In my opinion, I am ranking the top 5 Radio Advertisements that I have heard. Part 2 will include #3, #2, and #1.
- Johnson Automotive Group (Cary/Raleigh, NC) Badger Car Salesman
This one comes in at #3 because the radio ads are much shorter than their television ads (I’ll be covering the TV ads in more detail once I start to write about TV ads). This one is funny because they are playing on the stereotype of bad used car salesmen! They claim that people are tired of being badgered, so they had a small badger play the role of a car salesman. In this particular ad, the customer asks to negotiate the price down, while the badger says, “Come down?!! I was thinking we’d work up!” This gets the listener involved because the situation is so outrageous and funny!
Johnson Automotive Group was specifically targeting car buyers who have, previously, had a bad experience buying cars…. which is a lot of people, right?! They were advertising Hyundai Accents for $149/mo and 39 MPGs. Not only were they reaching out to buyers who had bad experiences, they were reaching out further to people who needed more fuel-efficient cars, which was a big deal in 2008! The ad wants the customer to walk in to the store and look at some cars with a salesperson. They never ask you to buy anything, but that is the salesperson’s job…not the advertisements’. A customer who wanted to avoid any further “bad experiences” would want to visit the Johnson dealerships so they could purchase a car “worry free.”
Here is a link: https://www.youtube.com/watch?v=wg-tu4BCdg8.
- Corn Nuts
At #2, we have the Corn Nuts “Bust a Nut” song. This one is a bit crude (it uses sexual innuendos in a funny, light-hearted way), but I’ll never forget hearing this song on the radio! What makes this ad stand out is that it was so extreme for its time (actually, it would still be edgy today)! This advertisement, clearly, did not last long…but when you have something this funny, it’s hard to forget! I still buy Corn Nuts at the convenient store, when I see them, because I loved this advertisement so much.
The ad was targeting people who were hungry for a snack in many different aspects of their lives. This ad would not have worked well for more “conservative” and “easy to offend” people. For those who enjoy a good, over-the-top, humorous advertisement…you’d be hard pressed not to go buy a bag of Corn Nuts just to sing the song as you look at the bag. I would say the main purpose of the ad was to sell Corn Nuts, but they only educated the consumer on snacking habits and that they had 7 flavors to choose from. The song did mention the flavor/cooking of the product, so you would know what type of food you were going to be eating.
Here is the link: https://www.youtube.com/watch?v=3quMz-EAThw. (WARNING: LISTENER DISCRETION IS ADVISED)
- Bud Light
The #1 radio ad, in my opinion, were the Bud Light: Real Men of Genius songs. There were many, many songs in the Real Men of Genius series, but my personal favorite was “Mr. Silent Killer Gas Passer.” This advertisement salutes men, in particular, who do things outside the social norm, and then puts it into a humorous montage with backup vocals. This advertisement talks about men who pass gas silently in public and don’t claim it, but nobody can stand to be around it. Then they say “crack open a cold Bud Light” and for the silent gas passer to celebrate their abnormal achievement.
The advertisement was meant to sell beers, particularly, Bud Light beers. I believe, the advertisements were meant to cater to all men, who could relate to some of the messages they were relaying. These ads, definitely, excluded women. The ad wants the viewer to go out and buy Bud Light so they can turn any type of achievement (no matter how obscure) into an evening celebration worthy of a beer.
Here is the link to the ad: https://www.youtube.com/watch?v=3EQpg0apPt4.