Two-voice Banter Spots

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.

Created Jan 22 by Rod Schwartz
Two-voice Banter Spots
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2 comments
  • Cathy Slack likes this
  • The Radio Ad Writer
    The Radio Ad Writer My first rule of writing ... NEVER follow "rules" like these. When you make something unnecessary an "rule," it becomes a crutch. Then it becomes a problem. "How do I force two voices into this script?" There are times to use two voices. There are times to use ONE voice. There are times to use 9 or 10 voices.

    "Rules" like this are a fast track to every ad sounding just like every other ad. And telling people to use two voices is a fast track to people reading, "make EVERY ad a two person conversation," instead of just changing voices on a read. THAT snowballs into a whole bunch of announcers saying hi to (insert fake character name here) and talking about (insert another made up name here) and how wonderful their life has been since (insert name of client here) came into their world.

    There are no rules. If someone gives you rules, break them. That will do more for engagement than simply putting two voices on a one voice script.

    Couldn't disagree with Jerry Lee more on the "second rule."
    Feb 15
  • Rod Schwartz
    Rod Schwartz Great point. In a world of two-voice spots, wouldn’t a good one-voice spot stand out? (Interestingly, Jerry’s Mercury Award-winning spot on Engaging Radio Commercials” was a single-voice spot, punctuated by effective use of sound effects.) Tom Bodett’s Motel 6 spots and others that come to mind are great illustrations of exceptional single voice work. But at the local level, especially in small and medium markets, we don’t usually have the resources for that high level of talent. So, I think there’s merit in exploring practices (“rules” may be overstating the case for emphasis) that *tend* to improve our work. So far, I’ve found it a worthwhile exercise for the clients employing it.