Some consider casting the single most important part of executing great creative. Stacey Stahl, owner of In Both Ears, would agree. But she also offers up plenty of other great advice from the world of talent and casting.

[Read more →]

We received this question from the radiocreativeland this week: “What do you think of ’slice of life’ spots?”

Ah. the good ‘ol “slice of life” spot. That type of commercial where “real” people are conversing back and forth “naturally.” In my experience, I haven’t seen many of these work unless it is clear that the dialogue is meant to be a little cheesy. If an advertiser tries to be serious in a script like this, invariably, it includes product details, prices, disclaimers and other assorted nuggets that no “normal” person would ever say.

To wit:

M1: Hi there neighbor. (dramatic pause) Heeeey, that’s quite a honey of a car, where did you get it?

M2: (chuckling as if he knows a secret) It’s my new Daewoo Nutria XL8YT and I got it at Marv’s Car Barn, home of the 50 best cars in Sweet Home. Only 23-985 with a $5,000 factory rebate, VIN number RT577465NXX, see dealer for details. Hey, we still on for that barbecue this weekend? (more…)

[Read more →]