I’ve gone on record stating my almost complete disdain for radio as an advertising medium. I’m not changing my tune. Unlike other mass media, for some reason the intrusion of commercials just bothers me more. Always has. Always will.
That said I admire well-written radio when I hear it, especially given how rare. Kudos then to my agency brothers in New York, Euro RSCG in winning several Gold Lions on radio for Dos Equis, “Most Interesting Man in the World.” Last year The Most Interesting Man barely eked out a bronze in TV but since then has become one of the more beloved characters in advertising, winning prizes here, there and everywhere. Not to mention actually selling mucho Dos Equis.
Good for him. He and the agency deserve all the credit in the world. If for nothing else creating (and selling through) the counter-intuitive copy line, “I don’t always drink beer but when I do I drink Dos Equis.” Anyone in this business knows how risk adverse clients are, especially when it comes to dissing their own categories! That Euro RSCG and Dos Equis (Heineken) put forth a hero who doesn’t “always drink beer” shows creative moxie. The fact that he’s an older man is also refreshing in the youth-obsessed spirits business. The campaign rocks. ‘Nuff said.
Back to radio as a medium. When I was a boy there were no Ipods and MP3s. (Fuck you, it wasn’t that long ago!). People, especially young people, listened to music on radios. Sure, the Sony Walkman would usher in portable, private listening but for a brief period of time, maybe thirty years, from 1955 to 1985, every teen-ager in America owned a radio. Many of these contraptions were souped up multi-platform music machines also known as “boom boxes.”
In the summer one couldn’t go anywhere, really, without hearing them. When my amigos and I headed to Montrose Harbor or, as we called it, “the Lake,” it was always someone’s job to bring the “tunes.” Not that we needed our own as just about every car and beach towel had music blasting from it. The sounds of summer were a cacophony of Top 40, Disco and Heavy Metal. Occasionally, we’d here a Cub’s game but it wasn’t long before our Zeppelin and Judas Priest blew the old dude right out of his green and white lawn chair.
If we weren’t playing cassettes, the station to listen to was WLUP, otherwise known as “the Loop.” Guys like Steve Dahl and Johnny B were hugely popular in the morning (both of these jocks remain relevant today, though barely). Yet, it was the tunes that mattered and few stations played our heavier brand of music more readily than the Loop: Van Halen, AC/DC, Rush, Aerosmith; funny how these bands still play and record. Back then they were Gods.
If I go back even further (before pot…before girls…before even puberty) I remember sleeping over at my best friend’s house, staying up super late, listening to weekend countdowns on WLS Music Radio. We lived for the call-in contests, where if you were such and such numbered caller you’d win a lame tee shirt. The prize wasn’t really the point, however. It was about hearing your self on the radio. If you were lucky they’d let you choose and dedicate the next song. The one time I got through I chose “Slow Ride” by Foghat. Dedicated it to Becky at Mather High.