By Larry Oakner

ISBN-10: 0471202185

ISBN-13: 9780471202189

ISBN-10: 047126329X

ISBN-13: 9780471263296

Vintage radio advert campaigns from the final fifty years, and the way they used humor to win over audiences And Now a couple of Laughs from Our Sponsor bargains an in-depth examine essentially the most profitable and pleasing radio advertisements from the final part century, provided through advertisements veteran Larry Oakner. An accompanying CD-ROM permits readers to hear the attention-grabbing and humorous ads that chronicle radio historical past. huge interviews with account executives, consumers, manufacturers, and actors supply a distinct point of view at the improvement of funny radio advertisements through the years and what it takes to create a memorable and powerful crusade. And Now a couple of Laughs from Our Sponsor indicates ads pros the right way to maximize simply sixty seconds of airtime to win consumers over and offers unique recordings of a few of the main enjoyable and enlightening advertisements ever produced.

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Additional info for And Now a Few Laughs from Our Sponsor with CDROM

Sample text

Not only did the campaign attract a huge audience that was willing to buy the beer, but it also propelled Bob and Ray into a new sideline venture when they formed Goulding-Elliott-Graham Productions to produce the radio and television commercials for Piel’s and, eventually, other clients. The animated Bert and Harry Piel visually depicted the characters that Bob and Ray had been creating on radio. So convincing were their personifications that tens of thousands of people assumed they were the real Piel brothers behind the beer.

The spot cleverly worked in the copy points, not by the typical hard sell, but by taking a comparative perspective with the straw man of Brand X; the approach was highly unusual for the time because it dared to make fun of a competitor, albeit a phony one. In another spot, Bob and Ray traded on the topicality of a Russian industrialist touring an American factory, spoofing the Kruschevian visits to American industries that made headlines in the late fifties. In the commercial, Bob and Ray rapidly switch back and forth as they act out the entire cast of characters— almost simultaneously playing a Russian brewer with a Communist five-year plan, his inept translator, and Bert and Harry Piel.

This year we’re concentrating on Piels long-lasting head and how it makes our beer extra refreshing. EUGENE: I understand. BERT: You see, Piels long-lasting head acts as a seal and it keeps flavor and freshness from escaping. EUGENE: Are you all through? BERT: Well, yes. HARRY: Well, yes. EUGENE: Ladies and gentlemen, Brand X may not have a long-lasting head. It may not taste as good as Piels. But [weepy] we’re doing the best we can. BERT: Well, sir, don’t tell us your hard luck. EUGENE: We’ve come a long way in the last two years.

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And Now a Few Laughs from Our Sponsor with CDROM by Larry Oakner


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