A Radio Case Study
Sometime in the mid-nineties, when Arnold Worldwide in Boston created the "Drivers Wanted" campaign for Volkswagen, car advertising and perhaps advertising in general was changed forever.
Television executions like "Sunday Afternoon (Da Da Da)," "The Boy in the Bubble," "Squares," "Big Day," "Mr. Roboto" and my personal all-time favorite, "Milky Way (Pink Moon)," were fresh, smart, witty, charming, clever and as then CCO Ron Lawner put it, "wrapped with a sense of uniqueness, fun and humanity." They connected the joys of driving to the joys of life. The productions were flawless, the use of music was perfect, and sales rose every year.
The radio spots created for Volkswagen during that time were no less impressive. Bart Radio had the supreme good fortune of producing hundreds of them. We cut our teeth with some of the most talented creatives of our generation. Like the now iconic television and print ads, the award winning radio spots we produced are often daring and boldly disparate. The work is as smart and non-conformist as the VW drivers they spoke to and done with, dare I say, humility. An idea that will never sound old. Here are some of our favorites.