This radio commercial has two major flaws. Can you spot them?
The biggest problem: If after hearing that commercial you picture only one thing, that one thing isn’t Children’s Hospital Los Angeles. It’s not a children’s hospital. It’s not even a hospital.
If you picture only one thing, you picture those children in pre-school, singing their A-B-C’s. Too bad this isn’t a commercial for a pre-school.
If you picture anything else, it’s a copy of U.S. News and World Report.
Here comes the clue train.
In a radio commercial, the picture you paint in the listener’s mind is what the listener will remember about your ad.
Oh, the other Big Dumb Thing is their Call To Action: “To learn more, visit CHLA.org.”
Umm….To learn more about…what? To learn more about your hospital? Your award?
On the other hand, this radio spot accomplished the client’s most likely goal: to brag about its award. (Take that, UCLA Medical Center!)
