CEL­E­BRAT­ING RA­DIO AD­VER­TIS­ING WITH RA­DIO­CEN­TRE Win­ners Alan Wil­son and Dic­con Driver, cre­atives, Ab­bott Mead Vick­ers BBDO

Campaign UK - - PROMOTION -

I chose this ad be­cause…

It’s so tricky to come up with new ways to tell folk what they al­ready know: that they should quit smok­ing and do it now. I say that as an ex-smoker who of­ten used to turn down the vol­ume or flick sta­tions to avoid be­ing scared or re­minded.

This ad has a sim­ple but clever idea at its heart, and one based on a real truth for smok­ers – that find­ing your breath be­comes harder do­ing the sim­plest of things.

Things like read­ing out 20 sec­onds of a script in one breath.

Stripped back, and with no tricks or gim­micks, its strength is in its sim­plic­ity as well the nat­u­ral, be­liev­able per­for­mance; every smoker will know and feel the truth as they hear him run out of breath against all his ef­forts.

A smart and re­ally well-writ­ten ad that shows the power of good ra­dio. Nice one.

How would you en­cour­age cre­atives to ‘See Ra­dio Dif­fer­ently’?

Have some bloody fun with it! Ra­dio can some­times be­come a par­ish no­tice board as op­posed to a spring­board for an idea that gets the imag­i­na­tion revved. Try things, mess about, find new ways through the play.

It’s all in the per­for­mance – great voiceovers can be the dif­fer­ence be­tween a script com­ing to life or turn­ing you off. You don’t need fa­mous ac­tors – give good briefs to VO agents and you’ll get sur­pris­ing re­sults.

Give your­self time to write your ideas. That way they have a chance to be good. Pretty ob­vi­ous to say, but if it’s the thing you knock out in five min­utes, like­li­hood is it’ll be shit.

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