Radiocentre: Welcome to Radio
Radiocentre, the industry body for commercial radio, is airing new ads to encourage advertisers to invest in the medium.
As lockdown restrictions continue to be eased and streamed radio listening continues to be high, the two new 30-second radio spots, created with Eardrum founder Ralph van Dijk, focus on the speed with which an ad can go from brief to broadcast and radio’s ability to cut through.
The ads develop the theme of Radiocentre’s ‘Welcome to Radio’ campaign from last year, presenting radio as a ‘world first’ and a ‘technological breakthrough’, in the style of high-profile tech launches. The first spot, ‘Speed’, promotes radio as a medium where you can “write your ad today, record it in the morning and be on air by the evening,” while ‘Impression’ reminds advertisers that radio ads will always be heard because they are “unskippable and unblockable”.
The ads, voiced by actor Elliot Conway, are supported with a trade and social campaign, including a video version of the radio creative parodying a tech launch.
Executive Creative - Director Ralph van Dijk
Creative - Ralph van Dijk
Agency Producer - Emily Mayes
Sound Studio - Sound Res
Sound Designer - Paul Taylor
Client - Radiocentre