Ralph van Dijk Cannes Diary: Day Two

Ralph van Dijk, founding creative director of Eardrum, Sydney is president of the Cannes Lions Radio jury. van Dijk, along with most of the Australian and NZ jurors, is reporting exclusively for Campaign Brief.

Day 2 From The Radio Roof: Aids, drink-driving, speeding and wife beating has never sounded better. Yes folks, it’s Public Service day. The category in which many of this year’s gems will be found. Regular advertisers could learn a thing or two from this category as the examples really demonstrate radio’s ability to get alongside the listener and tap into their emotions.

There was certainly a more optimistic mood amongst the jurors, especially when we got to he ‘Best Use of Radio category. It demonstrates what can be achieved outside the adbreak. There are so many opportunities for brands to seamlessly integrate (i.e. not in a Tom Waterhouse way) on radio and I feel we’re still just scratching the surface.

But radio’s bread and butter is still the 30 second ad, and any tightly written, entertaining, well executed example really stands out. Sixty second ads may seem like the holy grail, but you’re doubling the potential for the listener (and judge) to zone out.

Popped along to the opening of the Game Changer exhibition tonight. Six decades of campaigns that have changed the landscape of advertising forever. It seems they’re still waiting for a game changing radio campaign.

Back tomorrow.

Ralph