We've just produced some radio commercials for the delightful Fentimans. I do like radio as a medium, because it's very pure - it exposes everything - tone of voice, writing, etc. You can't hide behind natty art direction or an interesting film technique in radio.
Anyway, this is the first time that Fentimans have been on the radio, so finding their voice and style was a good challenge. We wanted to communicate some good, tangible information about the unique way that the drinks are made and what they taste like, but at the same time, give people a feel for Fentimans. And importantly, we wanted to make something that stood out from the usual anarchy and wall-of-noise that is the radio commercial break. You, our fine reader, can listen to them here first...