PROJECT: Radio Commercial

There are advertisements all around us, and they are used to help sell products or services to a select group of people. In this project, you will create a radio commercial as part of a marketing campaign to sell a product or service that you make or choose.

Terms
Marketing: An overall plan to sell a product or service.
Advertising: Something that promotes the product to the target audience.
Radio Commercial Form: Hook → Reveal → Description → Call to Action → Sticky Ending
Voice Over (VO): A voice that is heard but not seen. In a commercial, a voice over can act out a scene, narrate a story, or talk directly to the listener.
Slogan: Short memorable word or phrase used as a sticky ending.
Jingle: A short musical piece that is sung. The words can be the name of the product/service or its slogan.

  • Nike- Just Do It
    Apple- Think Different
    De Beers- A Diamond is forever
    M&Ms- Melts in your mouth, not in your hands
    Wheaties- The breakfast of champions
    Burger King- Have it your way
    Red Bull- Gives you wings
    BMW- The ultimate driving machine
    Capital One- What's in your wallet
    Disney- The happiest place on earth 
    Chevy- Like a rock

  • Jingle Playlist →

    McDonald’s: I’m Lovin It
    Kit Kat: Give Me A Break
    Oscar Mayer: I wish I was an Oscar Meyer Wiener
    Menards- Save big money at Menards
    State Farm- Like a good neighbor, State Farm is there
    Empire: 800 588 2300 Emipire
    Meow Mix: Meow Meow Meow...
    Nationwide: Nationwide is on your side
    Folgers: The best part of waking up is Folgers in your cup
    Maybelline: Maybe she’s born with it, maybe its Maybelline

1 | Analyze Ads

Pay attention to the advertisements around you. Try to figure out who the target audience is for the product or service and how they are being song. Find the hook, reveal, benefits, call to action, and sticky endings in THESE ADS.

2 | Practice Reading Scripts

Develop your ability as a voice over (VO) artist by reading SAMPLE SCRIPTS. Practice maintaining a smooth flow, add inflection/pauses, and alter your voice to sound relatable to the target group of people (demographic).

3 | Choose A Product

Choose or create a product or service to advertise. Think about who the target audience is and how you will market to them.

4 | Write The Script

Brainstorm ideas by writing down anything that comes to mind about your product or service. Find the hook, reveal, description, call to action, and sticky ending in your ideas. Say the script out loud and time it to fit the 30 second limit.

5 | Record The Voice Over

Practice reading your script and prepare your environment to record. Add a voice and microphone track, turn of the metronome, and record multiple takes by speaking into your microphone and limit the amount of outside sounds.

6 | Edit The Recording

Find the best sections of your recordings and piece together a perfect voice over trimming and moving regions. Make sure you maintain a good flow and that the timing of your edits feels natural.

7 | Write The Music

Think about what mood and sounds would best compliment your voice over. Add chords, bass, drums, and a melody to create the background music. Keep the energy low during the hook, bring it up, and loop the phrase to finish it off.

8 | Add Sound Effects

Add ambient sounds and one shots throughout the commercial to help bring it to life. Trim the regions to find the desired section of the samples and put them in the corresponding place in the project.

9 | Mix

Adjust the volumes of your music instrument, add a compressor and EQ to your vocal track, balance the volume of your sound fx, and change some panning to create a cohesive mix. Remember, the voice over should be the loudest thing in the mix.

10 | Share

Play your commercial to your friends and family. Ask for their feedback and make small adjustments to improve the final product.