THE WORLD'S MOST TRUSTWORTHY RADIO AD by Memac Ogilvy & Mather Dubai for Acdelco

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THE WORLD'S MOST TRUSTWORTHY RADIO AD

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Industry Repair parts
Media Radio
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Director Sascha Kuntze, Rafael Rizuto Copywritter
Executive Creative Director Till Hohmann
Creative Director Ramzi Moutran
Producer Hala Hammash
Account Supervisor Benoit Freyburger
Production BKP
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: ACDELCO
Product/Service: VEHICLE SERVICE CENTRES
Agency: MEMAC OGILVY & MATHER
Executive Creative Director: Till Hohmann
Creative Director: Ramzi Moutran
Scriptwriter: Sascha Kuntze
Agency Producer: Sam Eid
Account Supervisor: Benoit Freyburger
Advertiser's Supervisor: Martino Picotti
Production Company: BKP, Dubai, UNITED ARAB EMIRATES
Director: Sascha Kuntze/Rafael Rizuto
Producer: Hala Hammash
Sound Studio: BKP Music
Sound Engineer: Chris Atkins
Other Credits: Rafael Rizuto
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: When you’re about to say what we’re about to say, you have to use every trick in the book. ANN: Like a male voice, which appears more trustful. With a gravelly pitch to gain more credibility. In a slow voice that utters only 164 words per minute. ANN: Use drums... SFX: Drums ANN: ...to add importance to what you say. CHOIR: Drama! ANN: Drama makes everything really memorable... SFX: Elephant ANN: ...so we hope that you... CHOIR: You! ANN: ...believe... CHOIR: Believe! ANN: ...us... CHOIR: Us! ANN: ...now... CHOIR: Now! ANN: ...when we offer... Umm... What’s the offer? CHOIR: He forgot the offer! ANN: Shhh! FVO: A free car inspection and discounts on parts and labour. At ACDelco service centres. ANN: Uh-huh... SFX: Drums ANN: That’s right! CHOIR: That’s right! ANN: Find your nearest centre at ACDelcoArabia.com SFX: ACDelco sound logo: ACDelco. That’s right!

Brief Explanation
Because ACDelco's service centre promotion is so unbelievable, we had to create an ad that people could truly trust, based on facts discovered in scientific research.