Coke Side of Life Makes For Good Radio

I've outline what makes a bad radio commercial. So let's talk about some good radio commercials, such as Coca-Cola's "Get Well" and "Office Fridge" spots. The spots are part of the "Coke Side of Life" campaign, which is pretty solid as well.

Although these spots are good, I can't find the best one from this campaign. The spot beautifully describes the "neolithic and cryogenic" effects of reaching your arm deep in the cooler to pull out that really cold Coke and implores someone to "please pour it in my mouth." The words create incredible imagery and taps into that miserable and empathetic feeling you get after plunging your arm in frigid cooler water.

Wieden + Kennedy wrote the spots. Carlos Chafin and Robbin Thompson of In Your Ear put together the music.

Undeniable Signs of a Crappy Radio Commercial

I've never done a top 10 list, but after hearing some really crappy radio ads on the way to work, I'm ready to go medieval on some audio.

1. "Wow! I sure could use that."
2. Car dealers screaming at the top of their lungs. LOUD NOISES!
3. "Hey, have you heard about (insert product here)?"
4. Does it ask questions? Are there a lot? Are they in rapid succession? Is the spot pointless?
   
5. Anything written by the radio sales staff
6. "I'm heading over there to buy one right now."
7. Laugh tracks
8. Spots that sound like someone reading the SPAM from your inbox
9. "and the best part is"
10. Old songs reworked with bad lyrics that aren't funny or self-deprecating. Think "Crumbelievable."
    

If you recognize any of these telltale signs, refrain from immediately sticking your fingers in your ears. Keep your hands on the wheel and belt out your favorite Bud Light "Real Men of Genius" commercial until the misery passes.

Tomato, Tomato; Potato, Potato

I heard an ad for the Boat & RV Show at the Overland Park Convention Center this morning on Sports Radio 810. The ad was your typical boat show ad. It featured some guy screaming "boat show, boat show, boat show" over and over.

What was not typical of the ad was the announcer repeatedly mispronouncing the name of the city. I've lived in the Kansas City area for over 20 years, and this is the first time I've ever heard the city's name pronounced "over-land park." The correct pronunciation is "over-lend park."

This isn't a tomato tomato, potato potato thing (work with me here, you have to make the sounds in your head); this is the equivalent of a rock star screaming "Good night Cleveland" when his show is in Chicago. It's bad news for the advertiser but mostly bad news for the city, because they ultimately lose if this mistake prevents anyone from going to the show and spending money in their city.