Is it the beer talking?
This D&AD award-winning campaign of three sixty-second radio ads for Staropramen beer was recorded at Capital Radio, Leicester Square, London in the summer of 1997.
These ads, and in particular their strapline: “Just ask the barman, for Staropramen” was quoted by the Radio Advertising Bureau in a paper on Harnessing the Power of Radio for Alcoholic Drink Brands as being: ‘A good example of how to establish a familiar and comfortable relationship with the spoken name of the brand’.
PLAY ADS HERE
Track One: Barrister
Track Two: Foreign Legion
Track Three: New Pub
Going to the dogs
Just for the hell of it, I thought I’d include another two radio ads of mine – the first one here for Eukanuba Premium dog food. Although this ad was done only as a demo and never actually went out on air, the recording session with Malcolm Ironton at Crocodile Music was particularly memorable. Not only did we have a lot of fun with the background sound effects, there was also a bit of a last minute chase around when we decided we needed a second voice over to read the strapline: Eukanuba – superior nutrition for every breed of dog.
Eventually we roped in some poor chap who just happened to be around at the time, and who had never done a voice over in his life before. But we needed someone who sounded entirely different to the professional v/o playing the part of the race commentator, and boy, did this fellow provide what we needed. See if you agree.
PLAY EUKANUBA AD: Greyhound Grand Prix
The third radio ad here is for Dramamine, a travel sickeness remedy. The proposition for this product was that it would give sufferers of this condition the freedom to travel everywhere.
Before long I was remembering an old country & western song called ‘I’ve Been Everywhere’. I could recall Johnny Cash, among others, recording it many years ago. In its original form the song consisted mainly of city and town names rattled off quick fire. Okay for a novelty song, but perhaps a bit boring for a 60 second radio ad.
But, the thought continued, what if I wrote new lyrics mixing in such things as different reasons for travel and perhaps some whacky modes of transport? That might work.
Apparently the powers-that-be did indeed like the scripts I later presented, and this early demo tape was recorded at Tot Taylor’s Poppy Music in 1998. Only later did I discover that all my rhyming lyrics were then going to be translated into French. I wished whoever got landed with that little job good luck and played no further part in the process.
PLAY DRAMAMINE AD: Everywhere