Archive for category Radio
Holiday Radio Commercial Script Featuring a Modern Scrooge
Posted by dan in Radio, radio ad scripts on December 19, 2012
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”
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Radio Ad That Sells Radio Ads
Posted by dan in Radio, radio ad scripts, Radio Commercial Producer on June 12, 2012
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”
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Radio Ad Script Antihero Under Investigation
Posted by dan in ad campaign, copywriter, Radio, radio advertising campaign, Radio Commercial Producer on November 11, 2011
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”
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Radio Ad Campaign Antihero Squeaks Through Another Script
Posted by dan in ad campaign, Radio, radio advertising campaign on October 28, 2011
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.
“Nosey Neighbors”
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Radio Advertising Campaign Antihero Tim Dauber Has Legs
Posted by dan in ad campaign, copywriter, Radio, radio advertising campaign on October 21, 2011
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
“Realtor”
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Stay tuned to hear me and Tim Dauber keep slapping down this radio advertising campaign and painting more indelible radio spots.
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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.
