My Radio Reel

Here’s a collection of some of my favorite executions in my favorite medium, radio.

This first one “Crickets,” is for Dunwoody, a technical school in Minneapolis that trains young people in the trades; training that will actually land them a job.

The next one down is for Norwegian Cruise Line. They wanted to tell folks that NCL docked longer at the Hawaiian Islands, giving customers more time to play.

MP3 Audio

A demonstration spot for the political coverage of the Minneapolis Star-Tribune.

MP3 Audio

Another spot for Dunwoody.

MP3 Audio

National radio spot for Miller Lite beer.

MP3 Audio

Another Miller Lite spot.

MP3 Audio

This last one uses original music. I’m always telling writers, “Dude, don’t do music” and then I go and do it. Sue me.

MP3 Audio

19 Responses to “My Radio Reel”

  1. Dave says:

    Loved the NCL spot. I got into this business because I hated radio ads and knew I could do better.

  2. Nancy Jo Austin says:

    These are really funny, but then, what else would I expect from the owner of the floppy knife?

    I like all of them, but the Dunwoody one with the original music and the one about the resume slurry made me laugh. The Miller Lite with the “custom commercial” was great. I liked the voice of the menu system. She sounded so tired!

  3. [...] chocked full of good common sense advice.  Written by Ex-Fallonite Luke Sullivan – I think his work speaks for itself.  If you are not familiar with it – again stop what you are doing and [...]

  4. dalorus says:

    shouldn’t in the personalised Miller commerical one, the singers, sing “bottle” not “can”, cos at the beginning the caller pressed 2 for bottle.. Just saying

  5. Art Halperin says:

    Really like how in the two Miller spots the audience knows exactly where they are in the first two seconds:
    “So I’m at this bar…” and “Thank you for dialing Miller Time…” Great casting!

  6. Jim says:

    The “Crickets” spot is the very reason why I fell in love with writing radio scripts. This page is like The Met of radio spots; great voice talent, great subtle humor and spectacular writing. Thanks Luke!

    • heywhipple says:

      Well, that is about the nicest thing anyone’s said all week, dude. Thank you so much. And yes, my fave thing i ever did in 32 years in the biz, the radio for Dunwoody Institute.

  7. Marion says:

    You are a god. And one of my favorite books is Hey Whipple, Squeeze This. Being a junior copywriter, we need a little inspiration and your works dares me to write great radio every time a work order is handed to me. Thanks, Luke. You rock. Hope your book becomes available here in the Philippines. Cheers!

  8. chen says:

    damn, your audio files seem to be missing. :(

  9. manez says:

    am a new kid on the block just started working in advertising a month ago with 140BBDO in cape town south africa and my mentor and chief creative officer gave me a copy of hey whipple this and have been reading it 4 the past 3 days and learning about you and the people you talk about so this is my school… thanks sir (My Lecture) lol……
    enjoying the radio spots by the way helping me with a few that am writing

  10. Kevin Endres says:

    Luke, first off, where are the spots?
    I’m looking all over the page. I know I’m old, but I can usually get myself around a web page.
    Second, I wish you’d say/do something about working in really, really tough categories. Say healthcare. And doing radio spots for, like, minimally invasive gynecological surgery.
    I know Devito has some really nice healthcare work. And Lewis.
    Your book is an inspiration, make that irritation, to my students at O’More College of Design. I like it though.

    • heywhipple says:

      Hey Kevin: Well, something must have happened to my site. Thanks for the heads up. I will get on it.
      As for how to do great work in a category not known for it? Sorry, but I can’t think of any creative magic. Fact is,
      I dont think the problem is coming up with creative stuff for, say, pharma. The trick is to sell it.
      And to sell it you need 1.) a great account and planning team and 2.) to educate the client. It is not a client’s
      fault that they don’t get creative. DThey didn’t train in it. They are mostly lawyers and MBA’s.

  11. Hamza says:

    Hi Luke,
    Wanted to bring to your attention the problem like Kevin did. Can’t see any spots linked.
    I’m a budding copywriter just starting my career. I’ve read Hey Whippple countless times and usually skim a chapter before every new project.
    I have 2 question:
    1. Do you have your portfolio published online somewhere comprehensively?

    2. Im working on a Radio campaign. I read the chapter on radio last night, I agree about jingles being overused and all. But I just listened to the mercury radio awards archives and they had a lot of winners jingles. I personally dont like jingles at all. Do u think its an easy way out? we need to put a tune into listeners’ head so they keep singing it all day? e.g. dumb ways to die?


    • heywhipple says:

      Hello Hamza: Thanks for writing.
      I happen to hate jingles.
      That is a stylistic bias.
      But I’m not the only one in the biz to think so.
      Also, remember, just because something is in an award show
      doesn’t mean it’s great and you should start doing it.

      I actually did one jingle, but it was a parody of a jingle.
      When I get the radio back up on my site, it’s in the
      MY FAVE RADIO CAMPAIGN page, a spot for Dunwoody Technical
      Institute titled “Ditch Diggers.”

      Rules in advertising can be a helpful start,
      but for every rule there is the brilliant exception.

      Best regards, Luke

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