Let’s face it. While the FM Radio boom in India is a good thing, the side effects are the atrocious radio spots we have to suffer. Most of them seem to follow a template – a hammed conversation between two people – a format where any product imaginable can be introduced.
The other favourite is of course the Bollywood spoof, more specifically a Gabbar spoof. Dharmendra, Rajini, Amithabh, Sanjay Dutt, Sunny Deol are the other common spoofs; some of them are quite tasteless and trite. Sunny was provoked enough to sue Big FM recently for spoofing him and his dad. How about some much needed inspiration?
1. Videocon Integra LCD
This spot won a metal at the One Show Awards in 2008. An interesting use of an audio medium for a television brand. While the premise of wide screen has led to this kind of idea (where it takes for ever for two ends to meet) on TV spots, this was interesting in an audio medium.
2. Tower Records: Show me the money
One may quibble about the tenuous link to the idea of saluting ‘magical moments in showbiz’ with Tower Records. Good fun anyway.
3. Ameristar Casino
The argument between a husband & wife at the councilor’s office sounds real, life-like. Unlike our staged, hammed voices.
Great use of voices and ambient sound in this spot to promote a restaurant.
5. Speed Limit
Shock value that is actually endearing.
6. Bud Light – Oxygen Bar
This much-celebrated series never fails to entertain you. Just the obscure professions they pick to salute the common man is fun enough. The spot with all it’s embellishments makes you want to hear it over and over again.
7. Bud Light – Taxi Cab
The second in the series of Bud Light spots featured here.
8. Toyota Dealer Service
I am not a car guy and I could fully empathize with the caller. Awesome voice casting.
9. Philips Body Groom Shaver
Laugh out loud stuff.
10. National Thoroughbred
We’ve all heard ‘cricket commentary style’ radio spots. Check out this racing commentary one. Riveting.
I guess apart from having an idea, these spots have a couple of other things in common: great use of the audio medium and top-class execution in terms of voice casting. In a clutter of radio spots, I can imagine them standing out from the clutter and making you want to listen to them over and over again. Liked this short list of Radio Spots? Got any? Do write in.