Most "(Business) is Under New Ownership" announcements I've heard or seen are merely factual and uninteresting. When a longtime client, an optometrist, sold his practice to a younger ophthalmologist recently, I wanted the announcement to be engaging, filled with personality and warmth.
I pitched this idea ten years ago to an appliance and bedding store client who's been voicing his own spots for decades. He thought it would be a fun thing for his customers and the community at large, and it proved to be so. We'll be airing more spots like these (heavily) once again this April 1st
Owner Tom and his head chef Joan aren't afraid to try something a little different to promote the restaurant. Here are the first 6 spots in a new campaign. (The last 10 seconds or so will be used as a live announcer tag to spotlight the week's specials.)
RE: "How Many Ads Is Too Many?" Would YOU switch stations during this commercial break?
Based on Jerry Lee's second rule for writing engaging radio ads ("Never use a commercial that has only one voice."), I've been creating more two-voice spots. Here are some recent examples.
Recycling markets have gone to hell in a handbasket. China no longer accepts many recyclables, resulting in higher consumer costs. Our local garbage hauler is trying to educate consumers on what they can and can't recycle via these radio ads, voiced by the client himself.
Here are some highlights of my conversation with Jerry Lee on his fascination with advertising, how he was introduced to Dan Hill's Sensory Logic and the science of facial coding, and his tips for creating engaging radio commercials.
Impress that woman of yours! Order in Spanish!
Getting your car repaired should not entail a 3-ring ordeal!
We ride the subway in Grand Rapids to find out how the stations signal comes in down underground.
