The Independent Broadcasters of Ireland is the representative body for Ireland's independent commercial radio broadcasters. They include national, multicity, regional and local radio stations. Radio is their business, so raising the bar of radio advertising is a crucial part of the work they do. What better way to advertise radio, than on radio?

With 8/10 Irish adults tuning in daily, we over-index on listening to the radio more than any of our European counterparts, by 35%. So by that definition, we have to sit through more radio ads. Since the Irish love radio so much, they deserve high quality radio advertising.

However, Irish radio advertising tends to fall victim to relying on the same distinct tropes. The IBI wanted to create an ad to challenge the advertising industry to eschew these clichés, raise the standard and bring an end to the “pollution” of the Irish airwaves.

A mockumentary-style interview with a worker from a fictional waste facility for bad radio spots. In Ireland, these radio ads tend to share some of the same characteristics, for example, over-zealous terms and conditions. This spot imagines an alternative reality where these need to be disposed of after going on air. The ‘Audio Dump’ is where sub-par radio advertising goes to die.

We decided to appeal to our target of Irish media planners, agencies and marketers with an industry in-joke, but one that would also resonate with the public who listen to (or suffer through) these kinds of ads on a daily basis. Rather than a straight-forward celebration of the medium, we decided to create a spot that would be a send-up of how radio advertising is being let down by “rubbish” radio spots.