Commercial Twists On The Familiar
April 8, 2014
You give your stories power when you tap into the familiar in the lives of your listeners. Much of our shared experience in the twenty-first century is in the form of audio.
Creating a radio commercial based on these sound experiences can establish resonance with your audience and give you some great opportunities for humor ... if you deliver a twist on the familiar.
Let the audience know that it's a parody fairly soon into the story.
A talking toy with an attitude, a car navigation system that makes personal comments about the driver, a discount store price check that mentions lower prices at the advertiser's store, a disclaimer that takes up the entire commercial ... there are endless possibilities. Okay, not endless, but quite a few.
Here are some suggested references:
- Airline pilots announcements
- Flight attendants' instructions
- Elevator voice prompts
- Talking toys
- Video games
- Computer voices
- Discount stores p.a. announcements: price checks, lost children, etc.
- Fast Food Drive In speakers
- Airport announcements - bags, smoking, flights
- GPS navigation voice
- Voice mail - preprogrammed announcements
- On-hold announcements
- Store or mall closing announcements
- Instructional audio
- Public transportation exit announcements
- On-stage concert announcements
- Hotel wake up calls
- Political candidates - mobile loudspeaker announcements
- Public radio sponsorships
- Pre-recorded telemarketing
- On-air equal time apologies
- Supermarket clerks asking for a price check
- School p.a. announcements: menus, daily activities
- Hospital paging
- Carnival barker
- Ringside boxing announcer
- Sports play-by-play
Each of the above is begging to be parodied, so answer the call, and do the twist.