Time for another look at award winning radio commercials — spotlighting the good and the bad from the 2007 Radio Mercury Awards
This one was a finalist in the “PSA” category.
SPOILER ALERT: I strongly advise you listen to this spot now without first reading anything else on this page.
That’s a very interesting, unexpected approach.
Excellent use of storytelling — not just the surprise but the way you slowly were led to it. You thought you knew what was going on until that “huh?” moment threw you…and then the new mystery was resolved.
In its own way, this spot — created by Basecamp Advertising/Phillips Ramsey — is a 60-second version of the structure employed in the film, THE SIXTH SENSE.
The only problem with this radio spot is a big one: There is no real Call To Action.
Yes, it grabs and keeps your attention.
Yes, it’s dramatic.
Yes, it’s well constructed.
But no one is going to call the toll-free number for more information.
I don’t blame the producers of this spot. I’m sure the American Heart Association simply didn’t give them a true, active goal.
“To raise awareness.” Maybe decades ago, when Americans first were told about “the silent killer.” But the dangers of a blood clot blocking an artery or blood vessel now are part of the cultural vernacular.
Yes, of course not everyone is aware…or as aware as they should be.
But neither the people who “already knew that” nor the “I didn’t know that” folks are going to call that toll-free number for more information.
This campaign attracted positive attention for the advertiser, which I’m sure they enjoyed. It’s an admirable creative work.
But the advertiser needed to provide the agency with a realistic way for affected to listeners to act on the message.
Like what?
Like an easy to remember Web page where you can download “10 Ways To Know If You Or A Loved One Is Having A Stroke.”
Or “What To Do If You Think You Might Be Having A Stroke.”
Something.
But this advertiser had nothing except the desire to “spread the word” rather than influence behavior.
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Another case of a government agency that has an advertising budget that must be spent… on something… maybe a reminder… yeah that’s probably good… right?