First, the commercial, as it aired on a large Los Angeles radio station.
A radio advertisement‘s opening line is the commercial for the commercial. It sets the stage for the story.
So what’s the story of this commercial?
After opening with a name that only the guy’s friends, family and acquaintances can decipher, the guy says:
“Last year our company sold more cars than we’ve ever sold before!”
Never mind that the truth of that claim might be due to the company’s having acquired additional dealerships. Who in the audience really wants to hear a 60-second story about how successful a car dealer claims to be?
Is this actually the story of how the listener can get an incredible price deal on a car?
Or does the story center on 2 years of free oil & filter changes?
Is the real story the availability of 0% financing on every used car?
I love the declaration that they’ve “literally lowered the price” on their used vehicles. The only way I can think of where that would be true is if they placed the price stickers lower on the cars themselves.
And just when we think it can’t get any worse: Cue the 1950s-style radio announcer to remind listeners that the dealership is “conveniently located” miles away from most of the Los Angeles radio audience.
They give two Calls To Action, one of which is to call them. (Because so many people want to call a car dealer after hearing a radio commercial.)
The second Call To Action apparently has the audio equivalent of an asterisk:
“Visit Galpin.com…on approved credit.”
So….After listening to that commercial, what would you say is the story it’s trying to tell?