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You’ve heard me say this before: Award-winning radio commercials rarely are good commercials. They are radio commercials that entertain the judges.

But maybe you haven’t heard lots of “award winners” and you’re not sure I’ve been telling you the truth. So let’s resume our visit to a number of spots honored as “the best of the best” by the 2007 Radio Mercury Awards.

As I selected commercials to share with you, I followed just one criterion: Was there something about the spot that stood out?

Sometimes — okay, rarely — that something that stood out made it an effective commercial. More often, an entry stood out because it was so staggeringly bad.

You be the judge.

This long running campaign is clever and entertaining and funny and fun to listen to. It has a good wear (or “burn”) factor; you can enjoy the individual spots even after multiple exposures.

But if you’re not already a thoroughbred racing fan, no matter how many times you listen to it you’re no closer to wanting to go watch thoroughbred racing.

They didn’t sell the experience of a day at the track. They didn’t create any mental pictures of the excitement of thoroughbred racing.

You can hear this 100 times and enjoy it 100 times but still never even consider becoming a customer (or “patron”).

This is the kind of campaign that wins awards.

It’s the kind of campaign that will thrill the advertiser because it is clever, and when the advertiser’s friends, vendors and employees hear it, they will compliment the advertiser.

If the NTRA is spending its advertising money as an internal morale boosting campaign, it’s a pretty expensive ego trip.

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CORPORATE RADIO WELCOMES TALENT

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Illustration © 2009 by Bobby Ocean

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John Carlton, the direct response copywriter who lays claim to being “the most ripped-off and respected copywriter alive,” is such a dear friend and sweet, kind person that I’m afraid he goes a bit overboard in his praise for me…

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May, 1995 (continued):

The next day I was taken on a tour of Radio Caracol; at the time they operated nine stations in Bogotá alone — which was extraordinary to me as a pre-radio consolidation American.

Among the people I met was one of their program directors, Tito Lopez. When we were introduced in his office, he turned to a shelf behind him and pulled down…one of my videotapes: Building A Winning Morning Show.

After the tour, Sr. Gallegos and I flew to Cartagena for the sales meeting. In the Bogotá airport I noticed an American institution with a slightly different name: “Whopper King.”

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One nice thing I can say about Avianca Airlines: Even on one-hour flights (e.g., the flight to Cartagena), they served they passengers a very nice meal.

To many people, Cartagena is one of South America’s tropical paradises. But the city has a long and tragic history. Starting in the 17th Century, swarms of Europeans ravaged the area in search of  “El Dorado,” the fabled city of gold which was thought to exist primarily due to the ubiquitous use of gold for religious and ornamental use.

The Spanish decimated much of the indigenous population and enslaved the rest. Cartagena was used as a storage point for the treasures looted by the Spanish from the New World. As a result, the city became a prime target for pirates (including a number of the British variety who subsequently were elevated to knighthood).

Finally, tired of endless attack from pirates, the city built a wall around the entire city. This is not uncommon in Europe, but it’s unique in South America. (The wall still stands.)

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Hotel Caribe

Cartagena is a beach resort where it’s always hot & humid. (For some reason, it’s very popular with Canadians.) I stayed at the Hotel Caribe. Good location, nice rooms…and spectacularly mediocre food. (I had been looking forward to sampling more traditional Colombian cuisine.)

Some of the Caracol attendees warned me the food wasn’t very good there, but I assumed they were being overly critical. They weren’t. You won’t get sick from eating at the Caribe…but it won’t add to your epicurean memories, either.

Upon our arrival at the airport in Cartagena, we were greeted by music of a papallera band. It’s kind of like Bavarian folk music with a Spanish twist. Carlos groaned upon hearing it; he much preferred the Bee Gees, Foreigner, and Elton John.

Frustrating moment upon check-in: I did not have any Colombian currency, and I wanted to exchange a U.S. five-dollar bill for five one-dollar bills, to use as tips.

Yes, the front desk had American currency.

Yes, they had five one-dollar bills.

No, they would not exchange them for my five-dollar bill. For that, I would have walk six feet across the lobby to officially exchange American dollars into Colombian pesos and then back to U.S. dollars (each time paying a commission and a transaction fee, which essentially would have eaten up my five bucks).

“Look,” I said. “I don’t want to exchange currency. I have five U.S. dollars; you have five U.S. dollars. All we need to do is trade, and we’ll still both have five U.S. dollars.”

Sorry, no. Impossible. Hotel policy.

Really dumb. Really frustrating.

But I still say the Colombians I encountered with were quite nice.

Surreal moment in Cartagena: I picked up the phone in my room and, at first, had trouble getting an outside line. So I dialed the hotel operator (“9” in Colombia) to ask for help. She put me on hold, and I got to listen to their prerecorded music.

What music did the Hotel Caribe play while its guests were on hold? “Home on the Range.”

The next morning I drank guayaba juice with my breakfast. Nice, kind of like pineapple, only smoother and not as sweet. At 10:00 am, I was supposed to meet my interpreter, who had been hired by Caracol. After going over a few details with her, I would have several hours free before I was scheduled to speak.

Sr. Gallego had insisted that I take time to visit the “old town” portion of Cartagena. Rather than hole up in my room and work on my computer, I figured I’d use those few free hours to enjoy a rare bit of sightseeing.

I was at the meeting room at 10:00; the interpreter was not.

Nor was she there by 11:00 am.

Nor by noon.

She finally showed up at 1:00 pm.

Did she not know we had been scheduled to meet at 10 am?

Yes, she explained, but she wanted to give me time to sightsee during the morning, so she decided to come three hours later.

Oh.

So much for sightseeing.

Next: The most embarrassing moment of my public speaking career.

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A Loyal Reader Asks:

What do you think about talking about television and popular websites on your show? I had been talking about American Idol on my midday show, and my PD hotlined me about it because he says that’s telling them to turn the radio off and watch the TV.

I see where he’s coming from, but it’s pop culture and everybody is talking about it, and I don’t want to sound out of touch. What do you think?

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Some PDs Follow This Programming Philosophy

I wouldn’t recommend talking about a TV show that’s on during your air shift…or even during the shift that follows you.

But….

Does your PD let you talk about the local college football game?

Does he let you talk about the new song by one of your core artists?

Are you allowed to refer to the current big movie hit?

If so, doesn’t he realize that every person who attends that game is a person who will not be listening to his radio station?

Doesn’t he understand that every person who listens to that new song on an iPod or a CD is a person who is not at that moment listening to the radio?

Has he somehow missed the fact that every person sitting in a darkened movie theater for two hours is a person who cannot listen to the radio?

A radio station chooses whether to be relevant or irrelevant to its listeners’ lives. It achieves relevancy by talking about things that the listeners care about.

One added irony: Visiting a website (which your PD doesn’t like you to talk about) is an activity that can be done while listening to your station.

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