Click on the “play” button, turn away from your computer, and c’mon back when this commercial is finished.
Can you remember any of it?
Can you understand any of it?
The voice over talent, however, did make a valiant effort with that terrible copy.
RADIO COMMERCIAL SMACKDOWN: Twizzlers Induce Amnesia
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All I remember is the word “Twizzlers” used over and over and over. And too many calls to action that are unintelligible.
Well being from Australia i have no idea what a twizler is , so ????
Nothing wrong with the read really. The talent sounds great. The copy isn’t really that half bad. The problem is that you’re trying to cram what really should be a :60 spot into a :30.
I would think that if anything it will encourage people to hit the twizzlers.com website for the “what the hell was that?” factor to try to figure out what is going on. Assuming people are that curious to begin with.
I got the twizzlers.com website and 7 eleven out of that spot. The rest is a blur and I was paying attention. I wonder what someone driving down the highway, radio on in the car, with background noise and that annoying driver next to them honking on his car because it’s gridlock on the street or highway would actually retain?
Just another cocktail of poison dumped on the gullible.
Twizzlers blah blah blah Twizzlers, blah blahTwizzlers blah blah 7-11Twizzlers, 1.99 dot com. This makes more sense on paper than the audio did in my ears. @snailham was right, would have made a much better 60, and you could have at least had time to make it a creative memorable spot.
Had to do a similar version myself as did all the air staff. It’s agency copy that cannot be changed in any way. Same agency also wants a text message sent by air talent at the beginning of any Twizzlers remote.
Listeners deserve a whole more than this sample, along with the million other commercials airing right now.. No radio station wants to take a hit in the pocket book by being brave enough to send the dreck copy back to the agency. Listeners have the ultimate choice of punching the button and finding something relevant to them to listen to…..surprise. When we starting giving a care, maybe the listeners will.
so whats a Twizzler ????
To Mike I……
Any Commerical radio station can be in a difficult position. You want to attract listeners to sell that audience to advertisers, while at the same time you don’t want to turn off your listeners with too many Commericals or anything else that might turn them off. You also have to program for the masses to make sure the advertisers get the most bang for their buck. It’s a challenge.
No station wants to say no to revenue. That’s the business side of things. I can understand that, but you’re right, listeners deserve better then having that crap in their ears in heavy rotation.
If anything in this case, the agency should be the one to know better, not the station, not the client. Until they also start caring about their creative more instead of focusing on a few awards that they come by which to me is more of a industry pat on the back versus potentially being effective creative, it’s an uphill battle.
Unfortunately after 20 some years in teeny weeny small market radio I can agree that the rule of 60 seconds of copy inside 30 (or less) seconds of airtime is the rule; rarely is there an exception. I’ve subscribed to Dan O’day’s dailies and weeklys for a few years. I now know a lot about how to do better but still have a LOT of trouble convincing others. Any suggestions? Note to Pete: A twizzler is a licorice twist that begs for ad copy to convince the consumer it’s actually food!
i dozed off, and came back to a 7-11 spot!?