It’s the client on the phone. They got me to record the ad on their answer machine. Me voicing it and doing the characters over the phone. They played it to their kids and they didn’t like it. It’s good to know that their radio advertising decisions are based on the reaction of a 6 year old kid. Does a 6 year old buy conservatories?
I’m constantly amazed how clients judge their advertising. Gut feeling is great. But the way you judge it is to go back to the brief and see if it answers it. Does it tell people what you want them to do? Does it give them a great reason to do it. I remember some ads from the 1990s by a double glazing company. They created amazing top of mind awareness, in the beginning. Then they gradually started to irritate people. We tried to talk to them about running some ads with actual reasons to buy from them…but we were ignored. After an amazing flash of “awareness” for a couple of years the company eventually went bust. EVERYONE knew them. No one wanted to buy from them.
Ads should not be some kind of ego trip for the owner of the business who wants to hear his own voice on the radio.
Ads should not be just to entertain. (although they CAN entertain)
Ads should not be a platform for the writer to show how wacky and creative he is.
Ads should not be done just to win awards (although the best ones CAN win awards).
Ads are not about awareness or image (that is something that happens anyway, be true to brand… but be more!)
Judge an ad on whether it tells people what it wants them to do in relation to the client and gives them a really good reason to do it. Ads SELL.
If there’s nothing to SELL (and telling people you DO something… like “I sell carpets” is not selling) then don’t judge the ad, judge your brief!