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Something amazing happened at the advertising awards in Cannes, France last month.

Two interns won the Gold Lion for a Radio spot they wrote.

The Gold Lion is the most prestigious award for advertising so the fact that two interns won for the script they wrote and produced is extraordinary.

You can read their story HERE.

And you can hear the spot – as well as several others in the series – right now:

All the best Radio stations I’ve loved have used humor in their own promotion.

Making listeners smile, or laugh even, is so much easier to control in produced segments, yet I rarely hear radio stations use it in positioning today.

Obviously, you need a skilled writer who is actually funny, which is rare enough. You need a funny idea, and a skilled production talent who understands “funny.”

I know some skilled, funny writers if you don’t, but great production people are getting harder and harder to find in Radio.

Hopefully, the success of these two interns will inspire you to use humor to sell your station.

It’s an immediately effective way to stand apart from other stations.