Check out the analysis below of five award winning radio ads.
Radio Ad 1: I Am the Middle Bun
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Description: The experience of a Dreamer or second generation American of Latin heritage as it parallels the middle bun of a Big Mac, caught between two worlds.
Objectives: The primary objective is to sell more Big Macs. Secondarily, this ad says that McDonald’s understands their lived experience.
Target Market: Young, Latino/a, Spanglish-speaking, with a love of America and this cultural heritage.
Action: Buy a Big Mac. It will bring you simple joy.
Value Proposition: The Big Mac tastes good and mirrors your experience. Like life, if your sandwich isn’t messy you aren’t doing it right.
Radio Ad 2: Keep Farts Funny
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Description: A sampling of various farts, calling attention to chronic flatulence as a possible symptom of colon cancer.
Objectives: Awareness of this symptom of colon cancer and to encourage colonoscopies for those over 50.
Target Market: General audience with special attention to adults 50 or older who are at greater risk of colon cancer.
Action: Be aware that chronic flatulence is a symptom of colon cancer. Get a colonoscopy if you are 50 or older.
Value Proposition: Keeping farts funny, making something that people are afraid of like a colonoscopy easier to talk about. Who doesn’t love a good fart joke?
Radio Ad 3: Kitty
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Description: Someone imitating the “meows” (badly) of a rich man’s deceased cat.
Objectives: Help people imagine how they would spend their money if they were to win the lottery. Sell lottery tickets.
Target Market: Anyone of lottery buying age. General appeal to a wide audience.
Action: Buy a lottery ticket.
Value Proposition: If the buyer wins the lottery, they will spend their money on much better things than this guy wasting his money on bad kitty imitations.
Radio Ad 4: Netflix Holiday Radio
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Description: Two different scenarios of relatives who are very different, but find common ground with a shared interest in a movie genre.
Objectives: Remind people of the tension that is often felt visiting relatives and how a good movie can offer some relief. Increase Netflix subscriptions.
Target Market: General appeal to a wide audience. Those with the means to afford a Netflix account and the technology on which to play it. Most people have awkward family relationships they navigate during the holidays.
Action: Subscribe to Netflix.
Value Proposition: Netflix creates opportunities to share experiences with family members who are very different from us.
Radio Ad 5: Wake Up
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Description: Loud alarms and sirens played as advertisements between 1:00 and 5:00 am to help keep sleepy drivers awake.
Objectives: Call attention to waking up sleepy drivers to sell more Sobe Energy drinks.
Target Market: Anyone who is sleepy and needs to stay awake.
Action: Buy Sobe Energy drinks to help keep you awake.
Value Proposition: Drinking a Sobe Energy drink is a more desirable way to stay awake than unexpected loud alarms and sirens.
