Writing for radio is my strong point. I love this medium as it costs a fraction to produce in comparison to television so there is little to no limit for the imagination. Well written copy recorded by excellent voices can produce magic on the airwaves.
I recently came across the Radio Advertising Awards web page which celebrates excellence in radio advertising. This is from 2010. I liked what I heard and thought I would share some of it.
These British awards are organised by the Radio Advertising Bureau. Like their film and stage counterparts, called Oscar and Tony respectively, these advertising trophies are called Aerials. I select three which I like for either their simplicity yet their power; their clever way of presenting the idea and the superb delivery of the voices.
To listen, click on the underlined product name.
Aerial for best use of radio to Drive Sales
WINNER – Heinz Tomato Ketchup
It has to be Heinz
[clear]
Aerial for best writing and direction
WINNER – Frank
Giggles vs Panic Attacks
[clear]
Aerial for best use of radio to drive consideration
HIGHLY COMMENDED
Nando’s
IT’s OK, Little Goat, Eggs, Spotify
[clear]
If you wish to read on the background of these ads or hear other winners, go to www.radioadvertisingawards.co.uk
