KFWB Color Radio program director Chuck Blore describes how the first commercial ever read by America’s first DJ, Al Jarvis, was hit with “technical difficulties.”
September, 1996 (continued):
Health Food
Following my extraordinarily fun Atlanta trip, I flew to New Orleans, where Steve Olson had arranged for me to a guest speaker at the Public Radio Program Directors Association’s annual conference.
When I reached my hotel room, I found awaiting me a beautiful table setting of whipped cream, strawberries, and what looked like crushed pralines.
I called Room Service and said, “Hey, this is really beautiful! Where’s the ice cream for the sundae?”
I was told that the “crushed pralines” actually was powered brown sugar and that the dessert — a New Orleans tradition — was complete without any ice cream.
So I ate it that way. It was good, but I still think it could have used some vanilla ice cream.
After my session, I left the hotel at 4:40PM in a taxi for the airport; my flight was scheduled for 6:10.
It was raining quite hard and the traffic was very slow…so slow that I fretted about reaching the airport in time.
As luck would have it, I found myself with the only taxi driver in America who drives slower than the speed limit.
He seemed intent upon leaving empty three car lengths ahead of us…which is a good idea at high speeds (or even at moderate speeds in the rain) but which when barely moving only meant that we repeatedly found ourselves further back in traffic by three additional cars (at which time, of course, he would slow down to allow for three more car lengths to intervene between us and the car ahead).
We reached the airport at 5:50 — a mere 20 minutes before my flight.
I raced inside to look for my gate…only (of course) to be told the flight was delayed until 6:40.
Earlier this month I issued a Radio Advertising Challenge, to write a radio commercial for an auto body shop based on the minimal facts provided by the client. And I generated a number of headlines that potentially could provide a campaign theme.
Yesterday I offered one advertising approach. Here’s another.
AUTO REPAIR: “VERY PICKY”
Sometimes it’s good to be very picky. Like, when you choose the auto
repair shop that works on your car. I’m Ed Client of Ed’s Auto Repairs,
and I’m REALLY picky. Some shops use recycled parts when fixing
your car; we only use the highest quality new parts, direct from the
manufacturer. This drives my accountant crazy, because we COULD
buy cheaper parts and sell them to you at a higher profit…but in the
long run it wouldn’t be so good for your car. I also pay my mechanics
more than most shops do…and you can see the difference in their
work. Their one job is to take care of your car. You want picky? They
wear gloves when they work, because you don’t want grease on your
car. That’s also why we put plastic slip covers over your seat and
steering wheel. Look, if you don’t care all that much about how well
your car runs or how long it lasts, you might save a dollar or two by
going somewhere else. But if you want picky expert mechanics to
take care of your car, maybe you should visit Ed’s Auto Repairs on
Main Street. But…Don’t tell the mechanics I called them picky. They
like to think of themselves as “meticulous.”
Earlier this month I issued a Radio Advertising Challenge, to write a radio commercial for an auto body shop based on the minimal facts provided by the client. And I generated a number of headlines that potentially could provide a campaign theme. Here’s an example of one approach.
“CONSUMER HOT SEAT”
ANNOUNCER: Today’s guest on CONSUMER HOT SEAT is Ed Client of ED’S REPAIRS. True or False: You charge more than some other auto repair shops in Smallville.
CLIENT: True.
ANNOUNCER: I rest my case.
CLIENT: But don’t you want to know WHY we charge more?
ANNOUNCER: Not really.
CLIENT: Some shops use recycled parts; we only use the highest quality new parts, direct from the manufacturer. We COULD buy cheaper parts, but in the long run it wouldn’t be so good for our customers.
ANNOUNCER: Yeah, big deal.
CLIENT: We treat your car like the major investment it is. We pay our mechanics more than most auto repair shops, and you can see the difference in their work. Their one job is to take care of your car.
ANNOUNCER: Out of time!
CLIENT: And then there’s our state-of-the-art diagnostic & repair equipment….
ANNOUNCER: Look, consumers want the cheapest prices, period. If the work’s not so good and their cars don’t run so well, they don’t care.
CLIENT: Maybe you’re right. But for people who DO want their cars fixed right the first time by the best-trained mechanics using the best equipment, ED’S AUTO REPAIRS is there for them.
ANNOUNCER: Tomorrow on Consumer Hot Seat: “Doctors who save lives…but charge for their services!”
