Why radio is so boring #2

Seth Stevenson adds: The Clio award presenter offered an excellent alternative theory: Radio ads are really difficult to excel at. "Making a radio ad," he said, "is like trying to hide on a squash court. There are no visuals you can fall back on, and you're at your most exposed as a writer." The big radio winner last night? Bud Light's "Real Men of Genius" campaign (which has been running since 1999 and also has a television component). This salute to everyday heroes (such as "Mr. Jean Shorts Wearer," "Mr. 80 SPF Sunblock Wearer," and "Mr. Backyard Bug Zapper Inventor") was termed a "radio juggernaut" by the presenter, who also wondered if it might be "the most successful radio campaign in history."