A networking site for Radio advertising sales professionals.
Radio Station-Produced Entries for 2009 Radio Mercury Awards - POST YOURS HERE!
"The Risk of Insult Is the Price of Clarity." - Roy Williams (The Wizard of Ads)
OK, so I'm going to take the plunge and post the two commercials I submitted for this year's Radio-Mercury Awards competition (links below).
They're not stunningly produced, but I believed the copy was sufficiently engaging (it certainly was from the clients' perspective) to be airworthy, if not competition-worthy.
Though, frankly, I'd hoped at least one of them would make it into the finals, even if I didn't expect either of them to win the prize.
I have been supporting the Radio-Mercury Awards since 2004, the year I first entered any of my work into competition. I was surprised and humbled when I learned that my submission had won the Radio Station-Produced award that year. But I was also encouraged by it and determined to improve the quality of all my work.
The following year I entered 5 or 6 spots; one of them was chosen as a finalist. Each year thereafter I've entered one or two spots, though I will admit that none has been of the caliber of my 2004 entry (which, by the way, is still running on the air as part of a multil-spot campaign for the client, and still producing measurable results for him). Nonetheless, I've thought it important to support radio's premier advertising competition, to continue to raise the bar for our industry and advertisers.
On May 21st I received the email from RAB announcing the finalists and immediately noticed, to my great dismay, the absence of any station-produced finalists. A telephone call to Meghan Buonocore at the RMA headquarters confirmed this, and I have to confess, it took me a day or two to come to grips with the judges' decision.
As one of the early round judges this year, I had an opportunity to hear what I considered some good examples of station-produced advertising. (Listening to the best of them cemented the realization that my own entries weren't likely to win, place, or possibly even show.) It surprised me to see none of them emerge as finalists.
After reflecting on the situation, my biggest personal takeaway was a resolve to do better work next time. But I can understand, and to a certain degree share the feeling expressed by other radio station folks that maybe the playing field for radio work wasn't completely level.
That's water under the bridge now.
I'd like to urge the RAB - Radio Creative Fund to consider balancing the final round panel of judges, by including representatives from the radio side, and not solely the agency side, to avoid the appearance of elitism.
To the extent that this year's RMA competition has been tainted by the wholesale exclusion of the Radio Station-produced category, the RAB would do well to reach out to its station members to answer any questions, address their concerns, and attempt to make next year's RMA a happier occasion for everyone in radio.
That said, may I invite anyone who submitted entries to this year's Radio-Mercury Awards to upload them here, so that this community, at least, can hear the quality of work being done at stations across the country.
More to come....
OK, so I'm going to take the plunge and post the two commercials I submitted for this year's Radio-Mercury Awards competition (links below).
They're not stunningly produced, but I believed the copy was sufficiently engaging (it certainly was from the clients' perspective) to be airworthy, if not competition-worthy.
Though, frankly, I'd hoped at least one of them would make it into the finals, even if I didn't expect either of them to win the prize.
I have been supporting the Radio-Mercury Awards since 2004, the year I first entered any of my work into competition. I was surprised and humbled when I learned that my submission had won the Radio Station-Produced award that year. But I was also encouraged by it and determined to improve the quality of all my work.
The following year I entered 5 or 6 spots; one of them was chosen as a finalist. Each year thereafter I've entered one or two spots, though I will admit that none has been of the caliber of my 2004 entry (which, by the way, is still running on the air as part of a multil-spot campaign for the client, and still producing measurable results for him). Nonetheless, I've thought it important to support radio's premier advertising competition, to continue to raise the bar for our industry and advertisers.
On May 21st I received the email from RAB announcing the finalists and immediately noticed, to my great dismay, the absence of any station-produced finalists. A telephone call to Meghan Buonocore at the RMA headquarters confirmed this, and I have to confess, it took me a day or two to come to grips with the judges' decision.
As one of the early round judges this year, I had an opportunity to hear what I considered some good examples of station-produced advertising. (Listening to the best of them cemented the realization that my own entries weren't likely to win, place, or possibly even show.) It surprised me to see none of them emerge as finalists.
After reflecting on the situation, my biggest personal takeaway was a resolve to do better work next time. But I can understand, and to a certain degree share the feeling expressed by other radio station folks that maybe the playing field for radio work wasn't completely level.
That's water under the bridge now.
I'd like to urge the RAB - Radio Creative Fund to consider balancing the final round panel of judges, by including representatives from the radio side, and not solely the agency side, to avoid the appearance of elitism.
To the extent that this year's RMA competition has been tainted by the wholesale exclusion of the Radio Station-produced category, the RAB would do well to reach out to its station members to answer any questions, address their concerns, and attempt to make next year's RMA a happier occasion for everyone in radio.
That said, may I invite anyone who submitted entries to this year's Radio-Mercury Awards to upload them here, so that this community, at least, can hear the quality of work being done at stations across the country.
More to come....
- Attachments:
-
-
FERDINANDS_NEW_FLAVOR_30.mp3, 964 KB -
RMR_FIX_LEAKY_ROOF.mp3, 952 KB
-
Replies to This Discussion
-
Permalink Reply by Steve Keats on -
Hi Rod, judging radio commercials is such a subjective exercise. I'm not allowed to enter the Mercury Awards as it's an American only competition. However, we entered this year's New York Advertising Festivals with the attached track for Thin Lizzy and we've made the finals - yet the same ad didn't win the local New Zealand competition (it remained a finalist). So, I'd suggest that you start your own advertising awards that excludes ad agencies and their big production budgets (that way - all radio entrants are on a level playing field) or enter your ads in some of the other international advertising awards in Europe etc
I've attached our Thin Lizzy ad for you!
Cheers,
Steve Keats
Creative Director
Smith & Keats Music
New Zealand - Attachments:
-
-
THIN LIZZY 60-5.mp3, 1.4 MB
-
-
Permalink Reply by Rod Schwartz on -
Catchy tune, Steve! Not being a prospect for Thin Lizzy (either the band or the make-up) I had to Google it to figure out what it was. Now the double-entendre makes sense to me. Nonetheless, it's obvious that you enjoy doing good work! Thanks for sharing it.
-
Permalink Reply by Steve Keats on
-
Hi Rod,
Thank you for your reply - yeah, maybe Thin Lizzy wasn't a great radio commercial to
share with anyone offshore as the brand is only know by women in New Zealand
- even kiwi males thought it was a radio song and kept ringing the local radio stations
trying to claim the no repeat workday cash prize! A better ad to share with you is the
one attached for Auckland Zoo. It increased zoo visitor numbers fivefold. A nice story, theatre of the mind, a varied cast & easily adaptable to any zoo in the world!
Cheers,
Steve Keats - Attachments:
-
-
ZOO BAND ROTUNDA.mp3, 950 KB
-
-
Permalink Reply by Rod Schwartz on
-
Great spot, Steve. Reminded me a little of the "Turtles" spot I linked to elsewhere in this forum - different execution for a similar client. Add Simon and Garfunkel's "At the Zoo" and we'd have a stop set! I sent Doug Zanger a link to your ad. You and he need to hook up; two great creative minds! Thanks, mate.
-
Permalink Reply by Steven Bise on -
Enjoyed the spot. Something new to listen for every few seconds. Reminded me a bit of the old Bonzo Dog Do Daw Band's song, "The Intro and the Outro".
SB
-
Permalink Reply by Heather Schwartz on
-
Fun ad! Thanks for sharing it.
-
Permalink Reply by Patrick Cleary on
-
I'm not saying these are the greatest ads that have ever been made, but these were our entries into this year's Radio Mercury Awards. I am proud of my staff and the work we do. Radio is one of the toughest businesses out there (I know, I have worked in a few), and we need to celebrate and share our good work.
- Attachments:
-
-
LOST COAST BREWERY - SPRING BEER TREES.mp3, 1.4 MB
-
FBID - DOWNTOWN REVISED.mp3, 1.3 MB
-
BEV PLUS FOODS - NAMES.mp3, 1.9 MB
-
-
Permalink Reply by Rod Schwartz on
-
Patrick, thanks for taking time to upload and share your commercials. Enjoyed listening to all three (first time I'd heard any of them). Since two of my (many) favorite micros are Downtown Brown and 8-ball Stout, it was fun to hear a spot for their maker. The spot for downtown Fortuna did a fine job of conveying a pleasant and rewarding shopping experience. (As a stranger to the area, I'd be inclined to check it out after hearing the ad - and that's really the whole point, isn't it?) Turning the names on bottles into guests at Thanksgiving was a clever approach. Thanks for sharing your work!
-
Permalink Reply by Ben Medina on -
I'm loving the "Lost Coast Brewery" ad!
-
Permalink Reply by Sue Archambault on -
The snub by RAB and the RMA is extremely disappointing for "small market" radio stations on many different levels. I find it impossible to believe that there were absolutely NO submissions considered to be worthy!
During this tough economic climate, it is interesting to note that small market radio is NOT suffering to the degree as are large market stations. Perhaps one reason is that small market radio serves it's advertisers and sells the value of radio - NOT the ratings of the station!
I have spent almost all of my radio career, as an owner and now as a Director of Sales, in small market radio. My production departments have produced NUMEROUS commercials that were outstandingly creative and, more importantly, extremely effective for the customer - rivaling many agency produced spots!
For our work not to even be considered is a slap in the face. Since when is creativity and originality a product of only ad agencies and their huge "creative" budgets? Creativity does not require a budget - just talent and dedicated radio people who want to do the best job possible for their advertisers! Large budgets would be nice - but not necessarily crucial to produce outstanding commercials.
Since we were not "in the running" or, apparently even in the game, I believe that all of us who submitted commercials for consideration should have all monies refunded immediately. Our station owner emailed Meghan Buonocore with Mercury Radio with this request - and no response from Ms. Buonocore.
-
Permalink Reply by Steve Keats on
-
Hi Sue,
Yeah - a good radio ad starts with an original idea that clearly communicates the advantage of a brand - but quality talent can take an ad to an even higher level - and top talent has a value which ad agency sized clients are willing to invest in. Even though I work in radio - I persaude my clients to pay for talent as often as possible!
Cheers,
Steve Keats
-
Permalink Reply by Rebecca Schwartz on -
I am posting for Marsha Strong, manager of KKBS FM in Guymon, Oklahoma, who emailed me her station's RMA entries this afternoon. Thanks, Marsha!
- Attachments:
-
-
Hitch1.30.woTag.mp3, 1001 KB
-
Hitch-0302.mp3, 3.6 MB
-
Bulls2-11.mp3, 1.1 MB
-
Radio Sales Café is a service of GRACE BROADCAST SALES — celebrating 20 years of helping stations sell more advertising!
Follow Radio Sales Café!
© 2012 Created by Rebecca Schwartz.
