Why can’t any ad agency produce even a half-decent radio spot?
Capital Radio started trying in 1973. Does anyone recall hearing just
one radio commercial that made them think: ’Brilliant - I wish I’d
Thought not. Copywriters who throw a force ten strop if they are asked
to change a word of their TV scripts happily churn out aural junk that
has me hitting the Radio 2 pre-set button on my Blaupunkt every
You know the routine. Rip-off sound track of popular song with lame
lyrics plugging the product; hammy actors trying to sound comedic;
’jokes’ fabricated around puerile sexual innuendos; desperate attempts
to somehow squeeze in the advertiser’s phone number.
Most of this pap sounds like it was written and performed in three
Radio may not be as glam as TV, but it presents the same creative
The poor use of the medium by creatives goes a long way to explaining
why it is about to lose out to the net in the adspend stakes. Digital
radio may offer more stations and better quality sound, but what’s the
point if we’re going to have to sit through the same nonsense.
My suggestion? Lock up every wannabe radio producer and radio copywriter
and force feed them Goon Show re-runs.
Got something to rant about?
Call 020-8267 4702 or e-mail firstname.lastname@example.org.