Here’s a nice promo written by Rogers Radio Toronto’s Dave Calvert and produced by Chris Pottage.
I like the spot, and I think it could be even better with a lighter hand on the sound effects.
Specifically:
“…and thank you in a dozen interesting ways” doesn’t need the orgasmic SFX afterward. We understand what the announcer is implying. Adding sounds that “explain” to us what we already know weakens the impact.
Demonstrating “shrieking, swooning friends” is even less helpful. That phrase doesn’t “imply” anything; it states it outright. Because we don’t need any help understanding “shrieking, swooning friends,” the addition of the SFX that follow it actually slows down the spot.
On the other hand, the “Oh my God!” sounds that follow “that you can hand over to your woman” illustrate her reaction humorously without first giving them a verbal definition. (The announcer doesn’t say anything about the woman reacting. He says “that you can hand over to your woman,” and then we hear her react.)
Chris’ reaction to the above comments:
I produced a few different variations of the promo.
That version with the drops including the excited women seemed to have the best flow & rhythm to it — and the sex SFX were a cheap/easy laugh which was well received by our target.
The version without any of the drops seemed flat comparatively.
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I think dan’s POV vs chris’s is more of a american vs canadian mentality.
I agree with the drops, as it’s more of a canadian feel, and takes it delightfully over the top, countering the rather animated VO read with lots of color.
As much as we copy the americans in a lot of ways, we have own style. I’m sure an american TV network ripping off rick mercer’s “Talking to American’s” called “talking to canadians” just wouldn’t work for them. It’s uniquely…canadian.
Americans in a lot of ways are more conservative then canadians, and I can see the drops would be bordering on risque in some US stations.
It’s got a nice “I am Canadian” feel towards and is well produced. who’s the VO talent? I’ve heard him before, I believe on a spot for the boardgame “mindtrap” some years ago.
I agree with Chris. Dan does have a point that the added sfx aren’t necessary, but I think they make the spot “pop”.
Without them, its boring.