One of my favorite sessions from the International Radio Creative & Production Summits was entitled “SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.”
Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch’s many advertising successes — some well-known, others less so.
One great success was for Carlsberg Beer, but only after they figured out how to solve a problem:
The ad agency insisted they use the line, “Don’t touch my Carlsberg!”
As Dick explained, it wasn’t easy to find a way to use that line in a manner that didn’t sound overly aggressive.
But they managed to overcome that obstacle, as you’ll hear in this spot (featuring Tom Poston along with Dick).
When doing a comedy radio commercial, it’s important to build to a payoff at the end. Notice how this one does just that.