LIVING IN THE 50'S

Radio is like a time machine. All you have to do is tune in and you can be whisked back to say, the 1950's. It's no always the format or the air personalities either----most times, it's the radio ads that go back in time.

Listen to how most situational(or slice of life as clients love to call them) radio spots, written at the local level, sound. Let's use a restaurant as our example:

V1 Hey Jim how are you doing..
V2 Great Bill..How's the family..?
V1 Fine.. Say you look like you've lost a few pounds.. Is Susan starving you out..? (LAUGHS)
V2 No. We've just been going to Fred's House of Health and enjoying their healthy new menu.
V1 Healthy new menu..?
V2 Yeah. Now Fred's features bean sprout burgers, vegetable wraps, organic soups and great fresh salads.
V1 I love salads..
V2 You should try their Garden salad, made with fresh romaine and bin lettuce, vine ripened tomatoes, farm fresh cucumbers and carrots, then topped with one of their homemade organic dressings..
V1 Wow. Sounds delicious..My mouth is watering already. Where are they located..?
V2 Just behind Karen's Clip Joint on West Wabash...Hey-- try their meatless Tuesday menu--- you'll love it..
V1 Thanks. Glad I ran into you..

Anyone cringing yet?

This happens every day, in every market. I know, because I listen to them on the air here in Denver, and am asked to 'spruce up" some versions when they're sent through as an order from another market.

Please---- step away from the 50's, 60's and 70's. Situational radio spots are not meant to just have two people who 'meet' on the street or anywhere else exchanging information. It's supposed to draw you into the situation,so you buy into the skit-- then, get the message delivered. And the message must be simple, and direct---not a list of ideas the client wants to pack into an ad.

Here's what we mean, thanks to Colorado Broadcast Hall of Famer Fred Arthur. Just copy and paste the link:

http://www.broadcastprofessionals.net/mp3/skyline_dodge.mp3

The 1950's were tough enough to live through once. Let's not do it again, unless it's to listen to the music.