National Safety Council – Smoke Kills
Many clients ask for a huge number of benefits to be squeezed into an ad, plus phone number, websites, multiple mentions of the brand etc, all turning the ad into more meaningless ‘wallpaper’. And, because of the way media is bought, often ads are requested to be only 30 seconds, which can be very restrictive. But, clients are only partly to blame! Copywriters need to push back; to challenge the clients, show them what could be possible, get them excited about the possibilities of radio, and try and convince them to go with more exciting work.