RADIO SPOTS I LIKE. . .

Have you heard the radio versions of the Expedia spots?

You know the television version, where the couple is planning the trip to Hawaii, but he balks at booking surfing lessons because in his imagination, she falls for the surfer dude.  The radio spot has to do that all in 30 seconds, with NO visuals.  I'd say it was translated very well. 

Listen to the production also.  The engineer added just the right shade of reverb to put the couple in a house with minimal furniture and wood floors.  Can you tell?? 

I also like the Onstar commercials.  Reality Radio.  Although, the earlier ones last Fall were more compelling, they sell the benefits of the service. And they do it with emotion and sometimes humor.

Normally, I don't like to comment on political ads, but this one is a doozey: The Bush campaign hired a Boston firefighter to speak against Senator Kerry.  The man's second line of copy is "And I think you  have a funny accent too."  That's not going to play well in the South, or in California.  What about instead: "I know you think  I  have a funny accent, but this time, listen to what  I am saying..."  That would at least add some humility. 

But...consider the source.  I can say that because I used to work for him.

Update from September 2004 - The campaign has now revised the spots. Looks like they changed that line. Goes to show you never know who reads these things!

Thanks for reading

Ron Harper - April 2004

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