{"id":105,"date":"2008-09-23T00:05:00","date_gmt":"2008-09-23T07:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2008\/09\/23\/dick-orkin-the-story-behind-the-radio-commercial\/"},"modified":"2008-09-23T00:05:00","modified_gmt":"2008-09-23T07:05:00","slug":"dick-orkin-the-story-behind-the-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2008\/09\/dick-orkin-the-story-behind-the-radio-commercial\/","title":{"rendered":"DICK ORKIN: THE STORY BEHIND THE RADIO COMMERCIAL"},"content":{"rendered":"

<\/p>\n

The first session at 2008’s International Radio Creative & Production Summit<\/a> was entitled “SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.”<\/span><\/p>\n

Radio legend Dick Orkin<\/span> pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch’s many successes \u2014 some well-known, others less so.<\/p>\n\"Dick<\/a>\n

(That’s Dick on the left, with me on the right, pretending to be interested.)<\/p>\n

One great success was for Carlsberg Beer, but only after they figured out how to solve a problem: The ad agency insisted they use the line, “Don’t touch my Carlsberg!”<\/p>\n\"Carlsberg<\/a>\n<\/p>\n

As Dick explained, it wasn’t easy to find a way to use that line in a manner that didn’t sound overly aggressive. But they managed to overcome that obstacle, as you’ll hear in this spot (featuring Tom Poston along with Dick).<\/p>\n

When doing a comedy spot, it’s important to build to a payoff at the end. Notice how this one does just that.<\/p>\n<\/p>\n

<\/center><\/param><\/param><\/param><\/param><\/param><\/embed><\/param><\/object><\/center><\/p>\n

Although this campaign aired in Ireland, the agency specifically wanted to use American voices. Perhaps they figured “American” and “aggressive” go together nicely.<\/p>\n

By the way, if you’d like to get the Complete Audio Record<\/a> of this year’s Summit, you’ll also receive 3 very cool bonuses…if you act quickly.<\/p>\n","protected":false},"excerpt":{"rendered":"

The first session at 2008’s International Radio Creative & Production Summit was entitled “SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.” Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch’s many successes \u2014 […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-105","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nDICK ORKIN: THE STORY BEHIND THE RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2008\/09\/dick-orkin-the-story-behind-the-radio-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DICK ORKIN: THE STORY BEHIND THE RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"The first session at 2008’s International Radio Creative & Production Summit was entitled “SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.” Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch’s many successes \u2014 […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2008\/09\/dick-orkin-the-story-behind-the-radio-commercial\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2008-09-23T07:05:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMyp47TnA0I\/AAAAAAAAAGI\/TAzVCymbR0w\/s320\/Orkin_ODAY_Summit2008.jpg\" \/>\n<meta name=\"author\" content=\"Dan O'Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O'Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"DICK ORKIN: THE STORY BEHIND THE RADIO COMMERCIAL\",\"datePublished\":\"2008-09-23T07:05:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/\"},\"wordCount\":223,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/1.bp.blogspot.com\\\/_JygV9WxRKKc\\\/SMyp47TnA0I\\\/AAAAAAAAAGI\\\/TAzVCymbR0w\\\/s320\\\/Orkin_ODAY_Summit2008.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2008\\\/09\\\/dick-orkin-the-story-behind-the-radio-commercial\\\/\",\"name\":\"DICK ORKIN: THE STORY BEHIND THE RADIO COMMERCIAL - 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