One of these days, the people who write commercials that air on major Los Angeles radio stations will learn:
The opening line of a radio commercial is the commercial for the commercial.
It’s your one opportunity to grab the attention of the targeted listener.
Check out the opening line of this radio ad:
Would you like to guess how many times in the history of the world one person has said to another, “You know what I’m looking for? A place where the options are limitless!”
That opening line is, in a word, idiotic.
While it may not be possible for the commercial to get any worse, it certainly doesn’t get any better.
Unless the spot promotes The Amazing Jonathan, no competent copywriter would say “amazing” — “The amazing spa.” “The amazing selection.” “The amazing _____.”
“Golf course? Whaddaya mean?”
(SFX: HITTING GOLF BALL)
“Oh, now I understand! Thanks for explaining that mystifying phrase.”
Another mark of an amateur copywriter: Using the word “experience” as a verb:
“Experience excitement.”
Yeah, that’s great. You found a way to make the word “excitement” boring.
Y’know, we all should get into the casino business. Obviously they have money to waste, month after month after month.
Comments on this entry are closed.
“Get the best service available”. What does THAT mean? The copywriters have went the way of the DJ.
I rate that commercial average. But then, the average radio commercial is so bland that I can hear thousands of them without having a single thought about them or even awareness of them.
As a regional production hub for a HUGE radio company that will remain nameless but whose name is very clear, we get horrendous copy from LA regularly. The options are limtless.
wow it even has “world class entertainment”?!?—that’s hard to believe (he said sarcastically!)…yes every market no matter how big, or small, deserves better written copy. I think just about every cliche was used except for “limited time only”. Maybe that’s for spot #2!
I’d actually prefer my options to be limited. For example, I don’t want the option of being attacked by a knife-wielding grandmother because I “took her favorite slot machine”……
For all your copywriting needs, rely on Jerry’s copywriting service. We will not be undersold, plus we service what we sell. In business since 2009. Plenty of free parking.
So that’s where they have went…
…and with them has gone the English teachers.
Wow, what an inspiring message! I’m gonna go spend my kids’ college fund now!
My daughter’s high school English teacher recently asked her to “dumb down” some words in her term paper so she (the teacher!) could better understand her. I rest my case.
That’s what happens when you fire all of the copywriters.
Buy radio. BUY RADIO! But for goodness sake, have someone else write your commercial. The days of competent, full-service radio are gone (if they ever existed).
Irregardless of not having limitless choices, I wouldn’t want to avoid not experiencing it.
I’ve listened to that opening line 15 times. I swear it says, “Looking for a place where the options AREN’T limitless?”
Then again…people in their cars in rush hour traffic in a bustling city pay close enough attention to figure out what the annc means.
@Ethan: You’re right! I was so agog at the inanity of what they were trying to say that I missed the fact that they failed to say it.