Proving what can be…
Last week, we shared an audio rant bemoaning the sorry state of most radio ads in America, entitled Bad Copy.
Now, listen to the best:
These three spots won the Grand Prix of the 2014 Cannes Lions festival for Ogilvy, their second year of domination in this category.
It starts with a great idea. The great idea needs great writing, And great copy needs great voice acting.
If Radio really cares about its local clients, we will care enough to make better spots for them.
These examples prove it can be done, using only sound — proving, in fact, that audio alone, used properly, is an advantage — so if we continue to take the cheapest, fastest way out, shame on us.
Seriously. Shame on us.