Happy Friday, everyone!
Here is this week's poll question:
What is the most challenging piece of ad copy you've ever had to write?
Looking forward to reading your replies!
In the past I had to write a lot of radio for television channels. Must say I used to struggle with the death and mayhem I had to put in.
Kinda felt like a cigarette ad some times.
Wrote a campaign for a pet shop once who had 50 turtles for sale. Ads started at 9 a.m. they were sold out by lunch time.
Shaun
Blake's Autobody wanted something completely off the wall that hadn't been done before to grab everyone's attention. So I recorded my "Blake's" creative sessions with some musical and funny people I know and edited my sessions for the copy and music on a number of spots. On the first day the spot aired, a radio station thought there was a "live" mic on in one of the studios and a minor scare went through the building.
Client
opulation Service International ( PSI)
Product: Durex Special Condom
Year; 1992.
i didnt know how to position this product, even after research .Many felt that codom was taboo.so i didnt know how my radio ad would confront the listener individually and collectively. In addition the script was to be approved by Ministry of health officials, media council etc Scientists dont appreciate art.After over six months of frustrations, i settled down on slice of life approach and used well known commedians . One of them had 7 children and was worried that they may have even more. So he was adviced to use Durex Special codom, however we didnt explain in the ad what a codom was ...it was one and a half minutes ad. i won APA award for this ad !
I always struggle to write ads for a "Going Out Of Business Sale" because I like to build a long term relationship... and in this scenario... I know that is not possible.
The other "more difficult" product I have had the chance to write ads for would be "BulletBlocker.com" It's a bullet-proof back pack for kids! I knew there would be a bit of a struggle to make this make sense... but it was a fun campaign to do and I use it ALL THE TIME in presentations to show how my process works (to take people from "unawareness" to "ready to buy" in 30 or 60 seconds)
I'll attach it so you can hear the ad.
I like this one a lot! It makes Blake's sound very fun and down to earth(not your typical body shop ad). And being from the Bay Area, I know Blake's is just that.
Many thanks Jason. Here's another for the same campaign...
Help Wanted Radio Sales. Whenever I write one I feel like one of Liz Taylor's husbands.... I know what is expected of me, now how do I make it interesting?
I was working for a Country station and one of my Country bars became a strip club. Together with the owner, wrote the script on top of the cigarette machine and saved the buy. We got the word out without offending our great listeners.
For a septic company...but it actually turned out very well. The owner uses the ad in other locations also.
I can't tell which one of my creations is the most challenging one but I have been composting ad scripts for the last 5 years and now I am going brain dead. I joined this forum to get some more ideas from you all.
My most recent challenge: motivating dog-owners-who-don't-pick-up-their-dogs'-messes to change their behavior.
The campaign has just started, so it remains to be seen whether this can be accomplished with radio advertising.
Ours may be the only city in America at present whose mayor is addressing the issue on the air. The spot I wrote for him is a tad more dignified than its successor.
Anyone else dealing with a similar challenge in your market?
love the second one!
