Advertising's soft underbelly.
A friend of mine likens radio to the gaping carcass of a zebra after the lion has had its feed. The bits the lion has removed are television, posters, press, digital, direct. He has dragged them off into the veldt and is quarreling over them with other apex predators.
Meanwhile, there is still some award-worthy meat left in the deserted carcass for those with a bit of cunning. And since your competiton is off competing for those sexy giblets with all the other alpha creatives, it is thus easier to become king of the wireless castle.
I have posited an alternative hypothesis to him. It is that without the crutch of visuals, radio is really really hard to do well. And only the cream of creative people have the talent to master it.
His riposte was, firstly, that using 'posited' is pretentious. And secondly that the first commercial on the reel you are about to play proves his point beyond all doubt.
It won Australian Radio Commercial of the Year, and together with its brethren received around 30 gold, silver, bronze and finalist awards from Cannes, CLIO, London, One Show, AWARD etc etc.
The TV version (with almost exactly the same script) caused a storm of controversy, was pulled from air and won a grand total of diddley and squat.
Either way, if you want to raise your creative profile via shiny bits of metal, radio is where it is at. To help you out, I have reproduced the simple guide to making radio ads that I created for Campaign Brief recently. Feel free to cut and paste.
Meanwhile, there is still some award-worthy meat left in the deserted carcass for those with a bit of cunning. And since your competiton is off competing for those sexy giblets with all the other alpha creatives, it is thus easier to become king of the wireless castle.
I have posited an alternative hypothesis to him. It is that without the crutch of visuals, radio is really really hard to do well. And only the cream of creative people have the talent to master it.
His riposte was, firstly, that using 'posited' is pretentious. And secondly that the first commercial on the reel you are about to play proves his point beyond all doubt.
It won Australian Radio Commercial of the Year, and together with its brethren received around 30 gold, silver, bronze and finalist awards from Cannes, CLIO, London, One Show, AWARD etc etc.
The TV version (with almost exactly the same script) caused a storm of controversy, was pulled from air and won a grand total of diddley and squat.
Either way, if you want to raise your creative profile via shiny bits of metal, radio is where it is at. To help you out, I have reproduced the simple guide to making radio ads that I created for Campaign Brief recently. Feel free to cut and paste.