The value of :60 commercials…storytelling!


Though they’ve almost become extinct, 60 second commercials have a very special opportunity that shorter commercials don’t…storytelling. Storytelling is one of the most successful marketing strategies these days. Storytelling requires a setup (tease), a payoff (offer) and a happy ending (how it makes your life simpler). The key is, every phase of the 60 second commercial is as critical as the others. Why? Because keeping a radio listeners attention for 60 seconds is hard when it’s prime content, let alone a commercial. That’s the secret…make every 60 second commercial sound like entertainment content. It’s not easy, but it’s magical when it works! Think about how many more times the client’s business can be referenced in a :60 vs. a :30 or :15. It allows for a more memorable effect. It’s a great selling point for 60 second campaigns. We can tell the story of your business benefit, AND a call to action. Storytelling works. So do 60 second commercials, if the author understands what activates the consumer.