“They’re too long!”

“They’re too fake”

“Too much politics!”

“Too out of touch!”

The Oscars have been facing a tough time in recent years. Whether that’s fair or not, awards are important because there’s really no better way to corral the finest examples of any art or field. And radio’s most popular awards program - The Radio Mercury Awards, just announced their finalists.

That’s the second-coolest piece of news today. The first? Iliad Media Group is nominated for the second year in a row, joining an extremely limited pool of advertisements from across the nation. But, that’s the last word about us in this post, because we’d rather utilize these nominees to display why radio advertising can be so effective for businesses. So, without further ado, here are 5 - aside from ours - that do just that.

1. Cheese Days - Green County Wisconsin

This gem unites three things we all need more of in life. Cheese, jingles, and yodeling.

It packs an impressive amount of originality in 30 seconds, and that’s with an abnormally high amount of logistical event information to pass on. The mini-song that pays homage to different kinds of cheeses is smart advertising for two reasons: First, its wicked catchiness ensures that people will remember it. Secondly, it plays on humans’ fiery passion for cheese. It’s almost cult-like, in that everyone has their favorite. Naming a wide variety, personalizes the ad and makes it more welcoming to each pair of ears fortunate enough to hear it.

2. Getaway - Seneca Lodge

Okay, 0:25 in this spot is probably my favorite moment of all the nominated ads. 

The build up of mayhem and stress into what filmmakers know as a smash cut (abrupt transition) is exquisite.

On a core level, this ad thrives because of how it plays on sound. You’re not human if your heartbeat doesn’t increase in the cacophony that is the 25 seconds, and you’re not human if the last 35 seconds don’t bring you deep inner peace.

Overall, it’s a textbook example of how audio alone can transport audiences just as well as visual or text. And that transporting makes Seneca Lodge irresistible to potential customers. 

3. Butt Lift - Happy Money

Oh yeah, the best song in a nominee pool with over a dozen of them. But this ad has much more merit than just a catchy tune, or a hysterical topic. There’s a deep psychological undertone, one that’s crucial to prospective customers - how does X product make my life better?

Happy Money is a lending company. Do they improve your life by granting you temporary possession of American currency? Of course not. They improve your life by making it possible to get things you want or need, that you otherwise can’t.

The ad is contagiously upbeat and feel-good because Happy Money wants you to feel that way, every step of your journey with them.

4. Responsible St. Patty’s Day - Jameson Irish Whiskey

The very second this ad opens, it grabs you. It’s such an unorthodox start, that you’ve almost no choice but to see what the heck is about to happen. What happens over the ensuing 29 seconds is an ingenious balancing act.

Balancing what, you ask? Humor and sincerity. Making a serious point using the funny stuff is much easier said than done, but that rare time it's perfectly executed makes for a tremendous payoff; and Jameson knows it.

Jameson knows St. Patrick’s Day is huge for them, and their consumption of the product. They also know that having customers trust them is equally huge. See, people care more about the brands themselves these days. Consumers want to feel good about whom they do business with, and Jameson is wise to capitalize on that with a memorable, funny, and most of all, trustworthy advertisement.

5. Not Listening - Liberty Mutual Insurance

Long before the word “Meta” was known as Facebook’s rebranding effort, it was more commonly known as an adjective. Typically applied to creative works, it means “referring to itself or the conventions of its genre”. This ad from Liberty Mutual Insurance is a master class in going meta, to be memorable.

The opening line lures us because we’re instantly a part of its false narrative. “Research shows no one remembers radio ads” is brilliant because it’s a precedent that will dare us to not remember this ad. “In the privacy of my nationally-broadcast radio commercial” is one of those lines that’s so good you have to stop and replay it in your mind.

At a core level, airing radio ads that a lot of people wouldn’t, is the epitome of risk/reward. If you can avoid the raunchy, graphic, or controversial, while still daring to be bold, you can put forth aces like this.

The Best Radio Advertising in Boise

The Radio Mercury Award nomination feels good, sure. But truthfully, it pales in comparison to helping our local businesses thrive, by getting their message heard on the top-rated stations in the Treasure Valley.

Want to join them, and work alongside our smart, fun, and caring team that deploys each tactic and ability you just read about? We’d love nothing more.