Radio advertising has long been a powerful tool for capturing attention, telling compelling stories, and driving consumer action. The most successful campaigns don’t just sell a product—they create memorable experiences that resonate with audiences. In this post, we’ll dive into award-winning radio ads, analyzing what makes them stand out, how they connect with listeners, and the strategies behind their success. Let’s explore the art of radio storytelling and the marketing skills behind these campaigns!
- “Old Spice – Pomade Radio” – Wieden+Kennedy 2019 (https://aef.com/ad-campaigns/old-spice-pomade-radio/)
Description: This radio advertisement promotes Old Spice’s hair pomade, focusing on the product’s ability to give men handsome, great hair. The ad employs humor and exaggeration to evoke an emotional response, suggesting that using Old Spice pomade will make a man’s hair so well-styled and gorgeous that it becomes irresistible to others. The ad consists of listeners calling in and requesting the song “Pomade” to be played on the radio.
Objective: The primary objective of this radio ad campaign is to increase sales of Old Spice hair pomade by informing potential customers about the product’s benefits. The campaign aims to position Old Spice as a provider of quality hair styling products for men, expanding beyond its traditional association with body wash and deodorants. As the radio ad states, “pomade…you put it in your hair, not your armpit hair, but your head of hair.” The objectives are attainable and measurable through tracking sales of the product and market share in the men’s hair care segment.​
Target Market: The target market for this ad is men seeking effective hair styling solutions, particularly those who desire a polished and attractive appearance. This radio ad also indirectly targets women who purchase hair grooming products for their partners, leveraging the idea that using Old Spice pomade will enhance their partner’s hair and attractiveness.​
Call to Action: This radio ad encourages the audience to purchase Old Spice hair pomade to achieve stylish and handsome hair. By using the product, the listeners are promised the benefit of achieving a desirable hairstyle that enhances their overall appearance. ​
Value Proposition: Old Spice hair pomade offers the value proposition of providing men with the ability to style their hair effectively, resulting in a handsome look. The product is presented as a means to boost confidence and appeal, aligning with Old Spice’s brand image of masculinity and desirability. Specific product features include a strong hold and appealing scent, catering to men’s grooming needs.​
2. “Vocal Fry” – The Richards Group 2019 (https://aef.com/ad-campaigns/vocal-fry/)
Description: This radio advertisement features a narrator addressing the trend of “vocal fry” in speech, humorously suggesting that staying at Motel 6 can help guests avoid adopting such speech when trying to be “serious”. The ad uses humor to engage listeners staying at Motel 6 with being comfortable and maintaining one’s regular voice .​ “We’ll leave the lozenge on for you…light, I mean light.”
Objective: The primary objective of this radio ad campaign is to promote Motel 6 as a preferred lodging option by highlighting its affordability and comfort. This campaign aims to increase bookings by appealing to travelers seeking value without compromising on quality. The objectives are measurable through tracking the motel’s reservation rates and customer feedback.​
Target Market: The target market includes budget-conscious travelers, such as families, business travelers, and individuals seeking affordable yet comfortable accommodations. This radio ad appeals to those who appreciate basic comfort without the extra fancy lodging options.​
Call to Action: This radio ad encourages listeners to choose Motel 6 for their lodging needs, implying that staying there will provide a comfortable experience without unnecessary attachments. By choosing Motel 6, guests benefit from affordable rates and reliable accommodations.​
Value Proposition: Motel 6 offers clean, comfortable, and affordable lodging options for travelers. The brand is known for its consistent quality and value, making it a practical choice for those seeking dependable accommodations without excessive costs.​
3. “Soft Rock/Jim and Donna” – iHeartMedia Creative Studio 2019 (https://aef.com/ad-campaigns/soft-rock-jim-and-donna/)
Description: This radio ad for the Kansas City Men’s Clinic is presented in the style of a soft rock radio show. It features a couple who sing exaggeratedly emotional and cheesy soft rock-style jingles while discussing men’s health issues like erectile dysfunction. The humorous and lighthearted approach makes the topic more approachable and less awkward for listeners. The ad includes playful lyrics referencing improving one’s love life, “changing the sheets,” and the line, “nothing soft in the house except these hits.” By blending humor, music, and wordplay, this radio ad effectively captures attention while promoting the Kansas City Men’s Clinic as the solution for these men’s health concerns.
Objective: This campaign’s objective is to raise awareness about erectile dysfunction treatment and encourage men to seek help at the Kansas City Men’s Clinic. It aims to reduce the stigma around these issues by using humor and a lighthearted musical format. This radio ad is designed to be engaging and memorable, ensuring that listeners associate the clinic with a fun, stress-free approach to sensitive health concerns. The effectiveness of the campaign is likely measured by increases in patient inquiries, appointments, and overall engagement with the clinic’s services.
Target Market: The radio ad primarily targets middle-aged and older men who may be experiencing erectile dysfunction or other related reproductive issues. It also indirectly appeals to their partners, who may encourage them to seek treatment. Given the musical theme, the ad might also be aimed at a demographic that listens to classic radio stations, particularly those in the Kansas City area. The humor and musical approach helps to make it accessible and entertaining.
Call to Action: The radio ad encourages listeners to visit or contact the Kansas City Men’s Clinic for professional treatment. By seeking help, men can improve their confidence and intimate relationships, leading to a more satisfying love life. The playful approach reassures listeners that taking action is not embarrassing but rather a step toward feeling like themselves again with their partner.
Value Proposition: The Kansas City Men’s Clinic provides specialized medical treatments for men’s health issues, particularly erectile dysfunction. The clinic offers expert care in a professional and confidential environment, helping men regain confidence and intimacy. The advertisement’s humor and musical theme reinforce the message that getting help is easy and beneficial, positioning the clinic as a nice and effective solution.
4. “Elk Country” – Arnold 2019 (https://aef.com/ad-campaigns/elk-country/)
Description: This radio ad starts off with a narrator describing the majestic sounds of a bull elk’s bugle in the wild. However, the calm opening is humorously interrupted by loud yelling—first from an elk and then from Karen. Karen is frustrated yelling about her RV sewage tank malfunction in the middle of elk country. This unexpected turn uses humor to highlight the unpredictability of RV trips, particularly when things go wrong, reinforcing the need for reliable insurance coverage.
Objective: This radio ad aims to promote Progressive’s RV insurance by demonstrating the unexpected challenges that RV owners can face during their travels. By using humor and exaggeration, the radio ad makes a compelling case for why having proper insurance is essential. The effectiveness of the campaign can be measured by an increase in RV insurance inquiries and policy purchases. This radio ad is made to be memorable to listeners.
Target Market: The radio ad is geared toward RV owners and outdoor enthusiasts—individuals or families who enjoy camping, road trips, and exploring nature. These travelers probably value adventures and freedom but may not have fully considered the risks associated with RV ownership. The radio ad uses relatable humor to capture their attention and remind them of the importance of being prepared for the unexpected.
Call to Action: The radio ad encourages RV owners to consider Progressive for their insurance needs. By presenting a comical yet realistic scenario, it prompts listeners to reflect on their own potential accidents and take action by securing a policy. If they choose Progressive, they benefit from comprehensive coverage that ensures peace of mind on their adventures.
Value Proposition: Progressive’s RV insurance offers protection against unpredictable events, from minor inconveniences to major accidents. The radio ad highlights the insurance company’s understanding of RV owners’ unique challenges, positioning Progressive as the go-to provider for reliable coverage. The combination of humor and the memorable sounds—such as Karen’s yelling and the elk’s call—ensures that listeners associate Progressive with protection for their RV and travels.
5. “Her Man Can Do It” – Hubbard Radio Cincinnati 2019 (https://aef.com/ad-campaigns/her-man-can-do-it/)
Description: This radio ad is for Herrmann Services, an electrical, plumbing, and HVAC company. It creatively plays on the common assumption that a man in the household is responsible for fixing things when they break. The radio ad features a woman repeatedly responding to suggestions that “her man” can handle various household repairs with her response being “No, Herrmann.” This is a clever play on words because it redirects the listener’s attention to Herrmann Services as the true solution. This radio ad uses humor and wordplay to engage the audience, making it clear that instead of relying on an untrained male partner, homeowners should trust the professionals at Herrmann Services for their HVAC, plumbing, and electrical needs.
Objective: This radio ad’s goal is to increase brand awareness for Herrmann Services and position them as the go-to experts for home repair needs. By humorously challenging the idea of repairs from a man and emphasizing the reliability of professional services, the campaign seeks to encourage homeowners to call Herrmann. The objective is measurable through an increase in service inquiries and customer appointments.
Target Market: The radio ad primarily targets homeowners, particularly those responsible for maintaining their household’s heating, cooling, plumbing, and electrical systems. This includes busy families, working professionals, and individuals who may lack the time, knowledge, or skills to handle repairs themselves. This radio ad is especially appealing to those who want a trustworthy service provider rather than fixing it themselves.
Call to Action: This radio ad encourages listeners to contact Herrmann Services for their home maintenance needs. By reinforcing the idea that professional repairs are more effective than doing it solo, the radio ad persuades homeowners to trust experts instead of taking matters into their own hands. The benefit for the audience is the assurance that their home’s HVAC, plumbing, and electrical systems will be fixed properly and efficiently.
Value Proposition: Herrmann Services offers reliable, professional home repair solutions that save customers time, effort, and frustration. The radio ad emphasizes that instead of attempting repairs themselves or relying on someone unqualified like “your man”, homeowners can count on Herrmann Services for expert, stress-free solutions. The company’s expertise, convenience, and quality service make it a great choice for household repairs.
Great radio ads go beyond simple promotions—they engage, inspire, and leave a lasting impression. By analyzing these award-winning campaigns, we gain insight into the power of storytelling, sound design, and strategic messaging in marketing. Whether you’re a business owner, marketer, or just someone who appreciates creative advertising, these examples show how audio can influence emotions and drive action. Stay tuned for more insights on marketing, communication, and life skills here on EmpowerMe Life—and let us know, what’s the most memorable ad you’ve ever heard?
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Hey Aamiyah!
Great summary—these examples really show how humor, storytelling, and a clear value proposition can make radio ads super effective and memorable. I loved how each ad leaned into creativity to connect with its audience in a unique way.
Curious—do you think audio-only ads are becoming more or less powerful in today’s visual-heavy digital landscape?
Casey
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Hey Casey!
Thank you for interacting with my blog and for being my first subscriber! I greatly appreciate the support.
I definitely agree with you—creativity played a major role in the impact of these ads and their ability to connect with listeners.
In response to your question, I honestly believe they are becoming slightly less powerful, mainly because people don’t listen to the radio as much as they used to. Now, when we’re driving, we’re probably connecting the radio to Bluetooth and listening to music through streaming platforms instead of traditional radio stations. So, I would say it’s more about access than today’s visually heavy digital landscape. That’s not to say visuals don’t play a role, but I think access and the different technology we use today have changed the listener demographic. Radio ads are probably more likely to reach older populations than younger ones.
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Aamiya! Oh my goodness! I couldn’t stop laughing with the Soft Rock/Jim and Donna ad! I love the narrator and how it’s described as “soft” rock, which is the opposite of what they are wanting to achieve with the help of the men’s clinic….. and throwing in what they call the “classic” — the dog is watching with the bark in the background and they hold out the note in, but that’s “ooooookaaaaaaay!” Hilarious! Humor is definitely the emotion brought out here. And the calculus test reference…… I think some shock value is added, too. I agree that the humor makes this topic more approachable and the ad describes achievable outcomes by going to the clinic. Yes, I think the objective is to show stress-free way to get results the audience is looking for. I agree that the target market would include their partners, as this is a couple displayed in the entire ad. Adding their website encourages the audience to contact them and listing their price of specifically $90 may draw in those that might not think they could afford a visit to a clinic. Funny and enlightening ad choice!
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Hey Jenny!
I’m so glad you got a kick out of this ad choice in my blog! I definitely agree—it was such a humorous yet lighthearted way to approach a sensitive health topic. Most people might find it embarrassing to discuss, but this ad sets the tone in a way that makes it more comfortable for potential customers.
I love how you connected with the ad and picked up on all the underlying references. Your response actually made me appreciate the humor and marketing strategies even more! It’s great to see how they used creativity to make their clinic seem more approachable and inviting.
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Hi Aamiya,
I thought your analysis of the Motel 6 “vocal fry” radio ad was great! What I appreciated most is how they’ve taken a current cultural observation about speech patterns and turned it into something both humorous and relevant to their brand messaging.
It positions Motel 6 as the unpretentious choice where you can just be yourself – no need to put on airs or adopt affected speech patterns.
Their twist on their iconic tagline (“We’ll leave the lozenge on for you…light, I mean light”) is brilliant because it both references their brand heritage while poking fun at the vocal phenomenon they’re discussing.
I wonder how effective this approach is across different age demographics? Since vocal fry is often associated with younger speakers, I’m curious if older listeners might miss the reference, or if the humor actually bridges generational gaps by acknowledging a widely recognized speech pattern.
Great ad! Thanks for sharing!
Bridgett
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Hey Bridgett!
Thank you so much for your thoughtful response! I really appreciate how you picked up on the cultural observation aspect of the ad—it’s definitely clever how Motel 6 uses something as specific as vocal fry to highlight their brand’s down-to-earth vibe.
I agree—their twist on the iconic tagline was such a smart move! It ties in humor without straying too far from their brand identity, which keeps it familiar. You bring up a great point about age demographics, too. I hadn’t thought about how the joke might land differently depending on the listener’s familiarity with vocal fry. For younger audiences, it’s probably instantly relatable, while for older listeners, the humor might either fly under the radar or come across more as general satire.
Thanks again for sharing your response!
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