{"id":15996,"date":"2013-10-23T00:01:35","date_gmt":"2013-10-23T07:01:35","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15996"},"modified":"2013-10-22T23:36:29","modified_gmt":"2013-10-23T06:36:29","slug":"dick-orkin-carlsberg-beer","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/10\/dick-orkin-carlsberg-beer\/","title":{"rendered":"DICK ORKIN REVEALS STORY BEHIND CARLSBERG BEER RADIO COMMERCIAL"},"content":{"rendered":"<p><span style=\"font-size: 18px;\">One of my favorite sessions from the International Radio Creative &amp; Production <a href=\"http:\/\/danoday.com\/summit\">Summits<\/a> was entitled <span style=\"font-weight: bold;\">&#8220;<a href=\"http:\/\/www.danoday.com\/dick-orkin-radio-ranch\/\">SECRET CASE HISTORIES FROM THE RADIO RANCH:<\/a> From Client Problem to Creative Solution to What You Heard On The Air.&#8221;<\/span><\/span><\/p>\n<p><span style=\"font-size: 18px;\">Radio legend <a href=\"http:\/\/www.danoday.com\/dick-orkin-radio-ranch\/\"><span style=\"font-weight: bold;\">Dick Orkin<\/span><\/a> pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many advertising successes \u2014 some well-known, others less so.<\/span><\/p>\n<p><span style=\"font-size: 18px;\"><a href=\"http:\/\/www.danoday.com\/dick-orkin-radio-ranch\/\" onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\"><img loading=\"lazy\" decoding=\"async\" id=\"BLOGGER_PHOTO_ID_5245754461437494082\" style=\"margin-top: 0px; margin-right: auto; margin-bottom: 10px; margin-left: auto; display: block; text-align: center; cursor: pointer; border-style: initial; border-color: initial; border-width: 0px;\" title=\"Dick Orkin Famous Radio Ranch Hollywood\" alt=\"Dick Orkin Dan O'Day radio copywriting\" src=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMyp47TnA0I\/AAAAAAAAAGI\/TAzVCymbR0w\/s320\/Orkin_ODAY_Summit2008.jpg\" width=\"320\" height=\"240\" border=\"0\" \/><\/a><\/span><span style=\"font-size: 18px;\">(That&#8217;s Dick on the left, with me on the right, pretending to be interested.)<\/span><\/p>\n<p><span style=\"font-size: 18px;\">One great success was for Carlsberg Beer, but only after they figured out how to solve a problem: <\/span><\/p>\n<p><span style=\"font-size: 18px;\">The ad agency insisted they use the line, &#8220;Don&#8217;t touch my Carlsberg!&#8221;<\/span><\/p>\n<p><span style=\"font-size: 18px;\"><a href=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMysm4uPDiI\/AAAAAAAAAGQ\/t4hSpR4QqHc\/s1600-h\/Carlsberg.jpg\" onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\"><img decoding=\"async\" id=\"BLOGGER_PHOTO_ID_5245757450041101858\" style=\"display: block; margin: 0px auto 10px; text-align: center; cursor: hand;\" alt=\"Carlsberg Beer bottle\" src=\"http:\/\/1.bp.blogspot.com\/_JygV9WxRKKc\/SMysm4uPDiI\/AAAAAAAAAGQ\/t4hSpR4QqHc\/s320\/Carlsberg.jpg\" border=\"0\" \/><\/a><\/span><\/p>\n<p><span style=\"font-size: 18px;\">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. <\/span><\/p>\n<p><span style=\"font-size: 18px;\">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).<\/span><\/p>\n<p><span style=\"font-size: 18px;\">When doing a comedy radio commercial, it&#8217;s important to build to a payoff at the end. Notice how this one does just that.<\/span><\/p>\n<p><center><span style=\"font-size: 18px;\"><object width=\"204\" height=\"79\" classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"play\" value=\"true\" \/><param name=\"loop\" value=\"false\" \/><param name=\"quality\" value=\"high\" \/><param name=\"wmode\" value=\"transparent\" \/><param name=\"flashvars\" value=\"bUseColor=true&amp;sCustomColor=3558656&amp;bUseText=true&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21BY%24%2Bqhpqea%2E%2F2Lv%2Ad1Qqo%25kkq%3F04Ev%7BUbDp4Q8S%2CcteDqi%2B%28UMP%3Fcw%3FF\" \/><param name=\"src\" value=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" \/><param name=\"pluginspage\" value=\"http:\/\/www.macromedia.com\/shockwave\/download\/index.cgi?P1_Prod_Version=ShockwaveFlash\" \/><embed width=\"204\" height=\"79\" type=\"application\/x-shockwave-flash\" src=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" play=\"true\" loop=\"false\" quality=\"high\" wmode=\"transparent\" flashvars=\"bUseColor=true&amp;sCustomColor=3558656&amp;bUseText=true&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21BY%24%2Bqhpqea%2E%2F2Lv%2Ad1Qqo%25kkq%3F04Ev%7BUbDp4Q8S%2CcteDqi%2B%28UMP%3Fcw%3FF\" pluginspage=\"http:\/\/www.macromedia.com\/shockwave\/download\/index.cgi?P1_Prod_Version=ShockwaveFlash\" \/><center><\/center><\/object><\/span><\/center><span style=\"font-size: 18px;\">Although 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.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of my favorite sessions from the International Radio Creative &amp; Production Summits was entitled &#8220;SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.&#8221; Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many [&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-15996","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DICK ORKIN REVEALS STORY BEHIND CARLSBERG BEER 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\/2013\/10\/dick-orkin-carlsberg-beer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DICK ORKIN REVEALS STORY BEHIND CARLSBERG BEER RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"One of my favorite sessions from the International Radio Creative &amp; Production Summits was entitled &#8220;SECRET CASE HISTORIES FROM THE RADIO RANCH: From Client Problem to Creative Solution to What You Heard On The Air.&#8221; Radio legend Dick Orkin pulled back the curtain to reveal behind-the-scenes stories of a number of The Radio Ranch&#8217;s many [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2013\/10\/dick-orkin-carlsberg-beer\/\" \/>\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=\"2013-10-23T07:01:35+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\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"DICK ORKIN REVEALS STORY BEHIND CARLSBERG BEER RADIO COMMERCIAL\",\"datePublished\":\"2013-10-23T07:01:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/\"},\"wordCount\":202,\"commentCount\":2,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/#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\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/10\\\/dick-orkin-carlsberg-beer\\\/\",\"name\":\"DICK ORKIN REVEALS STORY BEHIND CARLSBERG BEER RADIO COMMERCIAL - 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