Buried somewhere within this mess is a radio commercial copywriting technique that I teach during my annual Radio Copywriting Masters class.
First, the radio ad:
The quickstart copywriting technique I teach is something I call Transitional Trivia. It’s a surprisingly easy way to discover new ad campaign ideas by using random trivia.
(For the serious copywriting enthusiasts reading this, it’s my version of a brilliant idea by the late Gary Halbert.)
But in this inane, money wasting commercial, the trivial fact (“the earth is 25,000 miles around”) is buried amidst the overuse of words and sounds, and the connection to the intended sales message is buried along with it.
Did you notice how you had trouble paying attention to the entire advertisement? Imagine the impact on the typical radio listener who does NOT stop everything in order to listen closely to a commercial.
Presumably some Southern California Mini Cooper dealer has an in-law with an ad agency….