{"id":11343,"date":"2011-10-31T00:01:56","date_gmt":"2011-10-31T07:01:56","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11343"},"modified":"2011-10-30T19:56:21","modified_gmt":"2011-10-31T02:56:21","slug":"radio-commercial-dick-orkin","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/10\/radio-commercial-dick-orkin\/","title":{"rendered":"RADIO COMMERCIAL SUCCESS: Behind The Scenes With Dick Orkin"},"content":{"rendered":"<p>In honor of Halloween, instead of our usual Monday Radio Commercial Smackdown I&#8217;ve decided to share one of the spots features in <a href=\"http:\/\/www.danoday.com\/dick-orkin-radio-ranch\/\"><strong>Secret Case Histories From The Radio Ranch<\/strong><\/a>.<\/p>\n<p>Radio legend <span style=\"font-weight: bold; color: #000080;\">Dick Orkin<\/span> pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many successes \u2014 some well-known, others less so.<\/p>\n<a onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\" href=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMyp47TnA0I\/AAAAAAAAAGI\/TAzVCymbR0w\/s1600-h\/Orkin_ODAY_Summit2008.jpg\"><img decoding=\"async\" id=\"BLOGGER_PHOTO_ID_5245754461437494082\" style=\"margin: 0px auto 10px; display: block; text-align: center; cursor: pointer;\" src=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMyp47TnA0I\/AAAAAAAAAGI\/TAzVCymbR0w\/s320\/Orkin_ODAY_Summit2008.jpg\" alt=\"Dick Orkin and Dan O'Day\" border=\"0\" \/><\/a>\n<p>(That&#8217;s Dick on the left, with me on the right, pretending to be interested.)<\/p>\n<p>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,<em> &#8220;Don&#8217;t touch my Carlsberg!&#8221;<\/em><\/p>\n<a onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\" href=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMysm4uPDiI\/AAAAAAAAAGQ\/t4hSpR4QqHc\/s1600-h\/Carlsberg.jpg\"><img decoding=\"async\" id=\"BLOGGER_PHOTO_ID_5245757450041101858\" style=\"display: block; margin: 0px auto 10px; text-align: center; cursor: hand;\" src=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMysm4uPDiI\/AAAAAAAAAGQ\/t4hSpR4QqHc\/s320\/Carlsberg.jpg\" alt=\"Carlsberg Beer bottle\" border=\"0\" \/><\/a>\n<p>As Dick explained, it wasn&#8217;t easy to find a way to use that line in a manner that didn&#8217;t sound overly aggressive. But they managed to overcome that obstacle, as you&#8217;ll hear in this spot (featuring <span style=\"color: #000080;\"><strong>Tom Poston<\/strong><\/span> along with Dick).<\/p>\n<p>When doing a comedy spot, it&#8217;s important to build to a payoff at the end. Notice how this one does just that.<\/p>\n<p><center><object type=\"application\/x-shockwave-flash\" data=\"http:\/\/www.siteproweb.com\/player\/audioplayer.swf\" width=\"260\" height=\"24\" id=\"audioplayer1\"><param name=\"movie\" value=\"http:\/\/www.trafficgeyser.net\/player\/audioplayer.swf\"><\/param><param name=\"FlashVars\" value=\"playerID=1&amp;autostart=no&amp;bg=0xf8f8f8&amp;leftbg=0xeeeeee&amp;lefticon=0x666666&amp;rightbg=0xcccccc&amp;rightbghover=0x999999&amp;righticon=0x666666&amp;righticonhover=0xFFFFFF&amp;text=0x666666&amp;slider=0x666666&amp;track=0xFFFFFF&amp;border=0x666666&amp;loader=0x9FFFB8&amp;soundFile=http%3A%2F%2Fdanoday.com%2Fblogaudio%2F02CARLSBERG%2DGuardDogSILENT.mp3\"><\/param><param name=\"quality\" value=\"high\"><\/param><param name=\"menu\" value=\"false\"><\/param><param name=\"bgcolor\" value=\"#FFFFFF\"><\/param><\/object><\/center><\/p>\n<p>\u00a0Although this campaign aired in Ireland, the agency specifically wanted to use American voices. Perhaps they figured &#8220;American&#8221; and &#8220;aggressive&#8221; go together nicely.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In honor of Halloween, instead of our usual Monday Radio Commercial Smackdown I&#8217;ve decided to share one of the spots features in Secret Case Histories From The Radio Ranch. Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many successes \u2014 some well-known, others less [&hellip;]<\/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-11343","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RADIO COMMERCIAL SUCCESS: Behind The Scenes With Dick Orkin - 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\/2011\/10\/radio-commercial-dick-orkin\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO COMMERCIAL SUCCESS: Behind The Scenes With Dick Orkin - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"In honor of Halloween, instead of our usual Monday Radio Commercial Smackdown I&#8217;ve decided to share one of the spots features in Secret Case Histories From The Radio Ranch. Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many successes \u2014 some well-known, others less [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2011\/10\/radio-commercial-dick-orkin\/\" \/>\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=\"2011-10-31T07:01:56+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&#039;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&#039;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\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"RADIO COMMERCIAL SUCCESS: Behind The Scenes With Dick Orkin\",\"datePublished\":\"2011-10-31T07:01:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/\"},\"wordCount\":194,\"commentCount\":3,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/#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\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/radio-commercial-dick-orkin\\\/\",\"name\":\"RADIO COMMERCIAL SUCCESS: Behind The Scenes With Dick Orkin - 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