- Radio Commercial Scripts and Production
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Our Radio Ad Script Holiday Spree Continues with Scrooge in Blue
All right, we’ve beaten Scrooge to death for Christmas. So now let’s dig him back up and resurrect him into a traffic cop.
As you’re struggling to do your last minute shopping, your budget may get blown just paying for parking if you live downtown. So, once again this freelance copywriter charged into the holiday retail breach to sell shoppers on the idea of coming out to the mall, where shopping is free and easy.
In fact, this spot goes so far as to make a parking spot seem like the perfect gift.
Only to have officer Scrooge snatch it away…Play it now:
“Park! The Herald Angels Sing”
Author: Dan Goldstein
Just what you wanted for Christmas: more wonderful holiday radio commercial scripts!
And I’m happy to oblige. In fact we’ve stepped up our copywriting services for this most wonderful time of the year.
To commence the festivities, we’ll turn to radio spots of Christmas Past and finish what we started last year by bringing Ebenezer Scrooge back for a sequel performance on behalf of Stonestown Shopping Center in Daly City, California.
In our last radio commercial script episode, Santa gave Scrooge some push-back on shutting down the holidays.
But Ebeneezer is circling back with another anti-joy ploy. How odd to be employed at Yuletide to channel the holiday’s most dedicated opponent for the purpose of driving more people to come, celebrate, spend–and give…
“Scrooge’s Christmas List”
Next time, a modern Scrooge in uniform tries to dampen holiday shopping spirits…
Subscribe now and don’t miss out on the Xmas drear!Author: Dan Goldstein
The dead-weight tagline my client imposed was the gift that kept on giving this freelance copywriter more concepts.
My freelance client, Handy Andy, handed me the slogan, “Nobody but nobody sells for less.” In a previous post I described how the constraints of working with this burdensome line actually gave wing to quite decent concepts for radio and television commercial scripts.
I asked myself questions along the lines of:
Who could sell for less?
Well, a crook could sell for less. So I had fun scripting radio and TV spots dramatizing that.
I asked myself:
If nobody sells for less, how do other stores compete?
Here’s my answer:
When the client wanted concepts and copy for yet more television spots to drive home their promise, I asked myself:
Who doesn’t care that nobody sells for less?
The answer was someone who’s too dumb to understand the benefit or someone who’s just too rich to care.
So I scripted a spot set in a big box store where an actual dummy is shopping and runs into another customer who’s actually made out of money. Quite surreal. The bills were blooming out of the aristocrat’s shirt. The dummy’s arm flew off when he proudly exclaimed he didn’t care about low prices.
The ads worked, so my client kept asking me to ask myself more questions, so I could turn around and script more commercials.
Since I was getting paid and the ads were working, I was happy to ask myself:
Who cares too much that nobody but nobody sells for less?
Here’s some of the fun I had answering myself…
“Big Chill Anniversary Sale”
I could go on and on.
But you get the ear picture.Author: Dan Goldstein
Ad Campaign development for Handy Andy Appliances Continued
In a previous post I explored how creative confinement actually led to creative liberation. Having the rather ordinary tagline “Nobody but nobody sells for less.” actually freed me to explore every way that claim could be contradicted and proved.
One direction within the overall direction was to dramatize examples of how one might sell appliances, TVs, etc. for less than my client.
The following radio and TV ad scripts provide the answer while underscoring the wisdom of going to Handy Andy.
“Lucky Day” 60-Second Radio
“Greedy Stevie” 10-Second Television
You can see and hear how the ideas keep flowing from a ho-hum tagline here…Author: Dan Goldstein
Since I’m in the business of providing radio commercial scripts and production, it seemed like a good idea to create a radio ad to sell my services.
So that’s what I did. It was great being my own client, except for the part where I had to pay for the airtime. Plus recording studio time, and, of course, the voice talent. At least my actor buddies let me hire them at scale. And I voiced the end tag–with a phone number, I’m sorry to say, that is no longer my phone number.
It felt a little strange to pay to bray about my prowess at creating radio ads.
But it was the perfect way to not just make wild claims, but to prove those claims to the entire San Francisco Bay Area in the very spot I was airing.
So I tooted my own horn.
Hey, I’m in advertising after all.
Funnily enough, it worked.
Every time the ad played, my phone rang.
One of those calls was from the publicity manager for Beach Blanket Babylon. I wound up writing a few scripts for Steve Silver.
Other leads shook out.
Here’s my radio commercial to sell my radio commercials. Let me know what you think.
“Hal’s Hall of Humiliation”
Author: Dan Goldstein
Every Holiday Season the Wise Merchants Make Their Way to the Lowly Manger of the Radio Ad Script Writer.
And the wise radio commercial copywriter answers their entreaty by summoning the spirit to craft a new tale out of an age-old story.
Over the next few posts, in that spirit, I’ll bring you some of my summonings. This first spot is built on another tale, Dickens’ “A Christmas Carol.”
I resurrected Ebeneezer Scrooge to help Stonestown Shopping Center ring in the season.
The obvious inspiration was the promotional tie-in with San Francisco’s ACT production of this Dickens tale.
I was also lucky enough to cast Sydney Walker as Scrooge. Sydney played Scrooge in ACT’s production for many years.
“Flick That Switch”
Author: Dan Goldstein
It seems nobody can catch Tim Dauber in his artful misuse of house paint–except, perhaps, Tim Dauber. Pay particular attention to the word “perhaps.”
This radio ad script‘s title was “Nightmare,”…and it nearly was.
hen I presented this script to my marketing friends at Kelly-Moore Paint Company, they brought it to the Big Guy upstairs, who green-lighted production. (And why wouldn’t he? Kelly-Moore was more than holding it’s own as the industry was sagging. They attributed their immunity to the slump to Tim’s immunity to K-M.)
When the marketing team brought the finished radio spot back upstairs for final approval before broadcast, the Big Guy decided not to run it because “It sounds like a nightmare.”
He slept on it and, a few days later, decided to air it.
This was the last spot of this radio advertising campaign. In future posts I’ll return to my work for Kelly-Moore to show how I built further campaigns on Tim Dauber’s back.
Author: Dan Goldstein
As the campaign builds, this radio ad script puts Tim Dauber under closer scrutiny.
Well, maybe wife Claire isn’t quite as oblivious as all that. In this radio commercial she’s hired a P.I. (Paint Investigator) to check Tim’s work.
The radio ad script, “A Spy in the House of Dauber” presented creative and technical challenges for this radio commercial producer.
The timing and distancing of sound effects and dialogue had to be handled with great precision and at the same time creative interpretation to present an understandable, realistic and funny ear picture of goings on behind closed doors and out back windows.
Big fun here to have the audience root for mispainting malefactor, Tim Dauber, to escape detection and dodge Kelly-Moore Paints again–even as they take in the message of how this paint company offers friendly, expert advice and sells top quality paints at great prices.
”A Spy in the House of Dauber”
Author: Dan Goldstein
Visual Radio Ad Production
Part of the secret of the visual nature of this radio ad campaign‘s radio commercials is in the scripting, acting and production that keep Tim shifting points of view between confiding in his listeners, and putting on another face for his wife and others.
I cast Mike McShane, a wonderful actor, to play Tim Dauber. Mike has gone on to perform lots of great roles in film, television and stage. Some may remember him on Seinfeld as Kramer’s nemisis, Franklin Delano Romanowski.
He masterfully shifted between chatting openly with us, sidestepping into his glad handing domestic persona for Claire, and even craftily slipping us an occasional conspiratorial aside right in front of his adversaries–and then getting caught at it–and then wriggling out of it.
In this radio commercial, Tim Dauber continues his career in bad house painting despite Nosey Neighbor Neil, who’s wise to him.
Author: Dan Goldstein
That’s what they say about an advertising concept
that is extendable, expandable, and, hopefully, effective.
It can keep going.
Tim Dauber seemed to walk that talk by engaging the listener in his ongoing domestic struggles with wife Claire.
As I was asked to create radio spot after radio spot in this radio advertising campaign, Tim’s backhanded advocacy of Kelly-Moore Paints played out many ways.
Here’s how it went down when Tim’s wife wanted to move out of their mispainted house…
Tim Dauber paints the door shut on moving in
Stay tuned to hear me and Tim Dauber keep slapping down this radio advertising campaign and painting more indelible radio spots.Author: Dan Goldstein
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About Freelance Copywriter Dan Goldstein
I write copy to get results.
But flat-footedly asking for those results doesn't always work. You have to get your customers' attention, convince them you understand their problems, needs and desires, and then present a compelling solution in a memorable way. I offer copywriting services in all media, including the Web, that jump through all these hoops with enough style to enhance your image while scoring sales.
I spent the first part of my career as a copywriter at major advertising agencies.
I worked for a wide range of clients on everything from food and beverage accounts to financial services to travel, real estate, restaurants, and much else. Along the way, I picked up numerous awards, including a Clio.
I now offer my copywriting services directly to businesses as well as advertising agencies and design firms.
You can contact me with questions about copywriting or to get to work on your next piece of powerful communication.
You can also subscribe to my blog for hopefully pithy and entertaining insights on advertising copywriting and the creative process.
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