'Phone It In' for SKINNY from Colenso BBDO

Summary

This humorous ad script for Skinny Mobile features a narrator who records a radio ad for free using their phone in a quirky location. The narrator acknowledges the unusual circumstances, including the fact that they're not being paid, but humorously embraces the experience. Skinny Mobile is presented as a low-cost, high-value service with a playful tone, emphasizing its affordability and wide-reaching network. The ad plays on the idea that anyone can participate, with the narrator's 'incredible voice' humorously given away for free, further highlighting Skinny's value-driven approach.

Takeaways

• 📞 The script involves recording a radio ad by calling a number and reading a script from a poster.
• 🎯 The goal of the ad is to keep prices low, with a focus on affordability.
• 🎬 The script mentions the placement of ads near a theater, on a billboard, and on the front page of a newspaper in Central City.
• 🎙️ The narrator finds humor in the idea of recording the ad for free, yet enjoys the chance to be on the radio.
• 😲 The narrator would have previously thought it was crazy to record an ad for free in a car park.
• 💰 The ad emphasizes Skinny's low prices and incredible mobile network, making it appealing despite the unconventional approach.
• 🏙️ The narrator is in a questionable part of town, making questionable decisions but stands by Skinny's great deals.
• 🔍 The process feels like a treasure hunt, though there's no actual treasure since participants aren't paid.
• 🎤 Skinny's ad capitalizes on using free, non-celebrity voices, like the narrator's, to promote their brand.
• 😆 The narrator expresses a mix of humor and self-awareness, acknowledging they might be taken advantage of, but still praises Skinny's services.

Q & A

What is the main theme of the radio ad?

The main theme of the radio ad is promoting Skinny's low prices and encouraging people to record ads for the company for free, highlighting the brand's affordability and unique advertising approach.

What does the speaker do to participate in the ad campaign?

The speaker participates in the ad campaign by calling a number and recording a script from a poster to a voicemail, without being paid for it.

Where are the radio ad scripts placed for people to find?

The radio ad scripts are placed near a theater, on a Central City billboard, and on the front page of a newspaper.

How does the speaker feel about giving away their voice for free?

The speaker acknowledges that some might think they're foolish for giving away their voice for free, but they don't mind because they enjoy being on the radio.

What does the speaker compare the advertising experience to?

The speaker compares the experience to a 'nationwide treasure hunt,' but jokes that there is no treasure because no one is getting paid.

What is implied about Skinny's marketing approach?

Skinny's marketing approach is unconventional, relying on ordinary people to record ads without compensation, which ties into their theme of keeping costs low.

Why does the speaker mention they are in a questionable part of town?

The speaker mentions being in a questionable part of town to emphasize the unconventional and humorous nature of their participation in recording the ad, while still promoting Skinny's low prices.

Why does the speaker mention that using their voice is better than paying for a celebrity?

The speaker humorously suggests that their voice is just as good as a celebrity's, but at no cost to Skinny, reinforcing the theme of low-cost advertising.

What is the overall tone of the ad script?

The overall tone of the ad script is lighthearted and humorous, using self-deprecating humor and playful language to engage the listener.

What message does the ad convey about Skinny’s service and pricing?

The ad conveys that Skinny offers great service with incredibly low prices, and the company is willing to use creative, cost-saving methods for advertising to maintain affordability.