Radio and Audio > Radio & Audio: Sectors
VMLY&R MELBOURNE / AUSTRALIA POST / 2020
Overview
Credits
Write a short summary of what happens in the radio or audio work.
This radio ad is brutally simple. 2 words in 30 seconds. That’s it. By squeezing those two words in the time allowed, we not only played with the radio medium – we also demonstrated to Australians that if you can squeeze your item into a parcel, you’ll pay a flat rate.
Translation. Provide a full English translation of any audio.
In this commercial, the Voice-Over struggles to say ‘birthday gift’ – it’s as though they are trying to stuff the words into the radio ad.
VO: B–
Bir–
Biiirr–
Biirrrrrr–
Biiiiiiiiiiiiirrrrrrrrr–
Birth–
Birttttthh–
Birthhhhhhd¬aa–
Birthday gi–
Birthday gifffffffffffffffff–
Birthday gift.
(relieved)
Birthday gift.
Announcer: Squeeze anything into an Australia Post parcel and pay a flat postage rate. If it packs, it posts.
Cultural / Context information for the jury
Australia Post is Australia’s national postage service. In 2019, it made a significant change to parcel sending. For the first time ever, the cost would be determined by one thing: the size of the parcel. If you could fit your item in a small, medium, large or extra large box, you’d pay a flat rate. Our challenge was to create a radio ad that let people know about the new sending service in a way that reflected how simple it was.
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