{"id":17960,"date":"2015-02-23T00:04:04","date_gmt":"2015-02-23T08:04:04","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17960"},"modified":"2015-02-23T00:04:04","modified_gmt":"2015-02-23T08:04:04","slug":"radio-commercial-15-second","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/02\/radio-commercial-15-second\/","title":{"rendered":"RADIO COMMERCIAL CRITIQUE: Subaru\u2019s 15 Secs of..Nothing"},"content":{"rendered":"

\"Radio<\/a>When you have only 60 or 30 seconds, radio advertising requires a strong message, crafted and delivered with a strong focus.<\/span><\/p>\n

When you have just 15<\/strong> seconds, you need to say exactly one thing.<\/span><\/p>\n

Clearly and compellingly.<\/span><\/p>\n

Listen to this radio spot for a Los Angeles area car dealer.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/02\/SuburuSM-EndsFeb28.mp3<\/a><\/audio>\n

\u00a0<\/span><\/p>\n

Turn your head to the right.<\/span><\/p>\n

Turn your head to the left.<\/span><\/p>\n

Blink three times.<\/span><\/p>\n

Okay, what’s the one big message you recall hearing in that radio commercial for Subaru of Santa Monica?<\/span><\/p>\n

If you remember anything at all, most likely it’s “Offer ends February 28th.”<\/span><\/p>\n

But it’s very unlikely that you know what the offer is<\/strong>.<\/span><\/p>\n

In fact, I guarantee you don’t know what the offer is, because they don’t tell you.<\/span><\/p>\n

Here’s a breakdown of the radio commercial script<\/a>:<\/span><\/p>\n

1.<\/strong> “Love. It’s what makes a Subaru.”<\/span><\/p>\n

They must have a reason for declaring that love makes a Subaru. <\/span><\/p>\n

Mustn’t they?<\/span><\/p>\n

2.\u00a0<\/strong> Listen several times, and you’ll decipher this: <\/span><\/p>\n

“Get big savings during the Subaru True Love Event at Subaru of Santa Monica.”<\/span><\/p>\n

The announcer has to talk so fast to squeeze in all those worthless words that he garbles a few of them\u2026and either he or the spot’s producer decides to save time by omitting the last syllable of the name of the city where the car dealer is located. <\/span><\/p>\n

3.\u00a0<\/strong> The owner of the car dealership introduces himself and invites you to\u2026Wait, let me replay it\u2026<\/span><\/p>\n

Oh, right. He invites you to “come in and see the difference today.”<\/span><\/p>\n

To what “difference” is he referring? That forever will remain a mystery.<\/span><\/p>\n

He has nothing to say but not enough time in which not to say it. So the producer remedies this by speeding up the owner’s voice. <\/span><\/p>\n

And the reason the owner of the dealership suddenly appears on this commercial is\u2026Uh\u2026.<\/span><\/p>\n

4.\u00a0<\/strong> Next comes two seconds (13% of the commercial) devoted to, “I paid someone for this jingle, dammit, so I’m going to use it!”<\/em><\/span><\/p>\n

5.\u00a0<\/strong> More garbled words that include “online” and “specials.”<\/span><\/p>\n

6.\u00a0<\/strong> The clear, easy to understand declaration of the expiration date for whatever the advertiser is offering.<\/span><\/p>\n

Who among the people responsible for this car dealer radio commercial<\/a> believes this spot in any way has value to the advertiser?<\/span><\/p>\n

The automobile dealer who paid for it?<\/span><\/p>\n

The ad agency that produced it?<\/span><\/p>\n

The radio station that aired it?<\/span><\/p>\n

Hey, it’s possible to produce a positive R.O.I. with a 15-second or even a 10-second radio commercial<\/a>.<\/span><\/p>\n

But not if you have nothing to say.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

When you have only 60 or 30 seconds, radio advertising requires a strong message, crafted and delivered with a strong focus. When you have just 15 seconds, you need to say exactly one thing. Clearly and compellingly. Listen to this radio spot for a Los Angeles area car dealer. \u00a0 Turn your head to the […]<\/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-17960","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO COMMERCIAL CRITIQUE: Subaru\u2019s 15 Secs of..Nothing<\/title>\n<meta name=\"description\" content=\"When you have only 60 or 30 seconds, radio advertising requires a strong message, crafted and delivered with a strong focus. 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