"There’s no history of art without borrowing, appropriation, and in some cases theft." I stole this quote from a Washington Post story published in 2015. My editorial burglary was committed to help Maine small business owners who struggle to create commercials to fill their advertising schedules on Portland radio stations.
Often the source of the struggle is a misguided quest of originality. But according to the 20th century abstract artist Darby Barnnard, "Originality is way overrated. To make, you need to take. All great artists do."
Barnard is supported by author and Nobel Prize nominee William Randolph Inge who said, "Originality is undetected plagiarism." A thought he expropriated from Voltaire who offered, "Originality is nothing but judicious imitation. The most original writers borrowed from one another."
The fine art of borrowing from the works of others seem to be at the core of great art and great thinking. From Picasso who once said, ""Good artists copy, great artists steal" to Laurence J. Peter (of Peter Principal fame) who believes, "Originality is the fine of art of remembering what you hear but not where you heard it."
Apparently, the greats have no problem helping themselves to the work of others. Then why should Maine small business owners fret and sweat over creating an original commercial when there are millions of great works to borrow from.
A Very Wide World of Spots
I am constantly scanning the globe for great radio commercials that are engaging, compelling, inspiring, and, most importantly, borrow-worthy. Here are 5 effective radio ads from lands that are a safe borrowing distance away from Portland. So, Maine small business owners: help yourself.
1. Belo Delo Clinical Strength: A deodorant ad that doesn't stink. (Philippines)
In a hot, humid and crowded tropical country like the Philippines, body odor is definitely an issue. Deodorants need to work overtime or else. That's why Belo Men produced Dentsu Jayme Syfu Manila relaunched its line of deodorants that promises long-lasting 48 hour protection. Click To Hear.
2. Goldilocks Personal Safes: Making the commercial disclaimer the star. (India)
Goldilocks is a personal locker for your daily valuables like car keys, earrings, wallet etc. You can keep this locker at home. The radio ads highlight the hazards of not keeping your daily valuables in a Goldilocks. Produced by JWT Mumbai. Click To Hear.
3. Prudential Investment Managers: The opposite of a no brainer. (South Africa)
Too often our decisions are ruled by our emotions, which can lead to some undesirable results. But at Prudential Investment Managers, they apply an objective lens to decision-making and consistently keep doing the right things right. Produced by MullenLowe, South Africa. Click To Hear.
4. Persil Power Gel: A radio spot about spots that inspire. (Dubai)
With Persil Power Gel by your side, the sight of stains on your clothes don't weigh you down anymore. To the contrary stains now trigger positive thoughts in your head. They inspire you to do things that make your life more meaningful and rewarding. Produced by DDB Dubai. Click to Hear.
5. Human Rights Watch: Telling a world-changing story with hashtags. (Canada)
This commercial produced by, Canada shows how something as simple as Tweeting can help put a stop to a global issue. In this case, people Tweeted Prime Minister Justin Trudeau to sign the Safe Schools Declaration, and he did. This action has put an official halt to militaries using schools in war-torn countries as a base of operations, thus alleviating schoolchildren as targets. Click to Hear.
More Advice For Maine Small Business Owners
- Star Power Works For Maine Businesses Advertising On Portland Radio
- Is Anyone Still Listening To Portland Radio?
- Maine Business Owners Reach Most Desired Consumers on Portland Radio
- Maine Small Business Owners Ask: Is Portland Radio Still Relevant?
- Portland Radio Dominates The Dashboards of Maine Consumers
HEAR HOW YOUR MAINE BUSINESS WILL SOUND ON PORTLAND RADIO