in any radio spot.

Part 1:

Things We Don’t Want to Hear in a Radio Ad (Part 1) from Radio Mercury Awards on Vimeo.

It’s depressing, but there’s actually a need for Part 2:

Things We Don’t Want to Hear in a Radio Ad (Part 2) from Radio Mercury Awards on Vimeo.

The thing is, radio should be able to produce the best spots, because our imaginations fill in the spaces between the words.

But that will take an investment on the part of radio companies in finding, hiring, and empowering creative writers and production people and giving them enough time to shine.

The first company that does is gonna hit the motherlode, because radio spot production has been neglected for decades.