For me, this spot represents so much of what I love about creative audio for marketing - entertaining the audience by telling a story that invites them to imagine the scene.

Technically, it delivers clear communication of a strong offer with a clear benefit and of course, the luxury of 60 second duration which allows us the space for repetition and entertainment, without becoming cluttered.

To self-critique – I should have found a way to end on the sung “one week!” which would have been a grand finish. 

If you ever are blessed with the brief that invites a similar execution – finish strong.

ARN Stuff 05-06

One Week Delivery Promise

There are just some ideas that are so perfectly silly they must be brought to life, whether or not they see the Light of Day.

Note I say “perfectly silly” because I’ve heard plenty of just “silly” ideas on audio platformsthat bear no relevance to the brand or the brief objective.

In my experience, perfectly silly ideas come easily because they are perfectly inspired by the brief. 

Pataks Pappadums was one of those briefs: to put Pataks in the top 3 brands on the mind-shelf of our target market. If you like big fat crunchy Pappadums you will like Pataks.

I love it because it’s silly and simple and catchy and it’s uniquely Pataks. 
I love the pitter-patter of the alliteration that helps to make it stick.
I love that it doesn’t let you down with the standard VO tag on the end; it even finishes with its own little audio logo, a gift from the edit, that so easily happened, just like the rest of it.

Unfortunately, it never went to air but if you’re hankering for some Pappadams tonight and you like’em big and fat well… you’re welcome.

I love your Pappadums

This pro-active piece was “captured” rather than ideated. 
An extended moment of intense inspiration that overwhelmed me one day in the lead up to Mother’s Day.

I was on the light rail on my way into work like any other day when suddenly, I was missing my Mum. We lost her in 2006 so thinking about her was not unusual but on this day, without warning, I was overcome with emotion. The tears welled. My heart hurt.  I felt a bit sick.

I got to work and dropped my bags and made a beeline for the studio.
“Shelley, I’ve got to get something down, can you record me now?”
“Sure, have we got a script?”
“No.”

The resulting audio was originally, informally pitched but never saw the light of day. 

I imagine it as the foundation or inspiration for a multi-platform campaign that encourages us to communicate more openly.
To reach out; to share feelings. To say the things that we will only regret, if we do not say them.

New tracks tagged #audiocreative