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

Christmas