{"id":2139,"date":"2009-09-21T00:29:53","date_gmt":"2009-09-21T07:29:53","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=2139"},"modified":"2009-09-21T00:44:20","modified_gmt":"2009-09-21T07:44:20","slug":"excellent-radio-storytelling","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/09\/excellent-radio-storytelling\/","title":{"rendered":"EXCELLENT STORYTELLING, BUT &#8211; Monday Radio Commercial Smackdown"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-2146\" title=\"radio commercials graphic\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2009\/09\/TheSixthSense.jpg\" alt=\"radio advertising graphic\" width=\"330\" height=\"221\" \/>Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the  2007 Radio Mercury Awards<\/p>\n<p>This one was a finalist in the &#8220;PSA&#8221; category.<\/p>\n<p><span style=\"color: #000080;\"><strong>SPOILER ALERT:<\/strong><\/span> I strongly advise you listen to this spot now without first reading anything else on this page.<\/p>\n<p style=\"text-align: center;\"><object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"204\" height=\"79\" 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=9451520&amp;bUseText=false&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21%2BCx%2Fqh%2E%2Fdoo%211Ixoc0Fs%2F%2DHogsiecC%2Anit9%5E%2F%24%2CjkcuiqpPJyA\" \/><param name=\"src\" value=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" \/><embed type=\"application\/x-shockwave-flash\" width=\"204\" height=\"79\" src=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" flashvars=\"bUseColor=true&amp;sCustomColor=9451520&amp;bUseText=false&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21%2BCx%2Fqh%2E%2Fdoo%211Ixoc0Fs%2F%2DHogsiecC%2Anit9%5E%2F%24%2CjkcuiqpPJyA\" wmode=\"transparent\" quality=\"high\" loop=\"false\" play=\"true\"><\/embed><\/object><\/p>\n<p>That&#8217;s a very interesting, unexpected approach.<\/p>\n<p>Excellent use of storytelling \u2014 not just the surprise but the way you slowly were led to it. You thought you knew what was going on until that &#8220;huh?&#8221; moment threw you&#8230;and then the new mystery was resolved.<\/p>\n<p>In its own way, this spot \u2014 created by Basecamp Advertising\/Phillips Ramsey \u2014 is a 60-second version of the structure employed in the film,<em> THE SIXTH SENSE.<\/em><\/p>\n<p>The only problem with this radio spot is a big one: There is no real Call To Action.<\/p>\n<p>Yes, it grabs and keeps your attention.<\/p>\n<p>Yes, it&#8217;s dramatic.<\/p>\n<p>Yes, it&#8217;s well constructed.<\/p>\n<p>But no one is going to call the toll-free number for more information.<\/p>\n<p>I don&#8217;t blame the producers of this spot. I&#8217;m sure the American Heart Association simply didn&#8217;t give them a true, active goal.<\/p>\n<p><em>&#8220;To raise awareness.&#8221;<\/em> Maybe decades ago, when Americans first were told about &#8220;the silent killer.&#8221; But the dangers of a blood clot blocking an artery or blood vessel now are part of the cultural vernacular.<\/p>\n<p>Yes, of course not <strong>everyone<\/strong> is aware&#8230;or as aware as they should be.<\/p>\n<p>But neither the people who &#8220;already knew that&#8221; nor the &#8220;I didn&#8217;t know that&#8221; folks are going to call that toll-free number for more information.<\/p>\n<p>This campaign attracted positive attention for the advertiser, which I&#8217;m sure they enjoyed. It&#8217;s an admirable creative work.<\/p>\n<p>But the advertiser needed to provide the agency with a realistic way for affected to listeners to act on the message.<\/p>\n<p>Like what?<\/p>\n<p>Like an easy to remember Web page where you can download &#8220;10 Ways To Know If You Or A Loved One Is Having A Stroke.&#8221;<\/p>\n<p>Or &#8220;What To Do If You Think You Might Be Having A Stroke.&#8221;<\/p>\n<p>Something.<\/p>\n<p>But this advertiser had nothing except the desire to &#8220;spread the word&#8221; rather than influence behavior.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the 2007 Radio Mercury Awards This one was a finalist in the &#8220;PSA&#8221; category. SPOILER ALERT: I strongly advise you listen to this spot now without first reading anything else on this page. That&#8217;s a very interesting, unexpected [&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-2139","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>EXCELLENT STORYTELLING, BUT - Monday Radio Commercial Smackdown - 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\/2009\/09\/excellent-radio-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EXCELLENT STORYTELLING, BUT - Monday Radio Commercial Smackdown - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the 2007 Radio Mercury Awards This one was a finalist in the &#8220;PSA&#8221; category. 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