Spot light #29: First radio commercial

An interesting story behind a quaint commercial from the days when a radio commercial was not allowed to be commercial.

Spot light #28: Home Office (UK)

A good idea that could have been much better. I like the idea of 'advertising' your valuables. Don't like the way it ends.

Spot light #27: Cambodia Social Advertising

More proof that radio works. And how. more proof that brand builders don't. And how? By ignoring radio.

Spot light #26: National AIDS Trust

Great sound work. A simple, simple product demonstration that works really, really well on radio. Enough said.

Spot light #25: Kaan Awards

Why do Indian advertisers care so little for radio? I've been scouring the net for anything, something worthwhile to showcase from Indian radio adverts only to come up with not much more than this little nugget of a name that Radio Mirchi has for an award show that honours excellence in radio advertising. Pity they haven't thought it important enough to put up a little website to showcase the work.

Spot light #24: Anheuser-Busch

Damn, it must be hard being a judge for a great advertising competition like the One show. Listen to this awesome spot that's just one of the many great radio adverts on the site. You be the judge. It's a great job. Guess somebody's got to do it.

Spot light #23: National thoroughbred Racing

Great script. Good voiceover. Not so good sign-off. Good enough for a one-show? Hmm. I'm not so sure. I'm not sure it's such an original idea. The writing though is outstanding.

Spot light #22: Prostate Cancer Charity

An interesting way to deal with a prickly problem. Especially, the sign off. Off you go.

Help.

What to do when you've got a radio brief? Well, apart from coming here for inspiration, you might also want to go here.

Spot light #21: Covenant house

Listen carefully. If you ask me, I think this one's better than the spot that took top honours. You're right, nobody asked me.

Spot light #20: Miller Lite

Funny? Very. Writing? Good. Very. Voiceover? Earnest, appropriate. Very. Entertaining? Very. My favourite line in the spot: I will not stop to smell the roses. Unless the roses are beers and grow on stalks of salted pretzel sticks.

Spot light #19: The Chrysler Voyager

Didn't someone copy this radio commercial in India? A very original idea that sounds very familiar.

Spot light #18: Las Vegas Convention and Visitors Authority

Lovely, lovely voiceover acting. Lovely. With voiceovers like this, who needs visuals? Lovely. Dude, I think you already said that...like, 3 times. Did I? Ah well, must be the voices inside my head. Hear, hear!

Spot light #17: 92.5 Jack FM

A very unique way to showcase a frequency using the same things that everyone else uses. Check out Jack's Superband. But before you do, try and guess what the spot might be like from the name of the spot: Jack's Superband. Now, now, no cheating. Give up?

Spot light #16: Brainco ad school

They could have done so much more with this product. This spot just goes to prove that the people who give you great radio can also give you very bad radio. Whoever wrote this one comes across, to me, as a bit too smart for his own good (and I'm sure it's a guy, you can just tell by the way it's written). Listen to it one and tell me what you think? I think it's trying just a bit too hard to be funny.

Spot light #15: Bikes USA

It takes a client with balls to approve a spot like this. It takes a client with a sense of humour to approve a spot like this. It takes a client unlike most other clients to approve a spot like this. Which makes me wonder, is this client for real? Nice writing. Spare execution. Often, that's all it takes to do a good radio spot. And that's probably why most copywriters don't like doing it. I mean, where's the hype?

Spot light #14: V-day

The thing I found most interesting about this spot is that it tells you to shop naked for the product it's peddling. I think a bigger idea was lost somewhere in the pursuit of an easier idea. Think about it.

Spot light #13: Listerine mouths on

A pretty ordinary script, I think, taken to the next level by good voiceover technique and not much more. Smile-inducing and like a breath of fresh air. Is it easy doing radio for mouthwash?

Radio saydio #6

Some people think radio is the most difficult medium to write for. Sometimes, I think it's the easiest. If you prefer doing most of your work alone, you'll love radio.