AMERICAN HIGHLIGHTS

When I was taught how to write radio ads by the clever Martyn Healy, the patient and brilliant Paul Renhard, and the inspirational Mike Bersin, they taught me the secret. Here it is, for free:
1. Discover “who we’re talking to” (people who want an entertaining breakfast show with the chance to win some cash).
2. Discover “what we want them to do” (listen to Chris Tarrant on Capital).
3. Discover “why they should do it” (because they could win £1,000).
4. Demonstrate this reason in a memorable way.



This clip contains three ads, based on the answers above. Feel free to press stop when the repetition begins to get a little annoying:






Chris Tarrant - Capital Radio


Yes, it’s very 1980s. But, successful? Did it communicate that you could win stuff and that the programme was entertaining? Were you left in any doubt about the radio station name, the frequency, the presenter, or the offer?

Compare with this:




Capital 95.8 FM

Three or four clips of music, over which is a rushed confusing story which doesn’t feature any radio personality or anything to convey it’s a radio station, and then three seconds of a radio station logo at the end. There are many such examples - some (for a former employer of mine) featuring dogs as well.







An admittedly amusing ad, which never failed to raise a giggle when played in front of clients. It was promoting a brand new radio station in the mid 1990s, Magic 105.4. Except the word ‘radio’ isn’t used once; the logo and frequency are two seconds at the end, and much though I love the creative in this ad, you really have to ask whether it conveys why you should tune over from Simon Bates on Radio 1.









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