ADVERTISING AGENCY: RIGHT RING, WRONG ROCK

	Download original version (size: 1.1 MB; duration: 01:00)
Released:	June 2007
Advertiser:	THE NORMAN AGENCY
Brand name:	ADVERTISING AGENCY
Agency:	THE NORMAN AGENCY
Country:	Canada
Category:	Business equipment & services
Tags:	CANADA

Credits:

Advertising Agency: THE NORMAN AGENCY, CANADA, CANADA
Creative Director: Jim Norman
Scriptwriter: Jim Norman/Becky Trenton
Agency Producer: Becky Trenton
Director: Jim Norman
Sound Engineer: Stephen Stepanic


Script in English
FVO: I just bought a beautiful ring. Well, right now it's just a platinum setting. 'Course, a diamond would turn the setting into a gorgeous ring. But the diamond might be pricey, and I've already paid a lot for the setting.

So, instead of a diamond, I'm thinking...a chunk of gravel. What’s the difference: a diamond, a chunk of gravel. They’re both rocks...right?

ANN: No-one would really pay a lot of money for a platinum setting, and then put a piece of gravel into it. But would you do something comparable with your radio advertising?

A lot of advertisers do: they pay a lot for airtime, but they don't invest in what goes into that setting. And they end up with bad messages; commercials that say the wrong things in the wrong ways.

To fill your valuable airtime with the right commercials, and make the airtime worth the investment, contact The Norman Agency.

FVO: Hey, did I tell you about the shag carpet I'm installing in my Maserati?

ANN: The Norman Agency. We are 'The Sound of Marketing'. Learn more at thenormanagency.com
Brief Explanation
This commercial makes some people afraid. It makes others applaud.

Afraid our spot would offend their advertisers (especially those who write and voice their own commercials), one radio station banned it. Another station - one staffed by multi-award winning writers and producers - happily aired this spot and asked for permission to play it at their client seminars. And one staff writer emailed us to say, 'I wish I'd written it.'

We believe we're the first Canadian organisation to say very publicly that it's not enough to buy airtime and broadcast anything in it; that the quality of radio creative itself actually matters.