Radio break down: Fear and loathing the ads of Las Vegas
The most awarded radio creative in the world Ralph van Dijk listened to a real ad break on his travels to Las Vegas – here’s his verdict.
I recently spent a week in Las Vegas judging the London International Awards (yes I’m aware that makes no sense) and during my usual scan of the local airwaves, I recorded an ad break from Old School 105.7. It’s typical of ad-breaks heard on local radio stations around the globe.
Once again I’m reminded of the grand canyon that separates the ads that get entered into awards and the ads that fill our airwaves.
It was hard to be constructive about this lot as none of the ads even attempt to use creativity to cut through and engage the audience.
I wrote retail radio ads for Hyundai. The idiot client could never get enough “retail energy” out of the voice-over guy. He seriously though an actor wetting his pants with enthusiasm would sell more cars than an actor talking with conviction.
Peter as TV and radio ad breaks around the world confirm, there’s a fine line between ‘retail energy’ and desperation.
Snap Ralph. I just got back from 6 weeks in a car through US and Canada. It’s identical to the Australian radio malaise. That’s why I think workshops with station writers is far more critical to the future health of radio than workshops with agency creatives. That’s where 80% of the crap emanates and where we could make a much bigger difference to the quality of that medium.
Ralph makes some interesting points . But in the case of the window ad I don’t agree with him .You don’t have to be creative for the sake of being creative . Some ads are there to provide solid info and this one does it well. It does stand out because the sorts of things mentioned in the ad are what people looking to purchase windows want to know .
I have been involved with radio and radio advertising for a long time, probably longer than most. I have seen changes, cyclical ideas and genuine innovations.
Some radio ads are simply a list of goods and services, others are slightly, more, or much more deeply informational. The worst thing that can happen to Radio advertising is that the client should have any input whatsoever when it comes to creativity. I once washed my hands of a client who told me that the factory sound effect behind the voice over did not sound like the interior of his metal working factory.
I have lost others who told me they didn’t like the theme music, because it didn’t reflect their personal taste in music.
The problems are easily diagnosed, the fact that most clients perhaps can’t sing, but can certainly talk makes them think they know radio. Too many value radio at some point below TV, video, film, or print. The method of delivery of ads is also important, drive time listeners will shut off if varying ads are grouped in long runs. All your creative efforts are dampened and even executed by saturation.
This is just the beginning of a much longer lecture…….
Good to see comments about Radio Imaging, which I have been building for 20 years. It used to be all about making it louder on younger brands and more involved pieces to cut through. Some of that can still work, but let people breathe especially after an ad break where you’ve been made to listen to a lot of messages already. That amazing point where cool meets informed can’t be wallpaper and a quicker than quick dead pan delivery anymore. That’s usually how old voice guys try and stay on CHR stations (they don’t mind putting their fee down either). BTW – I love ‘Even he leaves before the end of the ad’ !!