You’ve likely heard more than a few radio ads in your lifetime. Whether you’re listening to your local radio station on your daily commute or tuning in to the news, radio ads regularly occupy space on the airwaves.
Radio advertising for sales is standard for both local and national businesses. Companies use radio ads to reach listeners in their target market, usually depending on their location, listening habits, and other demographics.
While many advertisers write off radio campaigns as a bygone advertising medium, doing so is a mistake. Radio remains a fantastic way to reach people in your target audience.
When done right, companies can use radio jingles or captivating radio commercials as part of a comprehensive marketing strategy. Contrary to popular opinion, your listener won’t switch stations unless your ad fails to entertain them.
Furthermore, radio ads are cost-effective, especially when compared with TV commercials. You can reach a vast audience through radio ads while mitigating your advertising spend.
When you choose to advertise on radio stations that are popular with your customers, you’ll find that listeners learn more about your business, service, and brand. This is particularly true if you run the ad regularly.
Let’s look at some of the top-performing radio advertisements of all time and analyze what made them truly special.
Apple’s “1984” Radio Ad
Apple’s breakout “1984” radio ad aired during the 1984 Super Bowl and is widely considered one of the best commercials of its time. Apple used “1984” to promote the Macintosh computer as the revolutionary alternative to the other famous PC maker of the time, IBM.
Apple positioned itself as a leader in the computer market, hoping to dispel concerns in the community that technology would lead to widespread control. They wanted to show that the famous novel “1984” was nothing more than a work of fiction and that computers would lead to more personal freedom, not less.
Apple’s message helped to launch the company as a significant competitor to IBM. Before the commercial, few had heard of Apple — IBM largely dominated the technology market. Apple shot to fame with the introduction of Apple’s Macintosh computer, which coincided with the Super Bowl.
Without the “1984” ad, there’s no telling whether Apple would have become the powerhouse it is today. Instead of becoming a famous, well-known organization, it could have fallen into oblivion. We might never have been introduced to the iPhone, iMac, or other Apple products we use every day.
McDonald’s “I’m Lovin’ It” Radio Ad
No one can forget McDonald’s trademark jingle from the company’s “I’m Lovin’ It” radio ads. Each ad described one of McDonald’s favorite fast food items, including the juicy Big Mac and warm, fluffy Egg McMuffin Sandwich. Select ads featured celebrity voice talent, further adding to their attraction.
The ads tried to connect with people who might be hungry while on the road, encouraging them to pull into their local McDonald’s and enjoy a delicious meal. Most McDonald’s radio ads are 15-30 seconds in length, and their script follows a similar pattern.
The end of each McDonald’s radio ad contains the catchy “ba da ba ba ba” tune, followed by a voice saying, “I’m lovin’ it.”
McDonald’s regularly airs its radio ads on all radio stations, ensuring that they reach many different audiences and demographics. The tune to the “I’m Lovin’ It” radio campaign is quite catchy, which helped listeners pick it up quickly.
Volkswagen’s “Think Small” Radio Ad
The muscle car movement hit peak popularity during the 50s and 60s, and formidable cars like the Ford Mustang and the Plymouth Barracuda were everywhere. Vehicle manufacturers encouraged consumers to buy large, fast automobiles — the bigger, the better.
Volkswagen burst onto the scene in 1959 with the Volkswagen Beetle. The Beetle was everything the muscle cars weren’t. They were compact, quirky, and much cheaper to fuel and maintain.
Volkswagen ran its “Think Small” radio commercial ads to compete in a muscle car environment. The ads used the “Think Small” slogan to promote values like minimalism and fun. They were the alternative to the excess of the muscle car movement and sought to attract new customers interested in a contrary way of thinking.
The “Think Small” radio advertising commercials made the previously unknown Volkswagen a fixture in the auto industry. People flocked to buy the inexpensive cars that became synonymous with the 1960s “flower power” trend.
Nike’s “Just Do It” Radio Ad
Nike’s first ad using the “Just Do It” slogan aired in 1988. It depicted an 80-year-old man who runs multiple miles every morning, and it ended with a comedic twist. The man alludes to people asking how he stopped his teeth from chattering during his runs. He smiles and says, “I leave them in the locker.”
The Nike “Just Do It” radio campaign is still strong nearly forty years later. The ads feature inspirational stories of people overcoming the odds to accomplish their athletic and personal goals in spite of their circumstances. At the end of each radio ad, a voice declares, “just do it.”
You’ll find Nike’s “Just Do It” ads on nearly every advertising medium, including TV advertising, radio sponsorships, and social media posts. Some use the same spot to show off Nike’s various products, including athletic shoes and clothing.
Nike’s “Just Do It” campaign made the company famous for sports gear, inspiring countless people to achieve their goals, no matter how lofty they seem. Not bad for such a simple message!
Burger King’s “Have It Your Way” Radio Ad
Burger King set itself apart in the ultra-competitive fast food market by allowing customers to customize their orders to meet their tastes. In 1974, they aired the first “Have It Your Way” commercials, which were set to a playful radio jingle.
The song encouraged listeners to place their orders according to their preferences. “Hold the pickles, hold the lettuce, special orders don’t upset us,” the song gloats. “Have it your way at Burger King!”
Nearly 50 years later, Burger King’s “Have It Your Way” radio campaigns are still running. The company prides itself on serving customers burgers made from fresh beef, with only the ingredients they prefer. You’ll often hear their radio jingle whenever you turn on your favorite radio station.
Folgers’ “The Best Part of Waking Up” Radio Ad
Folgers, the distributors of those oversized cans of instant coffee that are a staple of many kitchen pantries, created an impactful radio ad that was frequently heard on the radio and television throughout the 80s and 90s.
The original ad opens with a family starting their day with a cup of Folgers coffee. After the morning events, a voice track sings the jingle, “The best part of waking up is Folgers in your cup!”
Folgers’ iconic musical slogan started in the 1980s and is still a regular player in the advertising space more than four decades later. Since the jingle’s debut, there have been many iterations, including performances by Aretha Franklin and Randy Travis.
With the slogan, Folgers sought to create a unique song that captured customers’ attention and associated their coffee with starting the day in listeners’ minds. The longevity and popularity of the jingle confirm its enduring success.
Meow Mix’s “Meow Meow Meow Meow” Radio Ad
Meow Mix’s memorable radio ad consists entirely of a cat singing the word “Meow” repeatedly in a cheerful tune. Once you hear the song, you can’t unhear it. It promotes the Meow Mix cat food brand to feline owners everywhere.
Toward the end of the commercial, the company explains that its cat food includes a seafood taste that’s “So good, cats ask for it by name… Meow!”
The Meow Mix radio ad and TV commercial aired in 1974 and continued for nearly 50 years. Meow Mix credits the commercial with making the company a household name.
Toys “R” Us Radio Ad
Toys “R” Us rocketed to fame in the 1980s with its catchy tune, “I Don’t Want to Grow Up, I’m A Toys ‘R’ Us Kid.” The song spoke to children everywhere, boasting the stores’ enormous selection of playthings for kids of all ages, “from bikes to trains to video games.”
The jingle ended with the unforgettable line, “I don’t want to grow up, ’cause maybe if I did, I wouldn’t be a Toys ‘R’ Us kid.”
The company aired its commercials on television and radio stations everywhere, seeking to reach a nationwide audience of children begging their parents to take them to toy shopping. Years later, the Toys “R” Us ad still holds a special place in our memories.
Purchasing Radio Advertisement for Your Business
Ads for radio stations can undoubtedly increase awareness of your business, especially if you incorporate a memorable, quality jingle or message that connects with your customers.
Jungle Communications will take your business to the next level with radio, ensuring that you get a quality radio commercial that favorably reflects your business and brand.
Discover the benefits of purchasing radio spots for advertising with Jungle Communications and don’t forget to book your free consultation to get started today.