TOYOTA
“You really need a car.”
”’I need a car?’ I have one. I live in Los Angeles.”
”No, what I’m saying is, if anyone’s gonna take you seriously in LA, you’d better have car creative.”
”Is that really a thing?”
”Absolutely, yes.”
So, okay. Y’get a car. But now you’ve gotta somehow make retail engaging. That’s the tricky part. And when it comes to retail, I approach it exactly as I do branding: You either write spots that make people lean in to turn up the volume or you’ll write spots that make them lean in to change the station. I aim for the latter.
Radio
I have a thing about radio. It’s usually overlooked and undervalued which, I believe, is the logic of a crazy person. Radio is magic. Plus, it costs me waaaaayyyyy less to go to Egypt on the radio than it does on TV. Radio’s the greatest opportunity of theater of the mind available to us. I say? Take advantage of it.