Create A New Addiction !

This is a typical day in the Calvert household:

I get up at 7.30ish. I check my BBC News app and then go downstairs to feed our 2 dogs Wainwrights dog food. We’ve tried other makes, but the dogs went off them.

Then it’s a quick jump into the shower. By then Dan, my 10 year old son will be tucking into his Kelloggs cereal. My wife will be straightening her hair with her GHD’s and I’ll pop out to walk the dogs in the rain wearing my North Face raincoat.

At 8.30 sharp, I kiss my son goodbye and my wife takes Dan to school in her Hyundai car.

By then I am in the office. I will check the Brand Republic website for the latest advertising news and then start scriptwriting on Microsoft Office 2016.  I’ll record voices via my Audio TX codec and mix commercials on Pro Tools on my Mac Pro. (Pro Tools is so much more stable on Mac !) Alternatively I could be doing voiceovers via my Neumann mic. From there I will gather some documents and jump into my BMW and head to a meeting. I usually stop at the local M&S shop to buy sandwiches and a can of ‘V’ energy drink. I don’t drink Red Bull, because for some reason it makes me feel sleepy.

At the meeting, I present the document and play audio from my Bose Acoustic Music System. In my opinion, nothing sounds better.

After the meeting, I check emails on my Iphone. On longer trips, I bring a small Seagate hard drive of all the radio commercials and music Airforce has ever recorded over the last 10 years, just in case someone needs me to send them something we’ve made in the past. Then it’s off home. On my way back, I will usually stop at Tesco to buy red wine for me and Prosecco for my wife. She used to drink Cava, but nowadays it gives her a migraine.

It’s back into the office until about 6pm. I walk the dogs wearing my Timberland walking boots. Then it’s family time. Having said that, I keep the phone on just in case a client calls. Dan will have had his tea, (he loves Bertolli pasta) and then he looks at Youtube on our Ipad. My wife and I may discuss things like our next holiday. We prefer Thomson/Sensatori holiday resorts.

At 7.30ish, I will cook dinner and then watch TV on our Samsung TV. Later, I check emails and Facebook, then it’s off to bed.

So what’s the point behind me telling you my daily routine and preferences ?

Every day, we all go through routines, rituals and habits. You’ll have superstitions as well. You’ll do things in a certain way because you think things will be better as a result doing things ‘your’ way.

You may avoid walking on cracks in the pavement. You may never walk under a ladder. You won’t buy a pastry from ‘that’ bakery on the street corner because you heard someone got food poisoning.  You may think that if you buy a Lottery ticket with a specific set of numbers, you stand a better chance of winning.  You won’t drink alcohol until after 7pm. You will always park in generally the same area when you visit your local supermarket.

The list goes on and on.

Our days are dominated by these routines, rituals, habits, beliefs and superstitions. Some will be very subtle, whereas others you will be completely aware of and apologise to others for them.

We carry them out because they make us feel, among other thigs,  ‘in control’.

And guess what ? Every big brand knows that.

That’s why they create products that help to maintain and enhance that feeling of well-being, familiarity and security.

We think we own brands. But in reality, brands actually own us. They make products we believe we can’t live without. For example, for thousands of years, the human race has survived perfectly well without the need for things like mobile phones, make-up, social media and coffee. Yet today, the very thought of being denied these things for just 24 hours sends a lot of us into a mild panic !

Brands adapt to our needs of the moment, For example, see this commercial for Lucozade from 1971. Lucozade was a drink that helped poorly kids feel better. And here’s their latest offering.  Notice how the 2015 ad shows how the brand is no longer about helping poorly folk. It’s about helping today's working generation get through their day in a better way.

 
So today, as you sip your daily Starbucks Espresso Macchiato (because you believe it’s the only way to keep you going), consider how you could encourage radio listeners to create new habits, rituals and safety nets with your product or service.

Better still, give us a call and we’ll work that bit out for you.

For help on making your radio commercials tap into the minds of your audience, visit www.airforce.co.uk

We Won !

Last Saturday, we heard news that productions by Airforce have won, for the third year in a row, another Vox award.

'Hornby', produced for our client Spirit FM won the 'Best Retail Radio Commercial' category in the 2013 Vox Awards.

Other Airforce productions Celebrate Without Drama's 'Dizzy Lizzy' produced for our client Wessex FM was also nominated in the 'Best Public Service' category, Travel Dorset's 'Sharing to Work' produced again for Wessex FM was a finalist in the 'Best Music' category and Tanya Rich for her performance in 'Dizzy Lizzy' was  nominated in the 'Best Female Voiceover' category. In all, we received more finalist nominations than any other entrant.

We broke the news to our client today, and everyone is delighted.

'Hornby' was one in a series of 3 commercials created for The Engine Shed, a massive store in Sussex specialising in Model Railways, Scalextric, Airfix models and much more besides.

Airforce was called in by Spririt FM to bring a new dynamic to the Engine Shed's radio advertising. Their previous commercials were 'what you would expect from a model shop'. Our task was to 'bring alive' the store in a more contemporary manner and introduce it to those outside the model-making and train set community.

We devised the theme 'lose yourself in the Engine Shed'. This line not only gives an indication of the scale of the store, but tells the audience that the goods they sell are so lifelike, you'll actually feel you're there on the rail rack, in an aeroplane or in a racing car. Each of the 3 radio commercials we produced featured a child 'losing themselves' when playing with model railways, cars or planes.

You can hear all 3 radio adverts, including the award-winning 'Hornby' here.

John Calvert

We're onto a winner ?

The Vox Awards are back.

And we're proud to say, 4 productions by Airforce are nominated for prizes. In fact, we have more nominations than any other entrant.

The Engine Shed's 'Hornby' produced for our client Spirit FM features in the 'Best Retail' category, Celebrate Without Drama's 'Dizzy Lizzy' produced for out client Wessex FM features in the 'Best Public Service' category, Travel Dorset's 'Sharing to Work' produced again for Wessex FM features in the 'Best Music' category and Tanya Rich for her performance in 'Dizzy Lizzy' has been nominated in the 'Best Female Voiceover' category.

Last year, Airforce won the the 'Best Retail' category. The year before, our productions won the 'Best Male Voiceover' and 'Best Female Voiceover' categories, so in 2013, we'd really like to win the hat trick.

To win a Vox Award, our entries need votes. And lots of them !  The voting process is mildly convoluted, but if you have a spare five minutes, visit this website. And follow the process. They will ask you for your phone number, but it is not used for any dubious purposes.

Voting closes on the 18th, so we would really appreciate your help !

Many thanks.

John
Airforce

Why Radio Stations Can Learn From the Horsemeat Scandal

There are a lot of folks blaming each other for the mess recently created by the horsemeat scandal.

In my view, a large percentage of the accusative finger should be pointed at some of the supermarkets. In their never-ending quest to buy their stock at the cheapest possible prices, it's not surprising some suppliers have resorted to below-the-belt tactics to make ends meet (Or should it be 'make ends meat' ?) by replacing beef with the cheaper horsemeat.

I am in no way condoning the suppliers behaviour, but when a supermarket is asking you to reduce your prices, it's obvious that the product quality won't be as good. Corners will always be cut.

A few weeks ago, I read a blog from a radio commercial production company who decided to part company with a group of radio stations because they couldn't agree on a fair price to produce radio ads. In a nutshell, the radio stations wanted their commercials produced for '£X' and the production company said their price will be a higher '£Y'. The production company concerned felt that they simply couldn't make radio commercials for the '£X' price and so they pulled out of the deal. Those who read the blog (Including myself) were in full support of the production company's withdrawal. Sure, we all want our prices to be accessible, but when if a product is going to be seriously compromised, for the sake of your own company's reputation, it is best to walk away.

In the current economic climate, there's a huge amount of undercutting going on. I have seen online production companies offering their services for just £45 !

So what will you get for your £45 ? Well, you'll get a radio ad, but what has gone into it - or most worryingly,  not ?

I wouldn't be surprised if the 'writer' is an ex-DJ, a swing jock or someone 'in-between jobs'. Note: Just because the person creating your radio ad 'works in radio'; that does not mean he or she is an expert in creating radio advertising.

The same warning goes to people who own a recording studio. There is no connection between 'owning a recording studio' and being a fully-fledged Radio Commercial Producer. Choose your studio wisely.

And so to the production. What kind of music will they be using for £45 ? It's unlikely to be MCPS production music. The cost for just one 30 second cut is about £80, so some folks will say that's too expensive. The radio station commissioning the production may have an MCPS blanket licence - which helps, but many stations don't have one. About a year ago, a group of radio stations invited Airforce to tender for a production contract. We declined because they wouldn't invest in the Blanket Licence. A lot of MCPS production music is of extremely high quality and can actually make some low-cost productions sound quite decent. But if you resort to the Royalty Free stuff, the musical integrity is often quite limited, American-sounding, iffy or all three.

If it's a jingle you're after, then lots of companies will punch a catchy tune out for less than £250. But the people performing on your track are unlikely to be 'proper' session musicians or singers. When you add things up; A couple of great session singers, a half decent studio, a composer with a successful track record in producing advertising music, some proper session musicians etc etc; £250 will barely scratch the surface. Again, it wouldn't surprise me if the 'singer' is the producer's girlfriend and/or sister who sometimes performs down the pub on Karaoke night. Or it will be the producer himself.

I could dismantle the prices even more, but the fact is: Cheap is not good.

Cheap gives you poorly-written scripts. Cheap gives you poor production values. Cheap gives you badly-cast voices. Cheap gives you naff music. Cheap gives you jingles that annoy the hell out of the listener. Cheap employs part-time singers and musicians.  Cheap will never present your brand in the right light. Cheap lowers the quality of radio station output. Cheap makes everything sound the same. Cheap doesn't give radio advertisers the choice, service and attention they deserve. Cheap is putting a square peg into a round hole. Cheap isn't proper radio advertising.

This is why some radio stations should learn from  the Horsemeat Scandal. Instead of looking for a producer who will do things for less, use someone who will bring to the table tasty things that contain great ingredients and will have advertisers wanting second, third and fourth helpings.

We have radio station clients who understand this. But alas, they are not the norm.

JOHN CALVERT

You don't have to get your radio station to make your radio commercials, radio adverts and jingles. For free initial script ideas, get in touch here.

A great time to advertise on the radio !

Audiences are loving commercial radio. Healthy audience figures and despite hard economic times, radio is doing very well. Read this article.

From writing the script, all the way to recording and to dispatching your ad(s) to the station, Airforce can help. Contact us here. 

You do not have to have your commercials made by a radio station. Because Airforce is not owned or influenced by any media or radio company we will give you a different and unbiased perspective. Airforce has worked in and served the commercial radio sector for over 30 years. This makes us a valuable ally for radio advertisers wanting to get it right.

Initial script ideas are free, so there's nothing to lose. 01249 821679

We've Won Another Award !

News in !

In the 2012 Vox awards, Airforce won 'Best Service Sector' commercial.

Produced for The Tank Museum and commissioned by Wessex FM, the commercial 'Show and Tell' received the majority vote.

In addition, commercials by Airforce were also nominated in 'Best Public Service' and 'Best Music' categories.

The Vox Awards recognise excellence in commercials produced by radio stations and independent production companies. In 2011, productions by Airforce won in 'Best Male Voiceover' and 'Best Female Voiceover categories.

What can or can't you say in finance radio adverts ?

RACC have published an easy guide relating to the mandatory inclusions in finance ads.

Read them here.

If you're looking for radio commercials that keep within the rules AND sound interesting, get in touch and we can draft a concept for free.

Click here for our contact details.

John Calvert

New Music Showreel !

We've just given our music showreel a quick freshen up.

Listen to a selection of jingles and music soundtracks produced for local, regional and national radio advertisers.

It ALL sounds national  !

Click here to hear it.

Let's set you to music. Click here to get our contact details on the Airforce website.

John Calvert

London 2012. Don't get sued !

With the Olympic Games coming to London this year, many radio advertisers may be tempted to take advantage of this event. However, the rules surrounding the Games are tighter than ever.

Even just using the word 'Olympic' could land you into trouble ! Get full details on what you can and can't do here.

Our recommendation ? The media will be saturated with all things Olympic. Therefore the stand-out factor for your Radio Advert won't be as good. Focus instead on what makes your product, service or brand a winner by adopting non-sport related parallels, metaphors and scenarios.

That way, you can still inspire minds AND save a  fortune on legal fees  !

...But if you're still tempted to have a radio commercial that has a 'games feel', seek quality legal advice.

John Calvert.

The Radio Listener is Unforgiving

About 6 weeks ago, I got a call from someone I hadn't seen for at least 8 years.

The last time we spoke was when we were both working for a commercial radio station. He was a Sales Manager, I was the Commercial Producer. His relationship with Airforce stretches back many many years and he is a huge fan of our work.

To cut a long story short, I got the call because this chap had been called in to turn an ailing radio station around and he wanted us to improve the station's commercial output.

This is a small station with a poor track record. So the challenge of clearing up the mess from the past is going to be hard one. But this guy WANTS to make it work, the station's owners want to make it work and so do all the staff. In a few weeks, the station has re-branded and reformatted. To attract more 'national' revenue it will be going into RAJAR soon. Already the signs are good. Staff Morale is good, average order values are up and the audience is responding favourably to the new sound. Having said that, the station is very aware it has a long way to go. But no problem, they are on the case.

My job is to focus on improving the sound of the commercials. I am in regular contact with the sales team and doing everything I can to assist them. Such as accompanying them on sales calls. Even on projects that just require 'everyday' commercial production, I am trying to make a point of being there. If other businesses hear half-decent ads on the station, chances are they will want a slice of the action.

We're calling the initiative 'A New Creative Attitude'. My deal with the station is that we will provide free creative training, instigate at our own cost an on air creative strategy to attract new advertisers and embed a better creative mind-set in the sales team. In return Airforce will get new business leads. We win, the station wins, the advertisers win and the audience wins.

And while all that is happening, I get emails from 2 community radio stations asking how much Airforce charge to make radio ads. I gave them an indication and BOTH responded by saying words to the effect of: 'Those costs are too high, we're only a community station'.

Look: Just because you're a Community radio station, it doesn't mean the audience is going to be happy with your naff commercial output. Remember what Advertising Guru David Ogilvy once said ? 'The consumer is not a Moron, she is your wife'. Imagine you are the marketing manager of Ford cars. You are instigating a poster campaign. One poster site is in a small village with a population of 500 people. Just because it's 'only' 500 people, does that mean Ford would be happy to put up a sub standard poster up in that village ? Of course not. They will do the job properly and ensure that the product is ALWAYS presented in the best possible light regardless of the size of audience. Whether you're a national radio station, a regional station, a local station or a community station: The audience is unforgiving. They will ALWAYS opt for someone that comes across better than someone who sounds tatty and amateurish.

If a radio station believes businesses will only pay tuppence for radio advert production, tuppence is all you will get. But if you're a station that believes that it's worth forking out a few more quid to get things right, then your clients will believe that too. Last week another Community station called and asked Airforce to help out. So far we've worked on 2 projects (One directly, one indirectly)and on both occasions, clients have invested significantly more money in their sound because we helped them understood the value of doing so.

And all that links back to the station we're helping to turn round. OK, the station we're helping is just a wee bit larger than the community stations, but the principal is the same....

It's all about mindset. We have 2 stations that don't believe and we have 2 stations that do.

...Which of these stations do you think will ultimately be most successful ?

John Calvert.
Whether you're a radio station or a radio advertiser, let us help to turn things round. Contact us here.

What's wrong with radio advertising ?

A few weeks ago, I received a call asking if I would like to be nominated as a judge for the radio advertising panel at the Cannes Lions Awards held in Cannes.

I was flattered, but due to various commitments I was unable to take the project further.

Fast forward a few weeks and i read this article.

It is true, in recent years respect for radio advertising has gone through a rather iffy stage. There are a lot of reasons. Firstly, the recession hasn't helped. Thousands of advertisers are playing safe with their creative. A few days ago, I presented a new creative concept to a major client of mine. "We love it !" They said. "But it's just too much of a risk to change". And there lies the danger. By not moving with the times, your marketing blends in with everything else.

Another reason is...And for goodness sakes, I don't know how many times I've said this ! But on a local level, nmany radio stations are selling their medium wrongly. Far too much emphasis is being put on selling airtime rather than proper advertising. Airtime is a commodity. It is purely the portal for the message. Because of this, a creative strategy doesn't get a look in. If stations sold Advertising, then everything would be taken into consideration in equal measure.

Thirdly, the value of radio is being undermined. There are radio stations selling some airtime packages that are shockingly cheap. At face value, they appear to look fantastic. But dig deeper and you'll discover these packages will only work for a small amount of advertisers. I've had numerous station Sales Execs tell me they have to sell these packages and they hate doing it. They tell me they are time-consuming, high maintenance and because little-to-no money is allocated for creative, the majority of the ads sound crap. A few years ago, I published my views on some of these packages in an article for an industry magazine. A few days after publication, I was at a radio event and a station boss came over and gave me a complete bollocking. "You don't realise how much revenue these packages bring in for us !" he blurted. His rant lasted ten minutes, but during that time there was no mention of any benefit of these packages to the advertiser.

The fact is, many of these cheap airtime packages don't work sufficiently well for the advertiser to re-sign. The result ? Another business disillusioned with radio advertising. If they DO work, then the station faces another problem. You have a happy client, so you present to them an advertising package that's bigger and more expensive. The client responds by saying: "I'm not interested in that. I'll stick to the original cheap package I booked thank you."

And of course, there's another reason why radio advertising may not be as attractive as it used to be. Could it be because of the quality of output of some of the commercial radio stations ? Don't get me wrong, there are lots of stations that have some great output. But there are LOTS of radio stations who constantly pump out bland and unimaginative output. (Notice I don't say 'programming' ?) The presenters talk, but they have nothing to say. The music is repetitive, unbelievably safe and predictable. The 'localness' is pseudo-local. And where is the engagement ? How often does something amazing being broadcast on a commercial radio station put your life on hold until the item has finished ? When Chris Evans was doing the breakfast show on Virgin, there were countless times when I was late for work because I was still in the car listening his breakfast show.

Sure, many of these stations have good audiences, but the public deserve a lot better. I cannot accept that the only way to attract audiences is to just keep pumping out music with the presenter saying "That was...This is...Katie Price...Coming up next...Brought to you in association with...Lady Gaga's dress...More ways to win"

I am hoping with the embarrassing news that there were no UK finalists in this year's Radio Lions will be a wake up call. Not just for agencies, but the entire commercial radio industry.

John Calvert. Airforce.

Les Paul Guitars and Google

It won't be on for long, but Google have done a great thing with their logo to pay tribute to Les Paul guitars.

Check it out here.

Success for Airforce radio commercials at Vox 2011

For Vox 2011, productions created by Airforce were nominated in no less than 4 categories.

We're pleased to say 2 were won !

In 'Best Male Voiceover Performance', Guy Harris picked up the award for his performance in our radio commercial 'Mr Intoxico' produced for Dorset Police.

Guy was thrilled and we are thrilled for him too. Not only is he an all-round good egg, but he is hugely talented too.

And if that wasn't enough: In the 'Best Female Voiceover Performance', Laura Shavin picked up an award for her performance in our commercial 'The Message', produced for Lincoln Furniture Warehouse

Recognise Laura's name ? Listen to 'The Now Show' on BBC Radio 4 and you'll hear her regular contributions. A highly in-demand voice, Laura's tones regularly appear on our productions and it's terrific her talent has been recognised by industry professionals.

We are particularly pleased because this year, commercials by Airforce picked up more awards than anyone other entrant. In addition, Airforce commercials received more nominations than anyone else too !

You can hear Laura's ad here.

You can hear Guy's ad here.

If you're unfamiliar with 'Vox'...

It is a yearly gathering of voiceover professionals and producers from production companies and radio stations. Due to the 'down the line' technology that exists, many of us don't actually work with voices face to face in the studio. So Vox gives us the chance to put a face to the voice.

One of our favourite voices is Gina Mellotte. Gina's voice also featured in the 'Mr Intoxico' commercial. We've worked with her for ages, but Vox 2011 was the first time I actually met her in the flesh !

You will hear Gina's voice on many high-profile TV productions. ITV, BAFTA, Radio 2 and many more.

It was also a great opportunity to catch up with some people we haven't seen for an age. Many were discussing how the recession had effected their business. Many are doing well, some had seen revenues go down rapidly. Scary stuff. But it does teach me that marketing marketing marketing is the way to get new business. This year we're spending more on it than ever before.

A huge gathering of people who use their voices to earn a living is a deafening experience. But I am thankful to be working in an industry where everyone is an absolute delight.

There are some amazingly professional people out there, all willing to give their all to even the lower-budget work. All these people look like ordinary members of the public, but every day their voices and their productions guide us, inspire us and inform us in great creative ways. Amateurs are never cost-effective substitutes, they simply make your business sound...Amateurish ! Always employ professionals with a proven track record in their field. In the long run, it will be the best investment you'll ever make in your marketing.

Congratulations to everyone who won at Vox 2011. We're happy, but not contented. Next year, we'll enter more work and push you harder to vote for it all to win !

For award-winning radio commercials and radio advert production featuring award winning voices, call us now ! Click here to contact Airforce.

Airforce is in the finals of the Vox Awards

The finalists have been announced for the 2011 Vox Awards and we're delighted to see that productions by Airforce feature in 4 of the 7 main categories.

'Cabinet' in the 'Best Retail' category, produced for Lincoln Furniture Warehouse.
'The Dream' in the 'Best Services' category, produced for Tanbridge House School.
'Mr Intoxixo' featuring Guy Harris in the 'Best Male Voiceover performance' category, produced for Dorset Police.
'The Message' featuring Laura Shavin in the 'Best Female Voiceover performance' category, produced for Lincoln Furniture Warehouse.

We're naturally delighted to have so many commercials featured in the finals. The winners will be decided by votes so we need
your help !

To hear all the finalist commercials and cast your vote, visit the Vox Awards website here and follow the instructions.

You have until May 19th to vote, so vote NOW !

Many thanks.

JOHN CALVERT
www.airforce.co.uk

How Powerful are Your Words ?

I am grateful to my Facebook friend Clive Dickens for posting this wonderful short film.

Whatever kind of advertising medium you favour, this film reminds us that that it is always possible to add powerful meaning to even the most ordinary of propositions.

That doesn't mean you need to spend squillions on your advertising campaign. For local and regional radio advertisers, all it takes is a little bit of extra thought.

...Which for some reason, only a small amount of local and regional radio advertisers tend to do !

Let it be known that constantly spending your advertising money on telling listeners you've cut your prices is flawed strategy. In this day an age, it is essential that radio advertisers invest in attracting new believers. And to do that, you have to 'frame' your proposition in a completely different way to your competitors. The film Clive posted is a perfect example of that.

Come on. Challenge Airforce to take your proposition and present it from a completely different angle.

You can listen to examples of our radio commercials, radio adverts & jingles here.

John Calvert

Can Wills and Kate endorse your product ?

A lot of advertisers will be wanting to jump on the Royal Wedding bandwagon.

But what can or can't you get away with in your radio advert ?

An agency client forwarded us a note from Global Radio which we thought you may find useful.

The recent announcement from Clarence House that Prince William and Kate Middleton are to marry next year poses many questions: will there be a national holiday? Who will design the dress? Is hat-wearing going to be mandatory across the British Isles? And most importantly as far as advertisers are concerned: can we refer to this happy event in our advertising?

Broadly speaking, advertising should not claim or imply that a particular product is endorsed by the Royal Family or imply that a product is affiliated to royal events when it is not. This is line with the general provisions on misleading advertising and the fact that the CAP Code urges marketers to obtain written permission before implying any personal approval of the advertised product and reminds marketers that those who do not want to be associated with the product could have a legal claim (rule 6.1).

Specifically, members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission (rule 6.2) and the Royal Arms or Emblems must not be used without prior permission from the Lord Chamberlain’s office. References to a Royal Warrant should be checked with the Royal Warrant Holders’ Association (rule 3.52). For information regarding the sale of souvenir products please see the guidance issued by Clarence House.

The ASA has in the past upheld complaints about advertising that implied Royal Endorsement. However, the Code states that an incidental references unconnected with the advertised product, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.

We would expect that advertising products with references to the Royal Wedding which do not feature the prospective bride and groom such as 'invite everyone round to watch the wedding and enjoy X', are likely to be acceptable in the same way as marketing referencing sporting events would be.


Get your radio commercials made in advance of the royal wedding. Contact Airforce now on 01249 821679. Initial script ideas are free.

When scheduling of your radio advert fails....

If you're paying good money for your radio commercial to be broadcast, make sure the next commercial in the break doesn't ruin things for you.

Listen here

John Calvert

When people have their heads firmly implanted up their back-sides, this is what can happen...

What WERE Groupon and their agency thinking when they thought this ad would be great for business ?

Read the article here.

John Calvert

Changes to the small print. Do your radio commercials comply ?

The rules in financial advertising are having a bit of a shake up.

The Radio Advertising Clearance Centre (RACC) have forwarded us the following note:

The Consumer Credit (Advertisements) Regulations 2010 (CCAR) replace the 2004 Regulations on 1st February 2011.

Certain credit ads are exempt (e.g. if the ad makes clear that credit is only available for business purposes).

Ads must include the name of the advertiser (the advertiser’s address is exempt for radio ads).

Where the ad includes a rate of interest or any amount relating to the cost of credit (whether a sum of money or a proportion of a specified amount), the ad needs “a representative example”.

A “Representative Example” consists of the following minimum information:
• the words "Representative Example"
• total amount of credit
• an APR, worded thus: “Representative X% APR” (the APR available on 51%+ of deals arising from the advert)
• cash price
• amount of any advanced payments and any other fees (if relevant)
• duration of the agreement
• total amount payable
• amount of each repayment of credit (if relevant)

Please note that…
The phrase/tag/qualification “Representative X% APR” can be used on its own where the ad:
• is for “bad” credit risks (e.g. “can’t get credit?”)
• contains a ‘comparative indication’ (e.g.“low cost loans”, “our lowest rates”, “save money”, “low monthly payments”)
• includes an ‘incentive’ to take out credit (e.g. “nothing to pay for a year”, “get cash fast”, “2% off our usual rates”, “low deposit”)

Please don't curse the RACC for this. These aren't their rules. They are simply here to ensure the new law is adhered to in radio advertising.

The small print in financial advertising is at the best of times, pretty confusing. But this new rule in my opinion will not benefit the listener in any shape or form. Come on Law Makers, are you really in the belief the audience understands what 'Representative APR' actually means ? And if they do, do they actually care ?

I think cramming T's & C's in a radio ad doesn't do anyone any favours. It's a well-known fact the human brain can't absorb large amounts of information in one go. Therefore a radio advert with a monotonic voiceover rattling off technical prattle that only has meaning to those in the financial sector doesn't really give the consumer any protection at all.

I am completely up for protecting the consumer. So how about just saying 'conditions apply' ? It tells the listener they won't be getting something for nothing and that there is more to the offer than meets the eye.

Job done in a clear, understandable and consise manner. But let's face it. Many of those who enforce the laws don't actually think like us mere mortals. So the chances of things changing for the better are unlikely !

For advice on how Airforce can make the small print in your radio advert legal, yet as unobtrusive as possible, get in touch here.

John Calvert

Music to Picture...

We did the music for this film recently.

Enjoy !