Here’s another radio commercial honored as “best of the best” finalist in the 2007 Radio Mercury Awards.
They give interesting trivia about the animals, but they do nothing to sell the experience.
There is no picture or impression in your mind of having taken your kids to this aquarium to see those or any other animals.
It’s a radio commercial that’s interesting to listen to.
I’m sure the aquarium people liked it.
The awards exposure probably helped the agency land more clients.
But there’s no way this commercial increased attendance at the aquarium.
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1) Sounded to me like a rough draft of a series. Each one of those animal facts was interesting enough to catch my attention and humorous enough to elicit a smile, but three in a row with no point in sight was just too much. What’s the pitch, already? This could have been a series of three :15 spots…
2) “Plush models are available in the aquarium gift shop.” What aquarium? You haven’t even mentioned the aquarium yet!
3) Six seconds of empty BG SFX at the end — and it’s only a :54 spot?
My 2 cents.
as radio, I agree. Video or tv maybe not. Sat morning children’s show with video and their attention might be captured. Good imagery to see and hear at once.
Dan you’re right…It sets itself up for a conclusion it never fulfills. It reminds me of a guy in S. Cal. when I was surfing, and what looked like a great wave ended up being nothing: He said it was like someone who made you a birthday cake and then blew out the candles for you!…not much fun.
Oh my, ..
No wonder so many people say radio doesn’t work. Why should it when this is the “best” radio offers? The people who wrote, bought, and awarded this spot should be arrested and imprisoned for impersonating advertising professionals.
That is awful – I don’t even know where to begin….
In all my amateur days I don’t think I’ve written anything so appalling.
No feeling whatsoever…. and by the way visit the Animal Planet exhibit… SURE why not? Got nothing else to do and I’m sure they have ample secure free parking too!