Become a Member
Proudly Sponsored By
articles / advertising know-how and fearless opinions
IHAVEANIDEA.ORG > articles >  Television Proves Radio Works


Television Proves Radio Works

Posted on July 31, 2003 and read 438 times

Television Proves Radio Works thumbnail

The other night, while scanning the channels, a commercial came on that I had seen several times. On this occasion however, something caught my attention. Here’s the scenario: Man and woman (celebrities) in a long-running series of commercials based on a playful battle of wits. She offers him five dollars for his old telephone. He says it’s not even worth five dollars so she takes the phone and leaves him a one-dollar bill. Then, the camera zooms in on a wall-mounted radio and a RADIO commercial announces that an old, used phone could be worth fifty to one hundred dollars toward a new one at this chain of electronics stores. He clues in – but it’s too late. She laughs and drives off to get a discount on her new phone. Think of it – a television commercial using Radio to deliver the message!

The other night, while scanning the channels, a commercial came on that I had seen several times. On this occasion however, something caught my attention. Here’s the scenario: Man and woman (celebrities) in a long-running series of commercials based on a playful battle of wits. She offers him five dollars for his old telephone. He says it’s not even worth five dollars so she takes the phone and leaves him a one-dollar bill. Then, the camera zooms in on a wall-mounted radio and a RADIO commercial announces that an old, used phone could be worth fifty to one hundred dollars toward a new one at this chain of electronics stores. He clues in – but it’s too late. She laughs and drives off to get a discount on her new phone. Think of it – a television commercial using Radio to deliver the message!

They had other options. They could have shown a close-up of the store’s flyer. They could have shown a television commercial in the background. Instead, they kept it realistic. It’s normal to have a Radio on in the background while you’re doing other things. We tend to catch the commercials that are of immediate interest – as in this case. Was it a conscious decision to use Radio to deliver the message in the TV commercial? That’s anyone’s guess. I suspect it was just a handy device to give the details while subtly cross-promoting their radios. In any case, the message it sends out is clear. Even television uses Radio to deliver the message!

Wray Ellis is Director of Creative Services at the Radio Marketing Bureau.





  • Alyssa Hilapo

    Brian Howlett, how can I find that “Labatt: Know When to Draw the Line” commercial featuring a hung over guy with that teddy bear Cheryl tattoo. “You’re the man, cool guy!” I must find it, please help!


RELATED ARTICLES


    LATEST JOBS

    ALSO IN THE NEWS

    Moving Millennials thumbnail Moving Millennials
    Thoughts from a Cannes Creative Effectiveness 2013 Jury member thumbnail Thoughts from a Cannes Creative Effectiveness 2013 Jury member

    MORE ARTICLES

    Agency Profile: Advico Y&R thumbnail Agency Profile: Advico Y&R

    IHAVEANIDEA ARCHIVE

    Copyright © 2001-2014 IHAVEANIDEA inc. All rights reserved. No material contained in this site may be republished or reposted.
    IHAVEANIDEA™ is a trademark of IHAVEANIDEA inc. Terms and Conditions | Privacy Policy

    Copyright © 2009 ihaveanidea inc. All rights reserved.

    No material contained in this site may be republished or reposted. Terms and Conditions | Privacy Policy