The Oscars Of Radio Advertising Gives Fun Advice On Not To Write A Commercial

Things We Don’t Want to Hear in a Radio Ad (Part 1) from Radio Mercury Awards on Vimeo.

It is awards season for creative types.  Not only was this past weekend Hollywood’s Academy Awards, it was also the local chapter of the American Advertising Federation’s ADDY’s Awards to honor excellence and cultivate a high standard in all forms of advertising.  Congratulations to the Indy area winners!

While most businesses could care less about winning an award – and rightly so, because advertising’s main objective is to win customers & profit; not trophies – many could do well to take advice from industry pros.

A bad commercial is wasted money for a business.  What makes a bad Radio commercial?  Often it’s a lack of relevant, valuable information that matters to the target audience and instead a message that’s filled with empty clichés.

The nationwide Radio Mercury Awards, sort of “the Oscars of Radio advertising”, was established in 1992 to encourage and reward the development of effective and creative Radio commercials.  The judges for this year’s competition, which is open for nominations now, have put together this above humorous video on what they don’t want to hear in a Radio ad.

Watch, enjoy and remember this guidance next time you are responsible for coming up with a commercial message… and know that I and Emmis’ Creative Services department can help you.