Almost exactly one year ago I critiqued a Cedars Sinai Hospital radio commercial.
The first 22 seconds were excellent. The remaining 38 seconds were…very not excellent.
Here’s another advertisement for the same hospital. Voiced by the same person. Probably written by the same person…who appears to be improving.
Unlike last year’s spot, this one doesn’t desert the targeted listener.
It provides good examples of Pacing & Leading and of Presupposition, both of which are among my Hypnotic Advertising techniques.
So….Is their advertising really improving? Or did they (and we, the audience) just get lucky this time?
I’m hoping this spot is the result not of luck but of improved skill.
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I agree, really nice job on this ad. Great imagery, and I always love the use of SFX to help set the scene. It’s so descriptive and well-written that I almost wonder if the copywriter was writing from personal experience, or did a great job of making it sound that way. Looks like they had a few seconds to work with at the end. Perhaps they should’ve ended with some clever “guarantee” … “If we can’t help ease your shoulder pain, we’ll come wash your hair for you.” 🙂