Once again I find myself needing to point out:
In a radio commercial, the picture you paint in the listener’s mind is what that listener will remember.
Here’s the commercial.
They devoted the first 16 seconds (53%) of that advertisement to something that has nothing to do with and does nothing to help sell what this radio commercial is trying to sell.
This radio spot is bad from every angle.
As a story: Um…So how would the honey badger react while being told the details of Kohl’s store rewards, which were time consuming and tedious?
As a picture: I’m embarrassed to admit I don’t know what a honey badger is, much less what one looks like. Obviously I don’t get out enough.
So as a listener, I picture some ill-defined, snarling rodent-like creature. (Yeah, I’ve since looked it up and learned it’s not a rodent.)
You, however, know exactly what a honey badger looks like.
So you pictured something close to the above illustration, right?
In a radio commercial, the pictures carry the story. The words carry the fine print.
This particular radio advertisement for Kohl’s? Well, it did indirectly educate some of us about honey badgers.