Radio ad performed live on air – video

The RAB in South Africa, together with creative agency Black River FC have just aired a live commercial.

The idea is part of an RAB campaign to help promote effective radio advertising called “On the Spot“.

Johannesburg’s hit music station Highveld Stereo 94.7 FM agreed to host the initiative and listeners sent in briefs for the spot in 140 characters via Twitter.

The team was given thirty minutes to script and perform a radio commercial live.

The video shows what happened live on air.

Earshot says

This idea led to positive outcomes for all: the agency showed off its creative prowess, the RAB highlighted the flexibility and creativity of radio advertising, a listener got a free ad for his business and 94.7 made some fun radio for listeners.

When you walk into some agencies you get the impression that radio is well down their list of priorities. Black River FC has shown here that they enjoy making creative radio and know how to get impact from the medium.