Forums » Copywriting Tips, Commercial Examples

Commercial Twists on The Familiar

    • 89 posts
    January 10, 2018 3:28 PM PST

    You give your stories power when you tap into the familiar in the lives of your listeners.  Much of our shared experience in the twenty-first century is in the form of audio. 

    Creating a radio commercial based on these sound experiences can establish resonance with your audience and give you some great opportunities for humor…if you deliver a twist on the familiar.

    Let audience know soon that it’s a parody fairly soon into the story.

    A talking toy with an attitude, a car navigation system that makes personal comments about the driver, a discount store price check that mentions lower prices at the advertiser’s store, a disclaimer that takes up the entire commercial…there are endless possibilities.  OK, not endless, but quite a few.

    Here are some suggested references:

    Airline pilots’ announcements

    Flight attendants’ instructions

    Elevator voice prompts

    Talking toys

    Video games

    Computer voices

    Discount stores P.A. announcements: price checks, lost children, etc.

    Fast Food Drive In speakers

    Airport announcements – bags, smoking, flights

    GPS navigation voice

    Voice mail – preprogrammed announcements

    On-hold announcements

    Store or mall closing announcements

    Instructional audio

    Public transportation exit announcements

    On-stage concert announcements

    Hotel wake up calls

    Political candidates – mobile loudspeaker announcements

    Public radio sponsorships

    Pre-recorded telemarketing

    On-air equal time apologies


    Supermarket clerks asking for a price check

    School p.a. announcements: menus, daily activities

    Hospital paging

    Carnival barker

    Ringside boxing announcer

    Sports play-by-play

    Each of the above is begging to be parodied, so answer the call, and do the twist.

    Would you like to be part of an exclusive group of audio creators to share ideas and techniques to improve results for advertisers and broadcasters? Email me. Details to follow.


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