P.O.V.

OK, so this is what we think.

There is so much crappy advertising on the radio. So much screaming, so much droning on, so much patronizing of the listeners. Annoying and boring. And bored people just don’t listen. If it’s possible to bore people into listening to your message, then I’m wrong. But I’m not wrong. You can disagree with me but I’m not wrong.

See, people don’t listen to the radio to get lulled into a deep slumber. They can do that by watching network television. They listen to the radio for entertainment. So it’s as deserving of great creative as its show-offy,
hey-look-at-me stepsister, TV.

The challenge is that radio is what people listen to while they’re doing something else. And this can lead to the general “spacing-out” of the radio audience. So its advertising needs to leap out of the speakers. (Not by screaming, mind you. Although screaming can be funny, not to mention farty noises and the word “cheeselog.”) And that’s what we do. We create radio ads that jump out of the speakers and make people laugh and think and and wonder why we don’t write sit-coms.
And that is why your…uh…

I forgot what my point was.

Oh, I remember. My point is that if your radio creative doesn’t entertain, something terrible is going to happen – nothing.