Ben’s Radio Reel

Of all the media to write for, I find radio offers the most creative opportunities. You can set an ad on the moon without sending a crew to film it. It’s intimate; you can eavesdrop on a couple of lovers beneath the Eiffel Tower; and, it’s conceptual; imagine a debate between Newton, Einstein and Sam Neumann.

Jingles get a lot of bad press “if you can’t say it, sing it” is the usual response from a creative who is keener on a good looking book rather than results for the client. But jingles tap into our emotions like nothing else (well actually they do - like music). Emotions are much more powerful than rational arguments, so why not use something that goes straight to the heart when it’s called for?