Here’s the third in our Trilogy o’ Terrible Radio Advertising.
As with the commercials we critiqued on Monday and on Tuesday, this one aired on September 1:
I’m not playing the rest of the ad, because it’s an endorsement spot read by one of the station’s jocks, and there’s no point in embarrassing him.
But in Los Angeles — especially this year, with its record-breaking heat — “Summer is here” is not news. It officially arrived more than two months ago.
It was 102 degrees in my neighborhood when that “good news” spot was played.
“Some really good news” would be, “Summer is OVER!”
But it’s neither here nor is it news.
If you begin your radio commercial with a declaration that makes you sound stupid and out of touch with your audience, there’s no hope of getting your sales message delivered to your target audience.