I have the privilege of being a guest speaker at Walt Jaschek‘s radio ad production course that he teaches through the Webster University School of Communications.
During my one-hour presentation, I’ll be sharing some of my all-time favorite radio commercials that I have produced through the years. Sad to say, there are no recent spots that I’ll be sharing. It’s not that I’ve lost my skill-set for creating radio commercials that stand out, get noticed and acted upon. I simply don’t have the client list that does broadcast advertising anymore.
And that’s a shame. Radio has always been one of my favorite modes of advertising. I’ve probably written and produced more than 200 radio commercials throughout my career. I’ve had the opportunity to create memorable spots for a wide variety of clients – here’s a short list …
The Missouri Division of Tourism; St. Louis Science Center, St. Louis Baseball Cardinals, Six Flags, AAA Insurance, Charter Communications, The Pasta House Company, Missouri Division of Highways Safety – I could go on and on but I won’t.
No matter what the client, service or product, I always sought to deliver their key message in some attention-getting, memorable way.
I’ve done a jingle or two. I’ve done humor. I’ve done drama. I’ve been hollered at by Peter Graves and Jack Buck – all in the pursuit of creating radio commercials that cut through, are memorable and that get the cash register or the phone to ring.
Creating great radio commercials involves the ultimate theater of the mind. Through words, sound effects, music and the talent you choose you can paint a picture in someone’s head and if you do it right, plant a seed as well that gets that person to act.
Going through the radio reel that exists on my website as well as raiding my archives made me realize just how much I miss both writing and producing radio spots. It’s a talent I have that has gone untapped for too long.
I wish there were some car dealer out there or local retailer who wants to reach a very targeted audience and knows they could be doing better with their radio efforts. Maybe there’s a new product or service that needs launching. Maybe a local golf course is tired of seeing their number of players continue to go down. Whoever, whatever, I could virtually guarantee that I could do a better job than anything they’ve ever done before.
I just need someone to pick up the phone and call me.
This operator is standing by.