Where Are the Award-Winning Audio Ads?
In recent years, award-winning audio advertising, or audio ads for short, has been absent from Dutch award shows. And that's a pity because audio is the perfect medium to put the listener's imagination to work.
First of all, what exactly is an audio ad? An audio ad is a form of advertising in which sound is used as the primary medium, such as a radio commercial. They can vary in length. Audio ads are traditionally used on the radio but are equally suitable for streaming platforms such as Spotify, or podcasts. With audio ads, you can create a broad reach and, above all, make your brand sound recognisable. Multiple scientific studies have shown that on brand (i.e., with a recognisable sound) and creatively memorable commercials are more effective with any given audience.
However, stale price offers with or without a .com reference dominate the current audio ad landscape. And that's a shame because, creatively, you can do so much more with an audio ad. Steve Allen was thinking of all those possibilities when he called radio the theatre of the mind. Here are some international examples that show how creative one can be with audio ads.
Toppits
In 2019, the German company Toppits developed a seemingly simple but very distinctive commercial:
Sushi
Bratwurst
Chili Con Carne
'Less is more' also applies to some audio commercials. Within seven seconds, and with just one word, a strong image can immediately be evoked. Sometimes very little copy is needed for an ear-catching commercial. It is no coincidence that Toppits won various audio awards with their advertising, including a London International Award and the New York Festivals Advertising Award.
Swim Ireland
In 2020, Swim Ireland developed this impressive and goosebump-inducing commercial in collaboration with Irish Boys+Girls for the start of Drowning Prevention Week.
Another great example of an ad that tells a story with few words. Yet, as a listener, you cannot help but be affected by its message. As a result, the commercial won several awards, including two D&AD Pencils.
IKEA
Wunderman Thompson created a great radio ad for IKEA’s Small Space Value Collection.
A one-minute radio commercial divided into 20 super short spots that ‘fit anywhere,’ just like the furniture in the IKEA collection. This innovative way of advertising won them a Grand Prix at the 2022 Dubai Lynx, among others.
Go RVing
This campaign developed by FCB Chicago proves that distinctiveness does not have to be short. Brilliantly written, dry humorous copy that speaks to the imagination.
Salt & Silver Am Meer
Who are the actual seafood experts? This audio ad for a German seafood restaurant knows and features them well.
Squla
For the online learning platform Squla, the Amsterdam agency Buutvrij, in collaboration with Amp.Amsterdam developed an audio ad consisting of three parts:
Slecht
Beter
Goed
