Spotcast

Created by David Madrid.

Let's be honest: most of the time, campaign creation doesn't begin with the radio. However, it is crucial for every creative professional to know how to translate a visual idea into an audio format. In this matter, Ikea Second Best is second to none.

Criação da Leo Burnett Qatar.

Rádio também é lugar de criar personagens. Sejam eles cativantes, desesperados ou... estranhos. Como Khaled, Shafi e Youssef, que tem manias bem peculiares. 

HORN

NARRATOR: Khaled has an annoying habit. (HONK! interrupts the V.O.) Pfff… He uses his old horn at supermarkets...

KHALED: HONK!

NARRATOR: Elevators...

KHALED: HONK!

NARRATOR: Even at..

KHALED: HONK! HOOOOOOOONK!

NARRATOR: It’s maddening! But Khaled does something worse. He has the bad habit of using flushing tools to wash his car.

KHALED: HONK!

NARRATOR: If he uses a bucket or a low-flow hose nozzle he will avoid paying fines up to twenty thousand Qatari riyals.

KHALED: HONK! HONK!

NARRATOR: Some habits are...

KHALED: HOOOONK!

NARRATOR: Really annoying. But bad habits cost. A message by Tarsheed.

______

MICHAEL JACKSON

NARRATOR: Shadi has a… strange habit. He mimicks Michael Jackson.

SHADI: WOO!

NARRATOR: He does it in meetings...

SHADI: YEAH!

NARRATOR: In dinners...

SHADI: BABY!

NARRATOR: Even in the movies!

SHADI: HEE HEE!

AUDIENCE: Shush!

SHADI (lowering his voice): Hee hee...

NARRATOR: It’s strange. But nothing compared to his bad habit. He leaves internal leakege at home unfixed.

SHADI: TIK TIK AH!

NARRATOR: It’s better to fix it. Or it will cost him up to ten thousand Qatari riyals in fines.

SHADI: OOOW!

NARRATOR: You see? Some habits are strange.

SHADI: HEE HEE!

NARRATOR: But bad habits cost. A message by Tarsheed.

______

NARRATOR: Youssef has a… weird habit. He talks to pigeons.

YOUSSEF: Prrrr!

NARRATOR: Listen.

YOUSSEF: Prrrr prrrr, prrrr.

NARRATOR: What?

YOUSSEF: Prrrr, prrrr prrrr. Prrrr, prrrr...

NARRATOR: What do you think?

YOUSSEF: ...prrrr.

NARRATOR: Uh-huh, it’s weird. But it’s way better than his other one.

YOUSSEF: Prrrr?

NARRATOR: He has the bad habit of leaving his outdoor lights on during the day.

YOUSSEF: Prrrr…

NARRATOR: If he installs lighting timers he will avoid paying fines up to ten thousand Qatari riyals!

YOUSSEF: Prrrr! Prrrr prrrr, prrrr prrrr!

NARRATOR: Some habits may be weird.

YOUSSEF: Prrrr.

NARRATOR: But bad habits cost. A message by Tarsheed.

Criação da David Madrid. Produção da Pickle Music NY.

O rádio é a adaptação do filme de TV, ou ele vem antes como inspiração? Difícil saber. Neste caso, a campanha funciona tão bem com imagem como sem ela. Com a vantagem que, no rádio, você pode criar vários personagens, sem preocupar com orçamento. 

TREVO, SIMON AND SARAH

These are confusing times.

Trevor is in shorts, going through a midlife crisis or he's just getting caught up in an entire world crisis? 

He's confused.

Should he still get a motorbike?

Simon and Sarah had a baby, and now everyone asks when the next one is coming.

Simon and Sarah are confused. What's wrong with this one?

These are confusing times.

The perfect time for the Burger King Impossible Whopper.    

A Whooper made without beef but tastes just like... a Whooper.

I think so.

TERENCE AND DUSTIN

It's all so confusing nowadays. Terence knows that shaking hands is not ok, but bumping elbows is. Terence also knows that he should sneeze into his elbow. Now Terence is confused. 

Dustin bought a book on climate change, but it's shipped from England by plane wrapped in plastic. Now he's confused. Vegan shoes?

Confused.

It's all so confusing.

Which makes it the perfect time for the Burger King Impossible Whopper.    

A Whooper without beef that tastes just like... a Whooper. I mean... what?

FIONA AND STARTUPS

Everything is confusing these days. Fiona's mom sent her a sad link about an animal shelter. Does she hit the like button or... What now? She's confused.

Are startups still starting? Is there a word for not starting startups? Is it working from home or living at work? Confused. 

These are confusing times.

Which is just about the right time to have the Burger King Impossible Whopper.    

A Whooper made without beef that tastes just like... a Whooper. Confused.

TRUDY AND JAMES

It's confusing out there.

Trudy wants to go to the office tomorrow. She needs that work-life separation.

But she also needs to work in pyjamas. Works as... nothing.

She's confused.

James wants to call his old man, old man, but calling someone old is wrong, right? It's ok to be old, just not to be called old. Is it an adjective to be the problem?

He's confused.

These are confusing times.

Which is just about the right time to have the Burger King Impossible Whopper.    

A Whooper made without beef that tastes just like... a Whooper. I don't know.

Criação da McCann Erickson Manchester.

Usar hipérbole para valorizar uma vantagem do produto, funciona em qualquer meio. Com um diálogo primoroso como esse, funciona melhor ainda.

WOMAN

Ok... You've cancelled the milk?

MAN

Yeah.

WOMAN

You've cancelled the papers?

MAN

Yeah.

WOMAN

Have you taken the dog to the kennels?

MAN

Yeah. Of course. 

WOMAN

Good.

MAN 

And I put the feeding block in the fish tank. 

WOMAN

Good.

MAN

Put the answering phone.

WOMAN

Good. What about plants? Plants in the bath?

MAN

Yeah, yeah, yeah.

WOMAN

Ok. Let's go upstairs then.

V.O.

Durex Perfoma condoms. Containing special lube, which may help lovemaking last longer.

Seen at stores or visit durex.co.uk

Durex Performa. Made to make it last longer.

Criação da Abbot Mead Vickers BBDO. Produção da COI Communications.

Mais um exemplo de uma produção simplérrima: sem trilha, sem efeitos sonoros. Apenas uma ótima locutora e uma ideia poderosa. Afinal, em vez de apenas falar que não dá para prestar atenção em duas coisas ao mesmo tempo, eles mostraram na prática. 

SCRIPT

You're four times likely to have a road accident when you're on a mobile phone.

It's hard to concentrate on two things at the same time. 

Think! Switch it off. 

Criação da W+K London. Produção da Wave Recording Studios.

Sem trilha. Sem efeitos sonoros. Sem assinatura. Só um locutor brilhante e um texto impecável. Ou melhor, três textos impecáveis.

OBLONGER

Do we think that height equals wisdom? No? Then why do we stop asking questions, once we've grown up? 

Honda like asking questions: What's that for? What's this for? What if it were smaller? Taller? Thicker? Quicker? Oblonger?

And our favourite question of all: Is that the best you can do?

The thing is when your whole philosophy is based on the power of dreams, you can help it. You never satisfy. 

So while we're always be as questioning as the children we once were, the one thing you'd never hear Honda ask is: Are we there yet?

DOODLE

Are you a doodler? Do you? Doodle? Honda doodled. 

You can't believe in the power of dreams and not be doodlers: envelopes, menus, the margins of financial spreadsheets, in the middle of an NGM. Nothing and nowhere is sacren. Well, you'll never know when you gonna have a good idea, do you? Or for that matter, when it's going to have you? There's still, of course, the small task of making that doodle a reality. Of having the determination to turned into a living, breathing, working thing. But if you ask Honda, there's no point being a doodler, if you're not a doer.  

BIG GRIN

Would you buy a car from a man, with a big toothy grin, who's said to believe in the power of dreams? Probably not. But what if that man was also the president of a really big company?

Yet, the kind of president who refuses to have a personal parking space. And encourages his employees to have ideas rather than make money. An important man with a common touch. Who wore a duty overall instead of a fancy suit. A man who, as if he was alive today, would be horrified that we're talking about the past, instead of getting excited about the future. A wise man once said: the day I'd stop dreaming is the day I die. His name was Soichiro Honda.

Criação da Master. Produção da Lua Nova.

Paródia precisa ser muito bem feita para não soar como uma mera falsificação. Neste caso, a escola Lemon decidiu parodiar a mais famosa campanha de rádio da história (o que já é uma responsabilidade e tanto). O resultado é engraçadíssimo.

Criação da Abbbot Mead Vickers BBDO.

Contar histórias é criar personagens. Pessoas (ou não) que têm suas vontades, sonhos, medos e frustrações. Nesta campanha, os personagens são as vítimas de quem dirigia acima da velocidade.

Criação da JWT London.

Diálogo bem feito tem espaço garantido no rádio. Neste, usaram um consumidor levemente heterodoxo para mostrar os benefícios do produto.

Criação da M&C Saatchi.

A reversão de expectativas, o conceito matador (com trocadilho), os textos, tudo nessa campanha é muito impactante.