8 Radio Advertisement Script Examples

radio advertisement

Marketers always seem ready to hail the death of an old medium. For instance, how many headlines have you seen heralding the death of print media, or the death of email?

The same thing is true if you want to write a radio advertisement. You may be greeted with scorn—who listens to the radio anymore?

Turns out, quite a lot of people do! Everyone hasn’t turned to streaming services for their favorite car ride jams. 

That’s why high-quality radio advertisement scripts are so important. You need something that sticks in the listener’s brain. However, you want to make sure your ad isn’t cheesy or annoying—that could ensure your listener will remember you for all the wrong reasons! 

1. Make it Empathetic 

There are a few tenets of copywriting that make a good radio advertisement script. We’ve all heard it said—people won’t remember what you do. Instead, they’ll remember how you made them feel.

The same is true for radio advertisements. When crafting copy for a radio ad script, you’re working at an automatic disadvantage. When someone’s driving, they can’t stop to scribble down your company name. 

They can’t take notes on their phone or Google you immediately. You’re relying on their memory. 

What does that mean for you? Your radio ad script has to make them feel something. 

Take this example, for instance. “My child was diagnosed with brain cancer. Thanks to generous donations made to Shriner’s Hospital, she gets to start school today.” 

No one likes to picture a child with brain cancer. It’s horrible for anyone, but especially for someone so young. You’re likely to remember that ad, even if you don’t know anyone with brain cancer, or have never heard of Shriner’s.

2. Keep It Simple 

As mentioned above, you’re working with a time crunch. You’re paying for every second of air time that you get, and you need to cram your message into a short time slot. 

This requires crystal-clear messaging. There’s no room for fluff or vague verbiage. Picture this example. 

“If you’re craving that childhood nostalgia with a fun fall flavor, stop by our San Francisco location on 25th and Elm, and pick up a pumpkin pie for 25% during the month of October. 

There’s no room for confusion. The product being sold, the location, and the duration of the offer are clear. This ensures that people know exactly what they have to do. This leads to our next tip, which is clarifying the CTA.

3. Polish Your CTA 

People need a few pieces of information to take action on an offer. They need to know what the offer is, why it matters/why it’s such a good deal, and how to access this deal. 

That’s why the voice on the radio tends to repeat links, phone numbers, and addresses more than once. It’s a way to clarify the CTA and make it settle in your brain so you can look it up later. 

Make sure your CTA is as clear as possible. In the above example, the example could be trimmed. “Want a pumpkin pie for 25% off? Stop by our San Francisco location during the month of October.” 

This streamlined option helps people remember the facts, and nothing else.

4. Pick the Mood 

Do you have music playing in the background? What tone does the announcer take when reading your radio ad script? What is the verbiage?

Marketing is all about making people feel a certain way. Manipulating their emotions to a certain end is what advertising is all about. 

When writing your radio advertisement, it’s not enough to just make people feel something. You need to know what mood you’re aiming for

For instance, if you write an ad for Christmas decorations, you may want to use nostalgic music and slower speech. Many people hate the rushed commercialism that Christmas centers around, and taking the alternate approach will help you stand out. 

“Making memories with the kids is what the holidays are all about. Stop by with your little one to check out our sled sale.” 

This type of verbiage evokes nostalgia, puts the focus on family, and sets a peaceful mood that may work amid the rush of holiday advertising. 

5. Avoid Boilerplate 

At this point, listeners have heard it all. They see millions of advertisements in a given year. From their Instagram feed to TV commercials, they have layers upon layers of marketing jargon packed into their brains. 

This means they can spot fake boilerplate from a mile away. Our brains are so used to the patterns of advertising jargon that your advertisement will slip through the cracks if it’s not unique. It will just become more white noise within the brain. 

That’s not what you want. Take the time to work through many iterations of your radio ad script. Use all the tools in the English language, such as alliteration, repetition, and onomatopoeia, to make your words stick. 

Here’s an example: “Struggling to get home for the holidays? Our cheap flights get you home while giving your wallet a break.” 

This version is more creative than another iteration, which might read like: “Looking for flights? Visit us online.” That terminology could apply to any airline these days.

6. Tell A Story 

When you’re looking at radio ad script examples, you may think there’s no room for storytelling. A radio advertisement is bare-bones copy, without time for much more. 

However, humans are hardwired to pay attention to stories. Remember the above example, about donating to Shriner’s to help children with brain cancer? That was a two-sentence story. 

It has all the primary elements of a story. There’s tragedy and an inciting incident of a child developing brain cancer. There’s an implied problem–a lack of affordable healthcare. There’s a challenge–finding healthcare for a child with brain cancer.

The solution is donations and the kindness of Shriner’s hospital. And the happy ending is a child growing up to do normal activities, like ride a bike or go to school.

Here’s another example with an extended story. “At Shriner’s Hospital, we take care of anyone who needs it. One of our patients, Jane Doe, needed help when she received a diagnosis for Scheuermann’s kyphosis. Her parents couldn’t afford treatment, but she needed help. Shriner’s stepped in—and now Jane is able to move pain-free.”

This provides a very brief storyline for the listener’s brain to follow.

7. Embrace the Jingle 

Radio jingles often get a bad rap. It’s because they’re usually cheesy and inherently easy to make fun of. 

These days, a radio jingle can turn into a viral meme within a day. That’s a lot of pressure when you’re sitting down to write a jingle!

Focus on the mood you’re going for, and take the time to listen to other jingles. How do they sound, and how does that sound change depending on the demographic they’re trying to target?

If you’re trying to sell your product to teenagers, try to evoke the sounds of what they’re listening to anyway. Of course, you should never plagiarize or try to sound like another artist!

You’re not trying to sound like Taylor Swift, or Billie Eilish, or any other global superstar. You’re trying to nail the same emotion they capture in their songs if that’s what your target demographic is listening to.

When writing a jingle, you should also know that you aren’t writing an opera. This is not the place for grand emotion or musical swells. 

Instead, you should embrace the nature of the genre. Go with cheesy alliteration and fun verbiage. That’s what makes it a jingle! 

Repetition is also a big part of the jingle. That’s what makes it an earworm that sticks in people’s minds, even when they would rather it didn’t. 

“Just keep running and running and running …  ” Did you recognize the similarities to the Energizer Bunny jingle? This iteration is a callback to a famous jingle, but unique enough to fit an ad for a pair of running shoes, for instance. 

8. Utilize Customer Testimonials 

Like we’ve emphasized before in these radio ad script examples, this is precious little time to waste. You won’t be able to read full testimonials on-air, in most cases. And you won’t want to waste your air time like that either. 

Instead, make references. “We’ve received five thousand five star reviews in the past ten years.” This type of track record should always be included in any radio ad that wants to establish your credibility as a company. 

Writing A Radio Advertisement

As evidenced in these radio advertisement examples, a lot of time and effort goes into a simple radio ad script! However, when the calls, purchases, and visits start rolling in, all that effort will eventually pay off. 

If you want help with voiceovers, radio ad production, jingle production, or other production elements, we can help! Contact us today. We’re excited to get started on your project. 

Top 10 Catchy and Creative Radio Jingles

radio jingles

If the saying “I’m lovin’ it” feels familiar and reminds you of McDonald’s, it’s because an effective radio ad worked its magic on you. 

Radio jingles have been used since 1926 when Wheaties cereal recognized the mass potential of radio advertising. They aired the first-ever radio jingle and ever since then radio advertisement has often relied on catchy, can’t-miss-them songs. 

Radio ads have relied on this method for a few different reasons. Radio songs and jingles help listeners remember a brand name and set the tone for the company. 

They also engage customers and help create a specific mood that customers associate with the brand, even years later. 

Even if a product is not something a customer would normally use, they will still remember that product’s advertising jingle. They may even sing it or bring it up in conversation with others. 

If a company has the money they may even shell out big money for famous singers and actors to be part of their campaign, which only boosts sales and spreads their popularity. 

For that reason, radio jingles are a permanent part of our culture. Read on to learn about the top 10 jingles that have resonated with audiences over the years. 

1. Nationwide 

This jingle is at the top of the list for good reason. Nationwide insurance first premiered their famous “nationwide is on your side” jingle in 1965 and it has resonated with audiences ever since. 

The jingle tells customers that they can trust their brand and that they will be taken care of. The tone of the voice singing is also reassuring, comforting, and everything a customer would want to feel from an insurance company. 

The jingle is still so popular today that the company continues to use it. Most recently sultry, popular singer Jill Scott covered the jingle to give the tune a modern feel. It has certainly come a long way since the first version of the jingle. 

2. McDonald’s

“Ba da ba ba baaa, I’m lovin it!”

This jingle is so catchy that most people everywhere would be able to recognize it. That’s because McDonald’s launched this ad worldwide and translated it into 11 different languages. 

Part of this was because famous pop star Justin Timberlake was tied to the song. The singer, who originally rose to fame with the pop group NSYNC, could be heard crooning the jingle during both television and radio commercials.

McDonald’s spent the money to take the ad as far as it could go and it showed. The jingle could be heard everywhere you went, whether it was on television, the radio, or showing as an ad at an event or sports game.  

McDonald’s eventually registered “I’m lovin’ it” as a trademark and continue to use the slogan to this day. It’s still the longest-running campaign in McDonald’s history. 

3. Ricola

Hearing the drawn-out “Riiiiiicolaaaaaaa” probably brings to mind the scenery of a swiss hillside. That’s because this jingle’s campaign was as effective on television as it was on the radio. 

The cough drop company first used this ad campaign in Germany and Switzerland in 1993 and it was so popular that they eventually released it in other countries. This led to a huge increase in brand awareness that was ultimately quite profitable. 

The television commercial often featured a yodeler, mountainous hills, and people coughing followed by popping a Ricola into their mouth. The iconic jingle is used in their advertising to this day.

4. Rice Krispies 

This popular jingle remains as effective as it ever was, even today. 

It’s so popular that in 2020 Kellog’s released a full-length single featuring the three Rice Krispy elf mascots singing a modern pop version of the song. This song is even available on Spotify! 

The song also got a very rock and roll makeover by the world-famous rock band The Rolling Stones a few years before they became a household name.

Then-bandmember Brian Jones wrote the tune and it was their take on the famous “Snap! Crackle! Pop! Rice Krispies!” lyrics with an edgier twist. 

5. Lucky Charms

Lucky Charms has always run a popular ad campaign for plenty of reasons, but it was their “They’re magically delicious!” slogan that has stuck in people’s memories for years. 

Lucky Charms has always created effective television commercials featuring their leprechaun mascot, Lucky, as he tries to protect his precious bowl of cereal from the kids trying to eat it. 

Their advertising was so successful that it’s recognizable beyond just the main catchphrase.

Many people can recognize the part of the ad that details the eight different marshmallow shapes and colors in the cereal as well. The jingle behind the words is lighthearted and mimics the sound often heard in daytime cartoons for kids. 

6. Spaghetti-O’s

This very popular jingle was loosely based on a 1950s love song by Jimmie Rodgers, “Uh-Oh I’m Falling In Love Again.”

The Spaghetti-O’s jingle is so memorable that it became a regular part of American vernacular that had nothing to do with canned food and is sometimes still heard today.

Locked your keys in your car? Maybe you managed to spill water all over your paperwork. Your first response might have been to say, “Uh oh, spaghetti-o’s.”

This slogan boosted sales for the company and it is still one of the most-bought canned foods today. 

7. State Farm

State Farm Insurance has run such a competitive and brilliant ad campaign for years now that nearly anyone would be able to place where the ad came from if they heard it. 

Their jingle slogan, “Like a good neighbor, State Farm is there,” is not only memorable because of the words, but the actual music underneath the lyrics is catchy and rhythmic. The music on its own makes listeners want to hum and repeat it. 

When they employed actor J.K. Simmons to read the slogan during television and radio commercials it permanently cemented itself into cultural history. 

State Farm used this slogan from 1971 until they retired it in 2016, but it remains as memorable as ever. 

The words of the slogan successfully painted the exact right picture; a company that would watch out for them, as a neighbor might. 

For all these reasons, State Farm’s jingle remains one of the most memorable jingles of all time. 

8. Campbell’s

If you were born after 1930, chances are you grew up hearing the all-too-familiar “Mm-Mm, good, mm-mm good” jingle all about soup. 

The television commercial featuring this jingle often aired during after-school hours to ensure that kids would be able to see it and, in turn, ask mom to buy the Campbell’s soup next time she made a trip to the grocery store. It also played on the radio. 

This jingle was catchy enough that Campbell’s revived it in the early 2000s when sales were dropping. The jingle carries a certain nostalgia that connects with customers even in a day and age where canned soup isn’t as popular as it once was. 

9. Kit Kat

Kit Kat hit it big when they released their famous jingle in 1986. This iconic jingle almost compels listeners to finish the lyrics themselves when they hear it because it’s so catchy. 

In a strange turn of events, this jingle was not meant to be the original choice for Kit Kat’s advertisements. It was a “throwaway piece” according to the song’s composer, Michael A. Levine.  

As the story goes, the ad agency for Kit Kat presented this now-famous jingle as a secret “no” option because they couldn’t present just one song to their client. The jingle audiences all know and love now was never supposed to be famous the way it is today. 

But, luckily for Kit Kat, it ended up working out big for the company anyway! 

10. Toys R Us

The Toys R Us ad campaign is brilliant in that not only did it employ the use of a hard-to-forget jingle, but it was targeted at impressionable and receptive kids. 

The melodic “I don’t wanna grow up, I’m a Toys R Us kid” jingle was heard everywhere in the 1980s and 1990s whether it was on television or the radio. 

The company managed to make being a “Toys R Us kid” synonymous with being a kid lucky enough to get toys from their parents.

Every child wants toys and every child wants the same toys their friends have or better ones than their friends have. The jingle created a sense of being in an exclusive toy club.

While Toys R Us eventually closed all its retail stores in 2018, their iconic jingle remains one of the most popular in culture to this day.

Create Radio Jingles for Your Business Today 

After reading all about radio jingles, it should be clear why a memorable marketing strategy is so effective. 

Creating a catchy jingle, video, or other forms of advertising can make or break a business. If you’re looking to create a catchy campaign for your business and have ever wondered “how much does a radio ad cost?” Killer Spots Agency has answers for you.

Browse through their advertising services and find out about the many ways that you can boost your business today.