To gain experience as copywriter early on, I found a site where I could write and sell radio & podcast ads for local businesses and national brands. Below are a few of my favorites of those that sold.
(NOTE: Per NDA agreements, all business names had to be removed. I put in fake names where necessary to keep it a clean read.)
"ACHOO"
PERSONAL INJURY LAW, 15 second radio ad
"Life is unpredictable." I wanted to include that line, and a light tone. Rather than come up with a 15-second scenario, I went meta.
SOUND EFFECT: Recording booth atmosphere.
VOICE ACTOR (V.O.)
—That number again is one eight hundred "Ouch Law—"
—That number again is one eight hundred "Ouch Law—"
SOUND EFFECT: Voice actor SNEEZES.
VOICE ACTOR (V.O.)
Sorry. Can we take it from the top?
Sorry. Can we take it from the top?
MUSIC: SOFT PIANO.
ANNOUNCER (V.O.)
No need. Accidents happen. Life is unpredictable. But your personal injury lawyer shouldn't be.
No need. Accidents happen. Life is unpredictable. But your personal injury lawyer shouldn't be.
"D-I-Y HARD"
HARDWARE RENTALS, 30 second radio ad
This ad was all about empowering non-handy people to become handy. Since (most) movies are about transformation, I thought a fake movie trailer made sense. So I combined my love of bad action movies and my lack of love for any task requiring tools.
MUSIC BED: Thrilling Hans Zimmer-y MUSIC.
VOICE DIRECTION: Booming action movie trailer announcer.
ANNOUNCER (V.O)
This summer, witness the transformative quest of an average guy with a list of home projects, who's fed up with overpriced handyman quotes, and ready to take matters—and tools—into his own hands and become...
(thunderous and echoey)
THE HANDYMAN!
This summer, witness the transformative quest of an average guy with a list of home projects, who's fed up with overpriced handyman quotes, and ready to take matters—and tools—into his own hands and become...
(thunderous and echoey)
THE HANDYMAN!
HOMEOWNER (V.O.)
Say your prayers, home projects!
Say your prayers, home projects!
ANNOUNCER (V.O.)
Hardware Rentals makes it easy to rent all the tools you need to get the job done. So visit their website today.
Hardware Rentals makes it easy to rent all the tools you need to get the job done. So visit their website today.
HOMEOWNER (V.O.)
How's this for a handyman quote? "Thanks, Hardware Rentals."
How's this for a handyman quote? "Thanks, Hardware Rentals."
ANNOUNCER (V.O.)
"Thanks, Hardware Rentals," indeed.
"Thanks, Hardware Rentals," indeed.
"ROOFSTRUCK"
ROOFERS, 30 second radio ad
I knew right away I wanted to focus on a satisfied customer who loves their new roof. But like, really loves it. So I went there. It gave it some humor and a bit of light surrealism.
SOUND EFFECT: Evening SUBURBAN SOUNDS.
DAD (V.O.)
Isn't this romantic? The two of us, alone, under the stars. You're even more stunning in the moonlight. I'm the luckiest guy on the block. You deserve a spa day. Tomorrow, I'll break out the power washer—
Isn't this romantic? The two of us, alone, under the stars. You're even more stunning in the moonlight. I'm the luckiest guy on the block. You deserve a spa day. Tomorrow, I'll break out the power washer—
SON (V.O.)
Dad? Are you talking to the new roof again?
Dad? Are you talking to the new roof again?
DAD (V.O.)
(annoyed)
Be down in a minute!
(confidentially, to roof)
Forgive him. He couldn't possibly understand the love between a homeowner and their roof.
(annoyed)
Be down in a minute!
(confidentially, to roof)
Forgive him. He couldn't possibly understand the love between a homeowner and their roof.
ANNOUNCER (V.O.)
Want to love your roof? Our roofers can help you with that. Visit us online today at...
Want to love your roof? Our roofers can help you with that. Visit us online today at...
"BONE TO PICK"
FAMILY DINNER TO-GO DEAL, :30 Radio Ad
This family-style restaurant wanted to focus on the fact that their food was on par with grandma's. So I asked, "wait, how does grandma feel about that?" From there, it wrote itself.
SOUND EFFECT: TELEPHONE RINGS.
YOUNG MAN (V.O.)
(answering phone)
Takeout Restaurant.
(answering phone)
Takeout Restaurant.
VOICE DIRECTION: Through the phone, crotchety.
GRANDMA (V.O.)
It's Grandma. Again. Now listen here. I've got a bone to pick with the wisenheimer who came up with this family dinner to-go deal! Enough mouth-watering chicken, tasty sides, and ooey-gooey biscuits to feed a family of six, for under fifty bucks?! How can I compete with that?!
It's Grandma. Again. Now listen here. I've got a bone to pick with the wisenheimer who came up with this family dinner to-go deal! Enough mouth-watering chicken, tasty sides, and ooey-gooey biscuits to feed a family of six, for under fifty bucks?! How can I compete with that?!
VOICE DIRECTION: Her tone shifts into a warmer, grandmotherly tone.
GRANDMA (V.O.)
Now that I've got that out of my system, I'd like to order one family dinner deal to go. Please and thank you.
Now that I've got that out of my system, I'd like to order one family dinner deal to go. Please and thank you.
ANNOUNCER (V.O.)
Take it from Grandma. Head over for our family dinner to-go deal and feed a family of six, for under fifty bucks.
Take it from Grandma. Head over for our family dinner to-go deal and feed a family of six, for under fifty bucks.