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The Official AdLand Advertising Tutorial Series - Radio

Recently, a gloriously naive advertising student wrote AdLand, asking for the key points of writing a radio script. Since school seems to have failed this poor, unfortunate youngster, we thought we'd take it upon ourselves to help out... in a very AdLandish way.


Naked Mannequin Mazda spot gets cleared

The Register reports that even though there were 404 complaints about Mazda's commercial showing a female mannequin that becomes sexually aroused by a driving experience, it has rejected them all.

The ad showed a man loading female mannequins wearing lingerie into the back of a Mazda car. As the Advertising Standards Agency describes it: "The camera focused on the smooth breasts of one of the mannequins."

Viewers of the TV and cinema ad saw the man driving around a city, inter-cut with shots of the same mannequin's face and its hand hitching up its negligee to expose the top of its stockings. Its eyes glazed over. The man parked outside a lingerie store and lifted the mannequin out of the car. Its chest was at his eye level. Its nipples were now erect. The driver gave the mannequin a bemused look. There was a shot of the mannequin's face and the sound of a woman's giggle. A voiceover said: "The all new Mazda 5. Surprisingly stimulating".


Wal-Mart launches national holiday campaign, features celebrities at home

"Wal-Mart Stores rolled out its holiday campaign today, marking the earliest the retailer has ever launched its holiday efforts.

Along with the campaign being Wal-Mart's earliest, it is also Wal-Mart's first campaign to feature celebrities and be integrated across all media channels and in-store signage. "

Wal-Mart Press Release


Hill Holliday uses customer stories for new Dunkin' Donuts campaign

Next week Dunkin' Donuts will launch a new national ad campaign featuring its customers.

The first in a series of 30-second TV commercials re-enacts the story of Pam from Brockton. Stuck in traffic with coworkers, she remembers there's a Dunkin' nearby, walks a mile for coffee and returns to find the car in the same place. While an actress portrays Pam, Dunkin' may use real customers or their voice-overs in future spots.

"Dunkin' is a really interesting brand in that it has just intensely loyal customers," said Tim Foley, executive vice president and creative director of Hill Holliday, the Boston ad firm developing the campaign. "I think a lot of people are going to recognize themselves in these stories."

They are starting with a $10mill budget but are also looking to expand to radio, outdoor and print.


Channel crossing can be dangerous

The French telecom market is adopting the 118 number for direct enquieries just like in the UK a couple of years ago. And while they were at it, one client in France decided to adapt to the local market the same advertising campaign that made its mark in the UK. The result is this campaign for 118 218, directly taken from the brilliant UK 118 118 campaign by WCRS in London, and proof that some ideas should never cross the Channel.

Judge for yourself:
118 218 (France) :


google in the media biz... will they make the leap?

Google's media ambitions have been causing quite a stir lately... for example, this article in the NYTimes: Google Wants to Dominate Madison Avenue, Too talks about how google is thinking about ways to apply their search ad formulas to other media formats.

But so far, most of what Google has played with is similar to search ads in a lack of creativity...