Loading Adverts...
Follow our RSS feed

Medal Paints radio ad a crowd pleaser thanks to Lowe Bull JHB

Published: 2 March 2011

Building on the positive momentum of the pioneering Medal Paints campaign, advertising agency, Lowe Bull Johannesburg, has produced another hit with their latest tactical radio spot. The fast-paced ad was developed to coincide with the Cricket World Cup, and retains the tongue-in-cheek tone of previous Medal Paints radio campaigns.

“Our goal was to create a message that brought excitement, humour and relevancy to a space which traditionally isn’t associated with those qualities,” explains Rui Alves, Executive Creative Director at Lowe Bull JHB. “By integrating the theme of the Cricket World Cup, we were also creating the possibility of capturing the attention of young people as well, showing that the brand has a heart and therefore broadening the reach of the campaign.”

The radio ad begins with a dry-sounding businessman welcoming people to a quarterly board meeting that has the potential to put everyone to sleep. The narrator then calls for the same thing, but in ‘green and yellow.’ The new, ‘colourful’ version of the presentation features a speaker who sounds more like a sports commentator, and elicits the full attention of the audience with his rapid mode of delivery.

As a result, the usual ‘days’ long board meeting is reduced to under a minute, with the presenter concluding with: “Great! Meeting adjourned…let’s watch the cricket, shall we?”

The final punch line is that ‘the right colours can captivate a nation,’ which is certainly being proved accurate by the popularity of the radio campaign.
Related Files:
blog comments powered by Disqus

Twitter feed
 31 January 2015 Week in review
 23 January 2015 Week in review
 12 December 2014 Week in review
 5 December 2014 Week in review
 28 November 2014 Week in review
 21 November 2014 Week in review
 14 November 2014 Week in review
 7 November 2014 Week in review
 31 October 2014 Week in review
 24 October 2014 Week in review
No events found
IAB South Africa Member

Marketing Update is member of IAB South Africa and a Newsclip Media Monitoring initiative.

Loading Adverts...