This promo, one of two digital spots for the Radio Mercury Awards, deploys tongue-in-cheek humor to drum up entries to the competition. Both promos feature Radio Mercury Award chief judge Jim Elliott, the newly named global CCO of Arnold Worldwide, and voiceover artist Paul Guyet who team to demonstrate to prospective entrants what should not be part of any good, creatively worthwhile radio ad.
Elliott is armed with a red “No” buzzer button which he presses each time Guyet performs a cliche radio ad moment reflecting a tired strategy.
The Radio Mercury Awards is the richest creative competition for radio, with over $90,000 in prizes, including the highly coveted $50,000 Best of Show. Entry deadline is April 6.