Radio wins awards, and the respect it deserves

I am always pleased to see radio advertising succeeding at the award ceremonies. It feels a bit like David overcoming Goliath in the context of television and other big budget integrated campaigns. Radio is so much simpler in many ways, although in no way easier. We all know it takes a great deal more time, money, people and toasted sandwiches to create a television commercial. And yet the reality is that a winning TV ad gets the same trophy on the night. 
A great radio ad can be created with one great writer, one recording session and one voice artist. It says a lot about the craft.

Radio can make you famous

There is no doubt this is a space where copywriters can shine. If you do it well, you get all the glory; and very often your name on the door of an advertising agency. But there is also nowhere to hide. Mediocre copy cannot be disguised with expert typography or given an undeserved veneer through the finesse of a talented cinematographer. It is just your idea and your words that are brought to life.

Now, young writers get a taste of fame

On this note, it is with great pride that three copywriters from my class of 2010 have experienced the small, but grand power of a few smart words on a piece of paper. And, of course, a vision of how to translate them into sounds. These young writers received a bronze award at the Loeries this year, which is not bad for the first radio script they ever produced.

These spots won’t be flighted on air as they were only created as an exercise for our radio workshop. I thought it would be a shame, however if no one else gets to hear them, as we certainly had fun working on them.

Clorets "Space prawns" by Charn Neethling
http://soundcloud.com/mandatory-read/clorets-space-prawns-radio


Clorets "Aliens" by Ameer Saban
http://soundcloud.com/mandatory-read/clorets-aliens-radio


Clorets "Roaches" by Jean Bramley
http://soundcloud.com/mandatory-read/clorets-roaches-radio

Note: Special thanks to recording studios; Milestone, B&S and Spaced Out Sound and the voice artists who are always so generous with their expertise and time in helping students with the production of their first radio commercials.