High Five: The Power of Audio
Audio is at least 51% of any film. Anyone who’s ever spent any decent time making (or even just watching) films, will tell you that. Because sound provides the emotional framing for visuals, not vice versa. Think of it this way: the Benny Hill theme tune would make Freddy Krueger feel like a pantomime baddie - Freddy Krueger would not make the Benny Hill tune feel evil or scary. So, as the industry celebrates 50 years since the launch of commercial radio, why aren’t we looking back and heralding radio ads as the most compelling ads ever? Well, probably for the same reason that there aren’t that many compelling silent movies anymore...audio and visual together has a multiplying effect. Yet, for me, radio is still one of the most creative and exciting media. I love it. Maybe it’s the musician in me, but I see such a wealth of possibility when you’re restricted to the ears alone. And there have been some absolute bangers that have used and explored the power of sound wonderfully, in different ways. Here’s a few that popped to mind. Hope they leave your aural cavities suitably inspired...
Department of the Environment, Transport & the Regions (DETR) - 'Agadoo'
Agency: AMV BBDO
Use of music: Nothing does shorthand for a feeling quite like a well-known piece of music. AMV BBDO smashed this out of the park with this archive ad from 2000.
Old Spice - 'The Man Your Man Could Smell Like'
Agency: Wieden+Kennedy
Use of directional sound and audience space: Much of the time with radio, you know where someone’s positioned when they listen to your ad. What better way to put the audience ‘in’ your ad than by playing with that?
Department of Transport - 'Two Things at Once'
Agency: AMV BBDO
Using the limitations of the medium: In true creative style, this idea takes a limitation of audio and makes it the metaphor for the ad.
Spotify - 'A Song for Every CMO'
Agency: FCB New York
Use of targeting: Digital music has sharpened our ability to personalise our message all the way down to an audience of one.
Corona - 'Native Sportscasters'
Agency: We Believers
Using different formats: The best radio ads don’t have to be ads at all.
