CATEGORY: Funny Radio
1. Is it funny?
2. Is it funny the 10th time the listener
3. Is it funny the 30th time?
4. Does the comedy revolve around someone's
need for the product or service?
5. Does it have an internal logic?
(Do the characters' actions make sense within the reality you
6. When listeners remember the comic storyline,
will they remember the product/service being advertised?
7. Does the humor come from human behavior...or
does it merely come from jokes?
8. Do the performers treat their characters
with respect....or are they laughing at them?
9. Is there a "Key Moment"
that repeat listeners can look forward to?
10. Does that key moment come at or very
near the end of the spot? (It should.)
11. Does it feature carbon copy situations
and predictable characterizations?
12. Is there a "delightful surprise"?
13. Is there a smooth build-up of comic
14. Is there some sort of conflict to drive
15. Does it rely on a catch phrase made
popular by some other media message (e.g., commercial, print
ad, movie, tv show)? (If so, it's likely to reinforce the original
media message, not your commercial message.)
16. Do your characters sound real, or do
they sound like disc jockeys or actors?
17. Do your characters listen and react
to each other....or do they simply deliver their lines independently?
18. Does the humor accurately reflect
the image the advertiser wants to project?
19. Does the humor come from production
tricks or from human behavior? (Production tricks entertain production
engineers, not listeners.)
20. Is the commercial trying to be funny....or
is it trying to motivate the listener to act?
Excerpted from Dan O'Day's How
To Create Maximum Impact Radio Advertising.