As a copywriter, you have to appreciate radio advertising, when it’s well done. After all, it’s the writer’s medium.
As a connoisseur of well-made radio, you also want to thank 2016 Radio Mercury Awards for honoring outstanding radio each year, and for gathering 101 compelling radio spots in one place.
“At the heart of a compelling and creative radio spot is storytelling,” said Chris Smith, brand creative group head, The Richards Group and chief judge for the 2016 Radio Mercury Awards. “These finalists moving to the next round all tell their stories in surprising ways that still deliver on their briefs.”
“The bar continues to be set at an exceptionally high level of creative excellence. The stature of creative executions incorporated on this list, no matter the advertiser or market size is amazing,” noted Erica Farber, president and CEO of the Radio Advertising Bureau. “Building brand awareness and driving ROI, are radio’s best attributes, and all of these finalists creatively succeed on delivering that promise.”
The “Radio Marketer of the Year” will be awarded to The Coca-Cola Company at the June 2nd awards event in New York City.
Here are some other spots that I chose from the winners list:
- Timberland: Comfort of Burlap by The Martin Agency
- California Avocado Commission: Wine Tasting by MullenLowe U.S./Los Angeles
- StubHub: End of the World by Goodby Silverstein