MAC 212 Radio Advertising Part 2 Writing, Creative & Direction
The Assignment• Assignment – 3 x 30, 50, 50 or 60’ radio commercials – EACH – A real client• Radio as a medium• The Process – Write the brief first – Compliance – Writing & Casting – Direction & Post-Production
Remember• The Creative Opportunities – Radio as an intrusive medium – Radio as a blind medium – Radio as a friend – Imagination – Character – Surprise – Engagement with the listener
The brief• Who are we talking to?• What do we want them to do?• Why should they do it?• Remember it’s a campaign – Is there a tag line? – What about branding?
The RAB’s 5 I’s• Involvement – how do get involved?• Identity – Is there a sonic brand?• Impression – what will listeners think?• Information – Is it clear?• Integration – one campaign, many outlets
Scripting• Script title / writer / client• (directions)• MVO1• FV02• SFX: Sounds / Music / etc
Casting• Find the right voice for • Ginsters commercial • NSPCC• Hard Sell • Laidlaw• Soft Sell• Character• Accent / Dialect
Direction• Is it a natural scene? • Super Noodles• Playing for laughs? • Amerada Gas• Movement? • Autotrader• Emotion? Tone? • ITV• What’s happening?
Campaigns• Common style, tag lines, messages, styles
Sound Design / Post-Production• Theatre of the mind • Audi – Paint pictures • Vodafone• Use the space • London Zoo – It’s a radio! • Network Rail• Radio is blind – imagination• Microphone technique• Mixing / stereo field• Stand out
Using Sound / Creativity / Music• Use Sounds • Seatbelts• Use silence • Samaritans• Use voice• Use music• Use humour• Simplicity