Solomon Grundy radio advert earns a gold for Raleys

A Barnsley personal injury firm has won a prestigious international advertising award for its first radio campaign.

Seven-partner Raleys was awarded a gold medal at the New York international advertising awards last month.

The other three gold medals went to Budweiser beer.

The six adverts, devised by the Hull-based Word of Mouth advertising agency, were updated versions of the cautionary tale of 'Solomon Grundy'.

The stories were made relevant to the firm's services: in one commercial, Solomon has a infected boil on his behind, which causes a medical problem and leads to him launching a clinical negligence suit with, of course, the help of Raleys.

Partner Jim Gladman said: 'We wanted to present a more approachable image to the public, and we found that humorous adverts tend to stick in people's memories.'

Raleys has never before run a radio campaign and gave carte blanche to the agency to develop a 'light-hearted' campaign.

Mr Gladman said the response had been 'very positive'.

Victoria MacCallum