Pacific Gas & Electric
Pandora Radio Spot, Accompanying Display Ad
The client needed to advertise its low income programs to Hispanic/Latino communities in quick targeted Pandora ads. We were required to use their existing recording from in-house personality Carmen de la Paz, in addition to new creative that explained the programs clearly. These had to be easy to translate into Spanish, too, as both English and in-language versions were being created.
Starting with amiddle chunk that took up nearly half the :60 spot's time, I wrote around it in a casual, warm voice reminiscent of one's local DJ. He introduced Carmen, and then commented on and explained the programs clearly afterwards, with relatable examples that would be in listener's own homes. I also wrote very light copy for the accompanying Pandora display ads that drilled to and reinforced the core benefit immediately with a simple CTA.