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.
Cons: Cutesy writing and an confused, aimless voice over delivery.
But the Call To Action? “Check out our brain teaser…”
Um…Why would we want to do that?
To see how our mental acuity compares to that of other people our age?
To see if we perform well enough not to worry about our brains deteriorating? Or to confirm our fear that we’re experiencing more senior moments than the norm?
The goal of this commercial was to drive targeted traffic to their website.
“Check out our brain teaser” is missing a crucial element: a reason.
The latest issue of my Radio Programming Letter includes articles about horizontal promoting for radio shows…A tip for delivering radio news more conversationally…And the dangers of playing someone’s favorite song.
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