by Abe Udy, Director @ Abe’s Audio
Often it’s the simple, uncluttered ads that stand out the most.
I was talking to Chris Gates, Commercial Production Manager at Fox FM recently. Chris was the 2012 ACRA winner for best commercial campaign in a metro market.
The winning commercials were simply a voiceover, and nothing else. No music, no sound effects. Just a great concept, a brilliantly delivered voice and some nice processing in the studio.
Chris said ‘...it’s not the most intense production work…..but came together OK in the end. It’s funny how some of the ones you submit get up, and others don’t get a look in. Simple tends to win at the ACRA’s.‘
I love that last line. Simple tends to win at the ACRAS.
One clear, uncluttered message, with room for the script to breathe often wins over the opposite.
That sort of comment by Virginia Trioli...well-meaning as she might think she is..is symptomatic of what's wrong with the ABC. It's generally accepted that our National Broadcaster leans to the Left and to suggest radio and TV Newsrooms only care about what happens to rich white people in the West has tinges of Karl Marx about it! A little eight year old boy getting blown up while watching his Dad run a Marathon is News..two Chechen brothers who have lived in the US for many years turning feral is News. It's News in this part of the World, as much as what happens in Iran, Iraq, Afghanistan and Syria is News in their part of the World. Ms Trioli is fortunate she works for a Broadcaster not required to rate, sell advertising and make a quid.
We are well-served with International News on SBS and the ABC...and while I might think some commercial TV News is pap, it's designed to appeal to as many people as possible...white, black or brindle..rich or poor. I've just finished reading news on Sky for 5 consecutive nights. We have the luxury and ability to run many and varied stories you won't see on a FTA Bulletin...the Boston bombings were covered extensively..but, so was the Earthquake in China, rumblings in North Korea..and the best coverage of Politics in Australia, in my humble opinion.
Don't think Virginia watches a lot of TV.