RAB Unveils New Ad Campaign
April 13, 2006 at 2:09 PM (PT)
The RAB unveils its new campaign this week that promotes radio as a highly effective and essential tool for today's advertisers and their agencies. The ads show the downside of not using everyday items such as tweezers, sunscreen and toothbrushes. One ad shows a writhing soccer player who has failed to wear an athletic supporter cup, while another features a near-toothless man for whom the toothbrush has apparently not been a friend. Using the tagline, "If it works, don't ignore it," the ads aim to depict the consequences of overlooking something that is proven to be effective (such as radio, of course).
The campaign will begin appearing in such marketing magazines as ADWEEK, CREATIVITY, AD AGE and MEDIAWEEK. It will also run in AUTOMOTIVE NEWS and other magazines read by leading advertisers. The RAB has also created a dedicated website (www.radio-thatworks.com) that will mimic the look of the campaign and offer links to various industry sites that offer detailed support to the various facts that run at the bottom of each ad.