CEL­E­BRAT­ING RA­DIO AD­VER­TIS­ING WITH RADIOCENTRE Win­ners Tom Dixon and Jo Grif­fin, cre­atives, WCRS

Campaign UK - - PROMOTION -

I chose this ad be­cause…

The writer/di­rec­tor Billy Wilder had a rule: “Grab ‘em by the throat and never let ‘em go.” And that’s why I chose this spot, for NHS Blood & Trans­plant.

The com­mer­cial be­gins: “I’m there as she’s rushed down the cor­ri­dor of A&E. Her blood­ied hands are hang­ing limp from the side of the hos­pi­tal bed …”

Then, throats grabbed, the pro­tag­o­nist’s point of view flips – from an A&E cor­ri­dor to a su­per­mar­ket aisle. Be­cause she is a blood donor, and she’s sav­ing some­one’s life while get­ting on with her own.

Here is a tight script – drama, to­tally at the ser­vice of the mes­sage. A sim­ple but ar­rest­ing nar­ra­tive tech­nique, too. And a sin­gle voice backed by sparse, mean­ing­ful use of spe­cial ef­fects.

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

By see­ing ra­dio sim­i­larly

– as an op­por­tu­nity to be sim­i­larly am­bi­tious, sin­gle-minded, and in­no­va­tive as with any other chan­nel. And by see­ing the pos­si­bil­i­ties of au­dio, as demon­strated by the best pod­casts and the suc­cess­ful TV shows that be­gan in ra­dio. By chal­leng­ing the 30” spot

– seem­ingly the de­fault length for ra­dio. This is a prob­lem be­cause in au­dio, we voice the logo, end line, phone num­ber, hash­tag, site and any le­gals, leav­ing barely any time to en­gage. By push­ing your craft.

With TV, you may spend weeks craft­ing to re­ward re­peat view­ings only to see it on air once. With ra­dio, the op­po­site is true. While some spots be­come in­fu­ri­at­ing with re­peat lis­ten­ing, those with great craft only im­prove.

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