October, 1996:
The month began with a trip to Appleton, Wisconsin, where I conducted a full-day radio programming seminar for the Wisconsin Broadcasters Association.
I flew from L.A. to Chicago, then changed to a very small jet for the brief flight to Appleton. Seated next to me was an Australian chap who, judging from his aroma, apparently hadn’t had an opportunity to bathe for several weeks.
Coincidentally, my return flight from Chicago to L.A. was highlighted by two very loud drunks across the aisle from me. Australians, both of them.
This, by the way, is the way New Zealanders say all Aussies are.
I refuse to take sides. In the battle between Australia and New Zealand, I’m Switzerland.
Here’s a nice promo written by Rogers Radio Toronto’s Dave Calvert and produced by Chris Pottage.
I like the spot, and I think it could be even better with a lighter hand on the sound effects.
Specifically:
“…and thank you in a dozen interesting ways” doesn’t need the orgasmic SFX afterward. We understand what the announcer is implying. Adding sounds that “explain” to us what we already know weakens the impact.
Demonstrating “shrieking, swooning friends” is even less helpful. That phrase doesn’t “imply” anything; it states it outright. Because we don’t need any help understanding “shrieking, swooning friends,” the addition of the SFX that follow it actually slows down the spot.
On the other hand, the “Oh my God!” sounds that follow “that you can hand over to your woman” illustrate her reaction humorously without first giving them a verbal definition. (The announcer doesn’t say anything about the woman reacting. He says “that you can hand over to your woman,” and then we hear her react.)
Chris’ reaction to the above comments:
I produced a few different variations of the promo.
That version with the drops including the excited women seemed to have the best flow & rhythm to it — and the sex SFX were a cheap/easy laugh which was well received by our target.
The version without any of the drops seemed flat comparatively.
(Sixth in a series)
A Loyal Reader Asks:
“How can you teach young jocks to ‘be real’ — to break out of the ‘I’m a DJ’ persona and become communicators?”
Have them critique their own airchecks.
Have the jock bring all of her airchecks from the previous week; you then pick one at random.
She critiques the show, break by break.
Odds are she’ll be more critical and pick up on weaknesses you might not have commented on.
