Ads need to make sense (audio)
Take a listen to this commercial. The first 10/15 seconds will do.
It starts with what you would say is a cold wind. The voiceover says that outside is terrible, inside is cosy and at Melbourne Airport “it’s the time to feel light”.
WHAT THE HELL DOES THAT MEAN?
Light refers to Melbourne Airport Parking’s “Light Fare”. So what was all that bizzo about winter? Maybe they could have done something about how winter is dark… or heavy rain… ANY sort of actual link or shred of relevance would do.
This is a poor execution of a commercial. The actual message is fine but it smells of someone trying to shoehorn an idea into a place it doesn't fit.
Whenever you’re writing a radio ad, make sure it makes sense. And that you use every second to sell your product, or create desire around it!