Empathetic as American Family Insurance and Starting with Questions....

Working in the radio industry I get spots across my desk everyday, some good, some bad. The latest campaign from American Family Insurance is the best I have heard in quite a while. They mix 'real people' with agents in a :60 spot, with just the right music in the background. These ads are both on radio and on television.
I have noticed other insurance companies rolling out similar ads as well, State Farm and their 'cute little girl', and of course Allstate killing the 'Put them in Good Hands' line(it may be annoying, but it works!)
I believe, at least in this area(Eugene/Springfield, Oregon) that things are beginning to turn around. When you have clients returning that are doctors, plastic surgeons, dentists, and video game stores, that is usually a pretty good sign things are starting for the better. (not to mention we have close to three of our six radio stations sold out right now.)
That bring me to my next point, I am going to focus more in actually writing a script for a client for a few moments. If you haven't read my last entry, 'Back to Basics', please take a moment and do so. It will give you some more insight into what I am about to discuss....that being 'Questions'
When is it okay to ask a question in a commercial? and where? When doing so it actually makes the comsumer stop for a moment and answer it in their head. It has not been done, at least with my production for a while, and I am going to work on bringing this quality back to the table. However, it has to be done correctly. (Example: 'What place in Eugene has the highest quality food for the best price? (1/2 beat to 1 beat pause) If you answered Hole in the Wall you would be right! Hole in the Wall BBQ has been named Best.......")

so a few nuggets in this entry. more to come. the amount of coverage of Michael Jackson's funeral was astounding, according to CNN, close to 10 million watched their online stream, not counting the number of television viewers. I will discuss this more on my other 'Lifenuggs' blog shortly.

Thanks for reading,
JP

Justin is Production Director for a radio group in Eugene, Oregon. He also is available for freelance voiceover work. Feel free to contact him.
email: justin.phillips@live.com
http://www.twitter.com/justinphillips
http://jpvoice.wordpress.com
http://lifenuggs.blogspot.com