Radio Spot Reminds Cancer Wins 1,500 Times A Day
Because we never write about radio, know firsthand what cancer is like and, generally, like the straight forward approach this :30 takes, we'd like to draw your attention to a spot created by Scott G for the American Cancer Society. Sometimes, simple is the best approach.
I know it's a subject close to your heart (or colon), but if you're wanting good, well-produced radio, this isn't it.
This piece is horribly annoying to listen to...the distortion effect at the beginning might be really cool in the studio, but once it hits the air, you can be sure listeners will be leaving in the first three seconds.
Radio's strength is imagination, (root word: image) and storytelling, and it's a shame to glorify spots that ignore those essentials just so they can layer on the digital effects.
There's plenty of great radio being produced, even as the ad pundits predict terrestrial radio's demise. It's sad that this industry is so high on video that nobody has created a good web forum for listening to truly great radio, because hearing it is the only way writers will ever learn what's essential to making radio interesting, memorable and effective.
Great spot and a great cause.
I like the way it was produced and I love the use of effect. I disagree with the previous comment, imaginative use of digital effects is as effective as any other technique used in advertising. And in this case the distortion is just a perfect metaphor for what is going on in a cell affected by cancer.
This is a school-book example of how a radio spot should be produced. A simple, communicative and extremely effective.
As a 25 year ad industry vet, and somebody who lost his dad to cancer, I found the spot to be very cool. Contrary to the one person who commented on this spot in a negative light -- any good radio pro knows that the spot fits the audience, and one spot may not work in a specific market and be "spot on" (pun intended) in another. Having produced numerous spots (I am also a member of both ASCAP and the PRSA), and on-hold music for major clients, I thought the spot well produced. However, I am a fan of the G-man, and recently interviewed him on my entertainment industry podcast: http://www.send2press.com/podcast/
Of course the proof in Scott's very valid approach to PSAs is the positive response from both RADIO and the medical community for his prior PSA on the dangers of alcohol and smoking when pregnant.
I challenge anybody who finds failing in Scott's PSA to come up with a better one then expend a comparable effort in good-will promotion of the endeavor. My dad died from smoking, and in my opinion there can never be too much info on reasons not to smoke, the dangers of smoking, and the various other risk factors that contribute to cancer.
Thuumbs up Scott!!
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