Resilience Repurposed Blog

RADIO AD #1

Media Type: Radio

Advertisement: McGrath Pest Control – "Locust Plague" (Ants Ad)

Company/Brand: McGrath Pest Control

Link to Ad: McGrath Pest Control – Locust Plague

1. Ad Description

McGrath Pest Control parodies biblical plagues in this radio spot by comparing a typical ant infestation to a full-blown "locust plague." Delivered in a dramatic and overly serious tone, the narrator plays it straight while describing a hilariously exaggerated invasion of ants.

The emotional appeal is based on hyperbole, comic absurdity, and resonance with real-world annoyance. It works because it dramatizes something everyone deals with — pests — and turns it into an unforgettable moment.

Objectives:

• Capture attention through clever parody and exaggeration.
• Position McGrath as both professional and approachable.
• Encourage call-to-action via humor and trust.

2. Target Market

• Age: 30–65
• Income: $50,000–$120,000
• Education: Homeowners or long-term renters; practical education level ranging from high school to college
• Psychographics: Family-oriented, home-maintenance-focused individuals who prefer using local businesses with relatable branding. Dislike gimmicks but respond to clever humor.
• Geography: Primarily Greater Houston area; fits broader Southern/suburban markets

3. Desired Audience Action

Encourage listeners to:

• Call McGrath Pest Control when facing an infestation.
• Remember the brand through a memorable and funny analogy.
• Trust McGrath for fast, reliable, and friendly service.

4. Value Proposition

McGrath Pest Control offers:

• Trusted, family-owned pest control with decades of experience.
• A memorable brand personality that makes serious service feel accessible.
• Fast response times with thorough, dependable results.

RADIO AD #2

Media Type: Radio

Advertisement: Metro Trains – Dumb Ways to Die

Company/Brand: Metro Trains Melbourne

Link to Ad: Dumb Ways to Die – Radio Song

1. Ad Description

Originally launched as a radio jingle and digital video, "Dumb Ways to Die" used dark humor and catchy music to promote railway safety. The song lists absurdly humorous ways to die before concluding with the preventable tragedies of ignoring train safety.

The emotional appeal uses humor and shock value to capture attention while embedding a serious public safety message. Its memorable jingle helped make train safety a viral, culture-wide conversation.

Objectives:

• Reduce railway accidents through public awareness.
• Use viral content to reach young audiences.
• Reinforce Metro Trains' commitment to commuter safety.

2. Target Market

• Age: 10–35
• Income: Varied (students, young professionals)
• Education: Middle school through college graduates
• Psychographics: Respond to humor, novelty, and music. Regular users of public transportation.
• Geography: Urban areas, especially commuters in Australia (with global resonance)

3. Desired Audience Action

Encourage listeners to:

• Be cautious near train stations and platforms.
• Share the jingle or message with others.
• Remember the safety message embedded in the tune.

4. Value Proposition

Metro Trains offers:

• A public transportation system invested in safety education.
• Creative outreach that resonates with a younger demographic.
• A memorable campaign that made safety culturally relevant.

RADIO AD #3

Media Type: Radio

Advertisement: The Simpsons – Bart's Blackboard Writings (Robert Goullier)

Company/Brand: The Simpsons (FOX)

Link to Ad: Bart's Blackboard Writings Radio Ad (Humorous)

1. Ad Description

This creative radio promo for The Simpsons features a series of Bart Simpson's chalkboard punishments, each line poking fun at authority, pop culture, and school discipline. The ad uses familiar voice work and absurd repetition to showcase the show's tone.

The emotional appeal is rooted in nostalgia, irreverent humor, and recognition. It rewards long-time fans with inside jokes while introducing the uninitiated to the show's unique voice.

Objectives:

• Promote upcoming seasons or syndicated episodes.
• Reinforce The Simpsons as a culturally embedded brand.
• Drive tune-in through humor and brand recall.

2. Target Market

• Age: 18–45
• Income: $30,000–$90,000
• Education: High school diploma to college degree
• Psychographics: Fans of satire, animated comedy, and pop culture. Likely multitaskers who consume media across radio, TV, and streaming.
• Geography: North America and English-speaking international markets

3. Desired Audience Action

Encourage listeners to:

• Tune into new or syndicated episodes of The Simpsons.
• Share jokes or lines with others, building organic reach.
• See the show as a consistent source of clever, satirical comedy.

4. Value Proposition

The Simpsons offers:

• Satirical humor that reflects culture and current events.
• Familiar characters with generational appeal.
• Consistent entertainment for casual and committed viewers alike.

RADIO AD #4

Media Type: Radio

Advertisement: "Missing Persons" – Matlock Promo

Company/Brand: Channel Two / Paul & Walt Worldwide

Link to Ad: Matlock Radio Ad – Missing Persons

1. Ad Description

This Clio Award-winning radio spot for "Matlock" on Channel Two uses witty, fast-paced dialogue in the style of a noir detective drama. A caller contacts the police to report his wife missing, only to discover she's just watching Matlock in the bedroom — thanks to the detective's real-time coaching.

The ad plays like a miniature radio play, brilliantly using repetition, irony, and situational comedy to embed both the name of the show and its air time. The humor lands because it pokes fun at the everyday while making the listener feel in on the joke.

Objectives:

• Announce the new 4:00 PM weekday time slot for Matlock.
• Boost audience retention through humor and absurdity.
• Make Matlock top-of-mind by linking it to an unexpected, funny situation.

2. Target Market

• Age: 45–75
• Income: $35,000–$95,000
• Education: High school and above; fans of courtroom dramas, classic television, or nostalgic programming
• Psychographics: Values tradition, humor, and familiarity. Likely retirees, caregivers, or lifelong fans of shows like Perry Mason, Columbo, and Matlock.
• Geography: Local and regional viewers in mid-size to large U.S. markets

3. Desired Audience Action

Encourage listeners to:

• Tune in to Matlock weekdays at 4:00 PM on Channel Two.
• Tell others about the new time slot.
• Associate Matlock with humorous, feel-good television that brings families together.

4. Value Proposition

This ad doesn't just promote a show — it promotes a routine. Matlock is positioned as a comforting, dependable part of the day. The listener walks away not only knowing the airtime but associating it with a laugh — making it easy to remember and even easier to share.

RADIO AD #5

Media Type: Radio

Advertisement: Volkswagen – "Zero to Crazy – Girlfriend"

Company/Brand: Volkswagen New Zealand

Link to Ad: VW: Zero to Crazy – Girlfriend

1. Ad Description

This radio spot ingeniously parallels the rapid acceleration of the Volkswagen Golf GTI TSR with a couple's conversation that swiftly escalates from a casual chat to an over-the-top scenario in under 6.5 seconds. The dialogue's sudden shift from normalcy to absurdity mirrors the car's capability to go from 0 to 100 km/h in the same brief period, effectively emphasizing the vehicle's performance.

Objectives:

• Highlight the Volkswagen Golf GTI TSR's impressive acceleration.
• Engage listeners through relatable and humorous content.
• Create a memorable association between the car's speed and everyday situations.

2. Target Market

• Age: 25–45
• Income: $50,000–$100,000
• Education: College-educated professionals
• Psychographics: Individuals who appreciate performance vehicles, have a sense of humor, and enjoy dynamic lifestyles.
• Geography: Urban and suburban areas with a penchant for automotive enthusiasm.

3. Desired Audience Action

Encourage listeners to:

• Visit Volkswagen dealerships to experience the Golf GTI TSR firsthand.
• Share the ad with friends, enhancing word-of-mouth marketing.
• Associate Volkswagen with innovative and entertaining advertising.

4. Value Proposition

The Volkswagen Golf GTI TSR offers:

• Exceptional acceleration and performance.
• A blend of practicality and excitement for daily driving.
• A brand known for combining engineering excellence with creative marketing.