. You can download it for free from the app store now.

Good luck!

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