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The Radio Spot That Stopped Me Cold
Normally, I try to avoid ads on the radio and I admit to being an inveterate station switcher. (The fact all the stations I listen to seem to go to break at the exact same time is extremely frustrating, but I digress.) That said, I heard a spot on Tuesday that actually made me stop in my tracks.
It was that old Porter Airlines "Flying Refined" ad about taking flights out of the Island Airport. There was nothing special about it, except when I suddenly realized I hadn't heard one of them for at least a year and a half. In a funny way, it was a bit of a milestone - a very tiny sign that perhaps things are finally returning to normal after what feels like an eternity of COVID-created travel restrictions.
I have to say it was almost comforting. And no, in this one case, I didn't turn the channel.
Speaking of commercials, I can't help but wonder if the people behind the Spence Diamonds campaign go out of their way to deliberately create the worst possible and most annoying radio ads in modern times. From the old "Whooo! yell to the current one where some guy reads a robotic response while a female announcer talks normally, they are simply unlistenable. Clearly someone thinks making terrible spots makes for good impressions and an imprint on customers.
This is one listener (well, really non-listener, because I always turn them off) who can tell them they're very wrong. I congratulate them for sticking with radio in a very grave time for the industry. But that doesn't excuse them for presenting content that no one wants to hear. Talk about a diamond in the rough.
- Doug Thompson
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Re: The Radio Spot That Stopped Me Cold
The original Spence diamonds ads were created, I believe by Roy Williams the self titled 'Wizard of Ads' in Florida. I also hated that 'Whoo". Spence even held an on-line poll where people could vote for or against and people overwhelmingly voted against the "Whoo", but now they've brought back a new one. As a long time writer of commercials and promos, I think it's annoying, but also distinctive because sadly, you know exactly who the sponsor is when you hear the woman yell. I also switch stations when they come on...but then I'm not exactly in their listener demographic.
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- RadioAaron
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Re: The Radio Spot That Stopped Me Cold
It's funny, in your Toronto/Buffalo IDs thread below, there's a Porter spot in one of the Toronto ones, and when I heard it yesterday it stood out to me that those have been "missing" for a while....then heard the same new one today.
- ig
- Iain Grant
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Re: The Radio Spot That Stopped Me Cold
Every time I hear a Spence Diamonds ad I think "that was done by someone who they must have paid to attend a Roy Williams course" and tried to interpret what they learned. (and didn't do a very good job of it.)
I'd honestly be disappointed if they were created by his company. They've always sounded like a wish.com version of the stuff the used to do.
Doug Thompson wrote:
The original Spence diamonds ads were created, I believe by Roy Williams the self titled 'Wizard of Ads' in Florida. I also hated that 'Whoo". Spence even held an on-line poll where people could vote for or against and people overwhelmingly voted against the "Whoo", but now they've brought back a new one. As a long time writer of commercials and promos, I think it's annoying, but also distinctive because sadly, you know exactly who the sponsor is when you hear the woman yell. I also switch stations when they come on...but then I'm not exactly in their listener demographic.
Madness takes its toll. Please have exact change.
- paterson1
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Re: The Radio Spot That Stopped Me Cold
The thing is that here we are talking about Spence Diamonds. We aren't talking about Birks, People's or Knarr Jewellers, but Spence. Now you can say because you hate the radio ads so much, that you would never shop there. But in fact they have nice stores and are a small chain with 9 across Canada. And last year they sold their 4 US locations because of COVID.
Could be that many people, when they see a Spence location may think it odd that the store doesn't really reflect the somewhat comical or unconventional radio ads for a jeweller. However, the store will have immediate recognition since most people are aware of the radio ads. And when the time comes to buy that engagement ring, Spence will likely be on the short list of where to shop or at least check them out. The humour is likely used to counter the stuffy image of diamond stores. I bet thousands of first time customers who shop every year at Spence comment on the ads.
Once the potential customer is in the store, radio has done it's job, now it is up to the retailer.
- ig
- Iain Grant
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Re: The Radio Spot That Stopped Me Cold
We're talking about it because we listen with a different, critical ear to this stuff.
I've often wondered for the average listener, do they really want to put something as serious, sacred, special, precious, (whatever) as their engagement and wedding bands in the hands of a guy yowling and screaming.
I figure it differentiates the Spence bargain shoppers from the Birks customers, and probably keeps them out of the Birks store and wasting peoples time.
The thing is that here we are talking about Spence Diamonds. We aren't talking about Birks, People's or Knarr Jewellers, but Spence. Now you can say because you hate the radio ads so much, that you would never shop there. But in fact they have nice stores and are a small chain with 9 across Canada. And last year they sold their 4 US locations because of COVID.
Could be that many people, when they see a Spence location may think it odd that the store doesn't really reflect the somewhat comical or unconventional radio ads for a jeweller. However, the store will have immediate recognition since most people are aware of the radio ads. And when the time comes to buy that engagement ring, Spence will likely be on the short list of where to shop or at least check them out. The humour is likely used to counter the stuffy image of diamond stores. I bet thousands of first time customers who shop every year at Spence comment on the ads.
Once the potential customer is in the store, radio has done it's job, now it is up to the retailer.
Madness takes its toll. Please have exact change.
- Doug Thompson
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Re: The Radio Spot That Stopped Me Cold
I was mistaken about where the Wizard of Ads organization was located. It's actually Austin, Texas. I have also discovered who produced the original set of Spence Diamonds radio spots. His name is Dave Nevland and his e-mail ends with @wizardofads.com. Here's a blurb from his site. "I produce over 1,000 radio spots a year and have been in the production seat at the home office for over 15 years. Lots of success stories for business growth, but more success stories for business owners who sound like they own the airwaves. Spence diamonds in Canada received their first audio production from me in 2004. Their owner’s voice and the female voice talent we provided have been so inextricably tied to Spence that even when he sold the company the new owner’s pleaded to keep his voice. People all over Canada have searched everywhere to meet his female counterpart because they love her so much."
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- markow202
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Re: The Radio Spot That Stopped Me Cold
How about "noorthwood morrrtgage" jingle 
- Chrisphen
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Re: The Radio Spot That Stopped Me Cold
Spence. Known primarily for some of the worst ad copy in the history of broadcasting. Maybe THE worst, science will have to determine.