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RAB Research Archive

Commercial time stretch



You know how sometimes a short period of time in your life can seem like an eternity? With radio, you can give the listener that experience.

You can have someone impatiently waiting in line as we listen to the voices in their mind reminding them (and us) that they could have saved time by going through the drive-in, or the ATM, or to another retailer, or by ordering online or over the phone.

What moments could be expanded for effect?

She: So, what do you want to do tonight?
He: Uh…
(Thinking to himself) Let’s see, If I take her to X, she’ll think I’m doing it just to impress her…if we go to Y, it’ll cost too much…if we go to Z, it’ll mean dressing up…if I invite her to my place…
She: Well…?
He: How about…(Advertiser)?
She: I thought you’d never ask.


Think of these scenarios as instant replays where everything happens in slow motion, then describe it in imaginative detail so that the listener participates in the moment and thinks of the advertiser.

Powerful moments are all around us. Expand them with the help of listeners’ imaginations and make some great radio.

Source: Radio creative consultant Jeffrey Hedquist





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