Maybe it’s the extremes of weather here in Iowa. Maybe it’s the inspiration of Jonathan Swift (1667-1745) who said, “You can’t make a silk purse out of a sow’s ear.”
Maybe it’s just the frustration we all feel when we hear an offensive radio spot. Whatever the reason, this year we launched ... Sooie! The Sow’s Ear Award. And the world responded.
The 2005 winners have been chosen by popular vote, and the Silk Purse winners have been selected by our panel of experts, but it’s not too soon to be listening for next year’s Sow’s Ear Award recipients.
What kind of commercial deserves The Sow’s Ear Award?
“Send me the worst radio commercial you’ve ever heard.”
Maybe you cringed as you heard it on your way to work this morning. Maybe your competitor created it. Maybe you did it (the one your client “forced “ you to create). Maybe the client wrote it.
Maybe you’re the client and an agency, production house, or broadcast station created a monster for you. Send the disaster to me.
Win something good for sending me something bad.
Send me a commercial that’s polluting the airwaves and insulting listeners. If it’s chosen as the worst of the litter (winning The Sow’s Ear Award), I’ll send you two useful and entertaining gifts - the 60-Second Copywriter and A Treasure’s Trove.
When next year’s examples of how NOT to do radio are chosen, we’ll invite you to turn them into effective radio commercials.
What makes a Sow’s Ear Award winner?
Maybe it’s loaded with clichés, or confusing, or insulting to the audience, or unintelligible, or badly spoken or sung - perhaps even by the advertiser (gasp!). Maybe it’s packed with useless information, or irritating, or boring, or unfocused, or infinitely forgettable.
Keep listening.
You can send me local, regional or national spots. I don’t care, as long as they’ve actually aired, and are in English. I’d love to have them as recorded audio (MP3, CD), which will convey their true insult to the senses, but you could send written scripts if that’s all that’s available.
Send them to me by email, fax or mail (address below) to arrive before December 31, 2006.
Anything you can tell me about the spots you send will help me put your entry in context. I promise to preserve your anonymity if requested, but please include your name and contact information in case I have specific questions.
Tell your friends about my quest for the worst radio commercial. This is your opportunity to vent ... sort of.
Win the antidote to bad radio.
Whoever’s atrocious entry is chosen as the winner of The Sow’s Ear Award gets a copy of the 60-Second Copywriter CD & workbook (one minute techniques for better radio) as well as our nationally famous audiobook A Treasure’s Trove.
In case of duplication, each sender of the “winning” commercial will receive a copy of both gifts.
“I expect the worst from you. Don’t let me down.”
Jeffrey
P.S. December 31, 2006 will be here before you know it. Send me the worst radio commercial you’ve ever heard to win some ways to create the best radio commercials.