{"id":985,"date":"2009-07-20T00:05:49","date_gmt":"2009-07-20T07:05:49","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=985"},"modified":"2009-07-19T23:45:44","modified_gmt":"2009-07-20T06:45:44","slug":"fedex-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/07\/fedex-radio-commercial\/","title":{"rendered":"MONDAY MORNING RADIO COMMERCIAL SMACKDOWN: FedEx"},"content":{"rendered":"
\"radio

FedEx Radio Commercial Fails To Deliver<\/p><\/div>\n

Welcome to another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards.<\/p>\n

A few are Good. Many are…Not Good. Really, really, really Not Good.<\/p>\n

This particular spot was a finalist, while another commercial in the same campaign was a $5,000 winner. (The $5,000 winning spot was just as bad.)<\/p>\n

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

Why This Radio Commercial Is Terrible<\/strong><\/span><\/p>\n

Does this radio commercial paint pictures in the listener’s mind? Yes.<\/p>\n

They paint all those vivid pictures of violent actions, but none<\/strong> of the pictures has anything to do with FedEx’s sales message.<\/p>\n

<\/center><\/p>\n

They are forced to rely purely on spoken words that no one pays attention to.<\/p>\n

Why does no one pay attention to those words? Because the words are not part of the story.<\/p>\n

Not only that, the words are being spoken by a guy who pretty much is an idiot.<\/p>\n

\n

\"radio

HERE COMES THE CLUE TRAIN<\/p><\/div>\n

It’s almost never a good idea to have a guy who sounds like an idiot tell listeners why they should use the advertised product or service. The person who delivers the sales message (either by word or by action) should be someone with whom the targeted radio listener identifies (or would like to identify) with.<\/p>\n

This isn’t a story about a problem that is solved by using FedEx. It’s a story about shooting people with paintball guns.<\/p>\n

Which is reinforced by the last line of spot.<\/p>\n

This is an inane, incompetent commercial.<\/p>\n

But hey, the campaign won an award. So the ad agency lived happily ever after.<\/p>\n","protected":false},"excerpt":{"rendered":"

Welcome to another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards. A few are Good. Many are…Not Good. Really, really, really Not Good. This particular spot was a finalist, while another commercial in the same campaign was a $5,000 […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58,31,50,155,133,30,136],"tags":[],"class_list":{"0":"post-985","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-radio-advertising","7":"category-radio-commercial-copywriting","8":"category-radio-commercial-copywriting-radio-commercial","9":"category-radio-commercial-critiques","10":"category-radio-commercials","11":"category-radio-copywriting","12":"category-radio-creative"},"yoast_head":"\nMONDAY MORNING RADIO COMMERCIAL SMACKDOWN: FedEx - 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\/07\/fedex-radio-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY MORNING RADIO COMMERCIAL SMACKDOWN: FedEx - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Welcome to another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards. 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