DIARY: Why Radioville pulled out all of the stops to locate El Vinos family

Leaving things to the last minute might be something you'd expect from students or journalists, but you'd think advertisers would know better - wouldn't you?

Unfortunately, Radioville was caught out recently when it realised with barely hours to spare that it didn't own the radio ad it had just successfully presented to its client.

To advertise Time Out's Eating and Drinking Guide, the spot featured a prank caller ringing up El Vinos restaurant in Fleet Street to find out whether it still had the jacket he'd lost there 20 years ago.

However, when it came to getting permission to use the taped call, it was suddenly discovered that the family that owned the restaurant had, er, rather a lot of members.

A frantic scramble ensued as Radioville tried desperately to locate all 12 in time for the ad's first scheduled airing at the end of the day. Couriers chased through the London streets, search parties were formed and even satellite photographs were studied intently.

In the nick of time, everyone was located and permission was granted.

Bet Radioville won't be making that mistake again.


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