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MONDAY RADIO COMMERCIAL SMACKDOWN: Just When You Thought Commercial Copywriting Couldn’t Get Worse…

radio advertising wii radio commercial

You don’t need to know much about advertising copywriting to know that you don’t begin a radio commercial with the product’s price. I’m talking about the first words of the commercial.

Possible exception: When the “story” of the radio spot somehow revolves around the price.

Unfortunately, that’s not the case in this commercial broadcast on a major Los Angeles radio station:

I know what you’re thinking: The mention of “MSRP” at the beginning of the ad was their attempt to get the “fine print” out of the way. Sorry, no. The MSRP fine print is included — in more detail — at the end of the radio commercial, too.

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  • scott snailham May 30, 2011, 6:55 am

    The bigger question is why someone is advertising this Wii bundle in the first place, implying there is something special about the price point? It’s MSRP…..Manufactured Suggested Retailed Price..and sure enough, even here in Canada, where our dollar is floating around par, the Future Shop website is selling the same bundle for $149.95.

    I’m guessing other US retailers are also selling the bundle at the same price, so you can get it almost anywhere?

    Gamers are very price aware. They mod their game consoles to be able to play with burned CD/DVDs, often buy or trade old games for newer games because they can’t afford them new. It makes sense to focus on a price point right off the top with their attention span.

    But why focus on a product gamers should be able to get anywhere at the advertised price? I would expect them to do some amount of shopping around to get the best price they can.

    Is there more to the spot?

  • Dave Golterman June 2, 2011, 3:43 am

    I heard a national ad yesterday during a CBS Radio newscast for “the only NON-TOXIC product that KILLS and repels bedbugs”. I thought it was odd hearing non-toxic and kills in the same sentence!

  • Chris Pollard July 18, 2011, 6:13 am

    Non-toxic generally refers to humans when dealing with insecticides. Because we want it to kill the bugs … and not the people trying to get rid of them. But I get what you’re saying … bit of an odd line.

  • Jason July 18, 2011, 11:06 pm

    YAY! to copywriters cranking out that kind of action.


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