Author Topic: Obscure themes in radio ads  (Read 2045 times)

Monkeyleg

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Obscure themes in radio ads
« on: September 05, 2012, 04:08:12 PM »
Rarely does an advertiser write a better ad than an advertising agency would write for him. Usually they're boring, sometimes pathetic, and sometimes you just scratch your head and say, "huh?"

The worst are the ones that draw on some song or TV show from 40 years ago that was a favorite of the business owner.

For example, there was an ad running for a month or so that mimicked an exchange between Ralph Cramden and Ed Norton from "The Honeymooners". Aside from the ad being hamstrung by very poor impressions of Cramden and Norton by the actors, there's the issue of demographics. Probably two-thirds or more of the listening audience had never seen or heard "The Honeymooners", and so probably didn't know what the ad was intended to mimic, or that it was in fact mimicking anything.

Back in the early 1970's or late 1960's, there was a comedian (and I use the term loosely) who appeared a couple of times on The Tonight Show. It may have even been earlier, on the Ed Sullivan Show. At any rate, his schtick went something like this: [sad-sounding violin music] "You say you want to pull yourself up by your bootstraps, but you don't even have any boots? Is that your problem, bunky? [marching band music] Well, hold your head up high!...", and so on. It was horrible. The "comedian" had about six minutes of fame.

That didn't stop some business owner from using a very bad impersonator to do an ad in that style. I suspect the business owner wrote the ad himself. I felt embarrassed for the employee who had to drop the tape off at the radio station.

Today I heard an ad for an insurance agency. The ad's theme song was "insurance agent man", done in the style of Johnny Rivers' "Secret Agent Man". I would guess that a third of the listening audience had ever heard "Secret Agent Man". I'd also guess that another third or so who had heard the song wouldn't remember it. And I'd guess that some portion of the last third hated the song so much they'd never use the insurance agent, just because of the song.

Advertising copywriters don't try to sell insurance. Why do insurance agents (or other types of business owners) think they can write copy?


zxcvbob

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Re: Obscure themes in radio ads
« Reply #1 on: September 05, 2012, 04:21:36 PM »
The Old Philosopher, Eddie Lawrence?  :angel:  Is that what's bothering you, Bunky?

One of these days, Alice...
"It's good, though..."

Perd Hapley

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Re: Obscure themes in radio ads
« Reply #2 on: September 05, 2012, 04:22:49 PM »
I think some of those people are just trying to save money. I think some are operating under the belief that a quirky, amateurish, even annoying, commercial will work better, by being more memorable. I think some of of them suppose it endears their company to the listener, by making the company seem small and approachable. One variant here is the business owner that reads the ad himself.

I've heard a "bunky" ad before. I had no idea what it was referencing, and just thought it sounded stupid.
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zxcvbob

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Re: Obscure themes in radio ads
« Reply #3 on: September 05, 2012, 04:28:13 PM »
I found it!  http://www.youtube.com/watch?v=yKkazr8M-n4&feature=related

It could be worse, they could be doing a poor impression of Raymond J. Johnson, Jr.
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Monkeyleg

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Re: Obscure themes in radio ads
« Reply #4 on: September 05, 2012, 05:44:20 PM »
I'm going to kill you, zxcvbob. ;)

AJ Dual

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Re: Obscure themes in radio ads
« Reply #5 on: September 05, 2012, 06:27:12 PM »
As someone who's above-average in recognizing cultural references, and who likes to banter with others who use them/recognize them, I guess you're right Dick. I tend to not think about things in terms of lowest-common-denominator solutions.

In terms of conveying meaning, there ARE lots of bad advertisements out there.

If you're going to do it, better to come up with your own goofy shtick or catch-phrase, and at least people will remember you and by extension, your business or service.

I promise not to duck.

zxcvbob

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Re: Obscure themes in radio ads
« Reply #6 on: September 05, 2012, 06:43:35 PM »
It worked out really well for Jim Varney ("Ernest P. Worrell" and his off-camera buddy Vern)

I loved his award-winning Saturday morning TV show back around 1989.  Used to watch it with my toddler and we both enjoyed it.
"It's good, though..."

Perd Hapley

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Re: Obscure themes in radio ads
« Reply #7 on: September 05, 2012, 06:52:15 PM »
It worked out really well for Jim Varney ("Ernest P. Worrell" and his off-camera buddy Vern)

I loved his award-winning Saturday morning TV show back around 1989.  Used to watch it with my toddler and we both enjoyed it.


 ???  He became famous as an actor, doing ads for other people, not as businessman doing his own advertising.
"Doggies are angel babies!" -- my wife

grampster

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Re: Obscure themes in radio ads
« Reply #8 on: September 05, 2012, 07:32:49 PM »
Go back a decade or two 'Leg.  Mid 1950's for The Old Philosopher..."Yer gonna show da woild, show da woild...never give up, never give up." =D
"Never wrestle with a pig.  You get dirty, and besides, the pig likes it."  G.B. Shaw

TommyGunn

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Re: Obscure themes in radio ads
« Reply #9 on: September 05, 2012, 08:14:40 PM »
.....Today I heard an ad for an insurance agency. The ad's theme song was "insurance agent man", done in the style of Johnny Rivers' "Secret Agent Man". I would guess that a third of the listening audience had ever heard "Secret Agent Man". I'd also guess that another third or so who had heard the song wouldn't remember it. And I'd guess that some portion of the last third hated the song so much they'd never use the insurance agent, just because of the song.

Advertising copywriters don't try to sell insurance. Why do insurance agents (or other types of business owners) think they can write copy?



I've heard that one here for awhile on WVNN.   [barf]  Yes I remember the TV series and it was a pretty good series but the radio ad....JUST....DOES...NOT...WORK for me......So it's a good TV show.  Hey, maybe I'll buy the DVD set!  Just got season 4 of STREETS OF SAN FRANCISCO (hey, THAT had a cool theme....haven't heard it on a radio program....[yet]) and the only season made of THE GALLANT MEN.  Not sure I'd say that show's theme was outstanding.  COMBAT!, another 1960s WW2 series had a much more memorable theme.
I wonder when they'll get around to using the theme from THE MAN FROM U.N.C.L.E.? [tinfoil]
MOLON LABE   "Through ignorance of what is good and what is bad, the life of men is greatly perplexed." ~~ Cicero

zxcvbob

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Re: Obscure themes in radio ads
« Reply #10 on: September 05, 2012, 08:20:14 PM »

 ???  He [Jim Varney] became famous as an actor, doing ads for other people, not as businessman doing his own advertising.

Yeah, it's a stretch.  But he got started and developed several of his characters doing low-budget local advertising.  I'm not sure who did the writing, John Cherry?
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RoadKingLarry

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Re: Obscure themes in radio ads
« Reply #11 on: September 06, 2012, 12:33:54 AM »
It worked out really well for Jim Varney ("Ernest P. Worrell" and his off-camera buddy Vern)

I loved his award-winning Saturday morning TV show back around 1989.  Used to watch it with my toddler and we both enjoyed it.

Ya know what I mean Vern?
Came back from a 6 month deployment and seemed like everybody was saying that. Had no clue what it was about for a few weeks.

Don't forget Cal Worthington and his dog spot.
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Monkeyleg

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Re: Obscure themes in radio ads
« Reply #12 on: September 06, 2012, 12:39:14 AM »
Tommygunn, there wasn't a TV series "Secret Agent Man" back in the Johnny Rivers days. Just that stupid song.

There's a line of thinking in advertising suggesting that if a car dealer comes off like a buffoon in his ads, people will subconsciously think they'll be able to trick him into a better deal. They won't trick him, of course, but the technique has worked well enough for car dealers that many continue to go that route.

But an insurance agent? Who wants an idiot for an agent?

Perd Hapley

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Re: Obscure themes in radio ads
« Reply #13 on: September 06, 2012, 12:55:33 AM »
Tommygunn, there wasn't a TV series "Secret Agent Man" back in the Johnny Rivers days. Just that stupid song.

You made me curious, so I consulted the oracle of all truth.
http://en.wikipedia.org/wiki/Secret_Agent_Man_%28song%29

It says Rivers recorded it for a tv show first, then added some more verses to make it into a single that could be played on the radio.
« Last Edit: September 06, 2012, 08:32:58 AM by fistful »
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Monkeyleg

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Re: Obscure themes in radio ads
« Reply #14 on: September 06, 2012, 02:49:51 AM »
I was wrong. I don't remember that show. I'm losing my mind.

Stetson

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Re: Obscure themes in radio ads
« Reply #15 on: September 06, 2012, 06:51:06 AM »
Worthington and his Dog Spot

And the one around here that puts me to sleep...  "Shane, Co" jewelers.  That guys voice could be used as a local anesthetic.

bedlamite

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Re: Obscure themes in radio ads
« Reply #16 on: September 06, 2012, 07:39:59 AM »
A bad impersonation of the Honeymooners is still better than a good impersonation of Dave Campo
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cordex

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Re: Obscure themes in radio ads
« Reply #17 on: September 06, 2012, 08:38:11 AM »
Today I heard an ad for an insurance agency. The ad's theme song was "insurance agent man", done in the style of Johnny Rivers' "Secret Agent Man". I would guess that a third of the listening audience had ever heard "Secret Agent Man". I'd also guess that another third or so who had heard the song wouldn't remember it. And I'd guess that some portion of the last third hated the song so much they'd never use the insurance agent, just because of the song.
They wouldn't be the only contemporary parody.

http://www.youtube.com/watch?v=YR34ilk4xaI

TommyGunn

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Re: Obscure themes in radio ads
« Reply #18 on: September 06, 2012, 12:06:12 PM »
Tommygunn, there wasn't a TV series "Secret Agent Man" back in the Johnny Rivers days. Just that stupid song.



Looked it up.  Technically, you're right.
It was actually "Secret Agent," and the title theme was "Secret Agent Man," was written by Phil Sloan and Steve Barri.  It starred Patrick McGoohan as John Drake.  The Johhnny Rivers song was apparantly not used in the actual series; that was something done borrowing from this show's popularity.
It actually was an "expanded" version of a series called "Danger Man."
The show premiered in America April 3, 1965 on CBS TV from 9:00PM-10:00 and ran through September 10, 1966.

source: The Complete Directory to Prime Time Network TV SHows 1946-PRESENT by Tim Brooks & Earle Mason., page 698

Somewhere, I have a VHS of the episode titled (IIRC) "War of the Cameras."
MOLON LABE   "Through ignorance of what is good and what is bad, the life of men is greatly perplexed." ~~ Cicero