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
Sunday, 24 April 2011
Monday, 18 April 2011
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
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
Monday, 28 March 2011
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.
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.
Monday, 21 February 2011
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
Listen here
John Calvert
Monday, 14 February 2011
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
Read the article here.
John Calvert
Monday, 31 January 2011
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
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
Thursday, 27 January 2011
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