The Financial Times innovative new “FT Weekend – smart but casual” radio advert has been awarded the ‘most creative ad of Q1 2011’ by the Radio Advertising Bureau (RAB).

The Aerial Awards celebrate creativity and innovation within the radio advertising industry, and commended the FT for “its effective use of music to tell the story”.

The judges commented: “The FT took a well known piece of classical music and gave it a subtle jazz twist, to demonstrate how the FT took a more relaxed view at the weekend, without compromising quality. The tone was intelligent and measured, which needed minimum use of a voice over to support the message.”

To listen to the advert please click here.