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News From Audio Graphics:
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Clear Channel, Please Don't Fart in Public |
I just spent some time at the new AreYouDefYet.com web site. The web site is a property of Clear Channel, with the purpose of distributing CC produced promotional spots about HD Radio to all HD Digital Radio Alliance members. The spots found there are all well produced. However, beyond the production, they leave lots of room for improvement.
Copy:
All commercials feature the tag line "Are you def yet?" Cute, but there's going to be a huge branding problem with the industry trying to get out the term "HD Radio" when it's surrounded by a radio campaign that refers to it as "def."
Listening to the rock oriented spots (they are all that appear at this time), I'm trying to understand what incentives are offered for me to further explore HDRadio.com. (You'll need to go to AreYouDefYet.com to listen.)
1 stinger - "Are you def yet?"
1 :30 - Says "you can date regular radio," then claims you'll find
"high definition boob jobs" with HD.
1 :30 - Titled "Biskit 1" which I'm still trying to understand.
1 :15 - Title "Biskit 2" - see above.
1 :30 - Features "white trash slapping ass."
1 :15 - With a reason why your parents "don't want you to have HD Radio."
1 :15 - Another parent "don't want you to have..."
1 :30 - Title "Class," an attempt at Cheech and Chong humor.
2 :15 - With the question "Did you know?" are possibly the best
commercials in the bunch.
2 :30 - More "Did you know?" spots.
Now, in my opinion, the above carry a questionable message. In the opinion of others that's obviously not the case. But, will someone please explain the following which is contained in the :30 promo spot titled "MC Battle" and containing the line: "I'm high definition, you ain't got a thing, cause to you HD stands for hollow dream."
It's a difficult chore to sell a better quality product (HD) on a radio signal that the promotion is mocking. What "MC Battle" is trying to do, though, leaves me scatching my head.
The last spot to be mentioned here is a :30 that needs to have a serious re-think about it being offered. In an attempt to show the clarity of signal that HD Radio brings, the producers of the commercial (titled "Fart") bring to the airwaves something that I suppose they think connects with 18-24 year old male youth.
Couldn't this point have been made using a different sound effect; possibly the revving of a muscle car's engine, or the clarity of music?
If this is the best radio can do, or that Clear Channel can offer to show what HD Radio can do, you may as well wrap up this whole initiative now. The future smells.
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Related Story:
AreYouDefYet.com
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