Back in the 1970s in America, there was a comedy duo called Stiller and Meara who became spokespersons  for a wine called Blue Nun. Each commercial told a story, sometimes a little sad but always with humorous twists ,which ends in the couple sharing a bottle of Blue Nun wine. The equivalent today would be Gavin and Stacey making up over a bottle of Lambrusco.

The point is the scripts were witty, involving and the product was always the hero of the commercial, not just the two star voiceovers. OK, they had the luxury of 60 seconds but they got an unprecedented response from listeners who not only enjoyed the radio commercials, but also actually looked forward to the next in the series.

Perhaps therefore we should look further than the short term -consider producing more than one commercial and look for creative solutions that are also long term campaign solutions.

That way you build a bridge with the audience and who knows, it could be your commercials they start looking forward to.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.

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