In larger ad agencies, radio is the bastard child of creativity. The B Team or C Team or Interns in the Mailroom Team would get those assignments. In some of the agencies I’ve been at, we didn’t do a lot of TV (the ultimate assignment), so I made my radio assignments as big of a deal as I could make them, from idea to script to production.
For some brands and projects, this means deploying the “more is more” theory, which I’ve used to great success. I’ve long believed that if you’re making a radio ad that’s supposed to have a media frequency of 7 or 8 or 9 or 10, well then by God, that ad better have enough going on to make it worth listening to that many times. In some cases, that means deploying the kitchen sink.
Well, I made a radio ad yesterday at Haggar Audio that used the kitchen, bathroom and mudroom sinks, with the great Dave Adler composing a gigantic music track.
It gave me a renewed appreciation for the sublime power of audio. Thanks radio. You’re cool.