Because nobody really does radio well, and because I don’t really like what’s being done with toothpaste today, I’m doing a campaign for Crest toothpaste:
Colgate Radio Scandalous Spec Ad1
by Richard Tseng
Tuesday, March 24, 2009
>UNCLEAR WHITE NOISE, LIKE TAPPED PHONE-LINE PLAYBACKS
>HEAVY WINDS, RAIN ON WATER, MUFFLED SCREAMS, CRYING
BUSH JR: Katrinagate.
>FAINT SNOWY TV SOUNDS, CLINTON’S FAMOUS ‘I DID NOT HAVE…’ MAYBE A SUGGESTIVE WOMAN’S MOAN
FEMALE NEWS ANNOUNCER: Monicagate.
>STATICKY TAPE, MUFFLES OUT CURSE WORDS AS BLAGOJEVICH SAYS, ‘The Senate Seat’s a … valuable thing. They’re not willing to give me anything except appreciation…’
>DENTIST’S DRILL, HIGH-PITCHED SCRAPING ON TEETH, BREATHING THROUGH MASKS, SAYS ‘SAY IT!’, PAINED ‘AH’ SOUND THAT DENTISTS TELL YOU TO MAKE BAD JINGLE IN BACKGROUND ‘GIVE US A SMILE, GIVE US A…’
MUFFLED DENTIST: Cole—
>INTERRUPTED BY SOUND OF BRUSHING, TAP RUNNING, *PING*, RELAXING ‘AH…’
>FOLLOWED BY ½ SECOND OF SILENCE
ANNOUNCER (Exaggerates the word) : Cr e s t. The sound of a healthy clean.
Notice that I don’t mention its tartar-fighting properties, or how many dentists prefer it, I emphasize a little more the lifestyle decision of a Crest user, and I try to differentiate the brand. Currently, it’s always felt like one toothpaste brand is easily interchangeable with another (or at least it is between Crest and Colgate).
I could have gone with a radio-announcer intro (“And now, Crest Toothpaste presents sounds of scandal”), but I feel people tune whatever comes after that out. I also tried to contrast the muffled noises with the silence preceding the declaration of the product. I know I don’t have the actual spot taped for you, but I’m hoping you can picture it in your head.
All thoughts and advice appreciated, as always.