RAB Launches New Radio Ads

The US Radio Advertising Bureau has unveiled a new ad campaign to promote radio to advertisers and agencies.

In a series of humorous and, at times, eye-wincing, print advertisements, the campaign promotes the medium as a highly effective and essential tool for today’s advertisers and their agencies.

The RAB explained: “The ads show the downside of not using everyday items such as tweezers, sunscreen and toothbrushes . One ad shows a writhing soccer player who has failed to wear an athletic supporter cup, while another features a near-toothless man who apparently shunned a toothbrush throughout his adult life.”

Using the tagline, ‘If it works, don’t ignore it,’ the ads target marketers, media buyers, and the creative community in a way that will drive home the message that Radio is too important to ignore. Making the connection between what can happen when you fail to use something intended to produce results, the campaign’s message is unmistakable: Ignore Radio at your own peril.

The RAB has also created a dedicated website (link below) that mimics the look of the campaign and offers links to various industry sites that offer detailed support to the various facts that run at the bottom of each ad (i.e. “Has a 40% better ROI than TV,” “Reaches 80 million people in cars hourly”).