I now drive to work…

April 6, 2010

The car I should be driving (I work on the Renault account)

Exciting news, I know.

This development probably merits 16 or 17 separate blog entries to do it any justice, but for the moment lets try to channel and direct the immense interest and excitement that’s just been generated by this revelation to one topic: radio.  I now listen to the radio for 30-40 minutes a day as I rattle along the mean streets of South Dublin in my deceptively spacious and beautifully styled Fiat Grande Punto (first €5k in used 20s secures).  ‘Grande’ means ‘big’ in Italian, by the way.

Yes, radio.  This is not the time or place for a ‘creative Ireland’ style rant about poor ads… I’m going to go the other way with this and call for contributions to the ‘so bad they’re actually good’ radio ad category.  A cheerful angle on the appalling creative standards in Irish radio advertising.  Think Dennis Hickie’s TV gem for Wavin Piping, on radio, if you will.  Let me get the ball rolling with the ad currently airing for ‘Howl At The Moon’ bar/club on Leeson Street.  Anyone else heard that beaut? 

I’m focusing on the hilariously bad variety, because they make up an entertaining 5% of radio ads out there.  There’s also the 5% of decent ads at the opposite end of the scale which are for another time and place.  And then there’s the soul destroying, damaging-to-the-medium-itself, 90% of bland, boring ads that don’t merit any consideration whatsoever.  See my informative picto-graph (am learning from your previous post Neasa 😉 https://theinfluentials.wordpress.com/2010/02/07/a-picture-paints-a-thousand-numbers/):

informative, visually exciting and Easter themed...

How many depressing egg puns did we all hear over Easter?  National Lottery, I’m looking at you…

This is by way of a circuitous route to the point of my blogpost – listening to the radio in the car.  I have one of those MP3 player mini-radio transmitters that allow you to listen to your ipod in the car, but it’s a bit of hassle.  30% of radio listenership is ‘in-car’ and that figure is higher again for the valuable business market.  So never mind integrated music docking systems, which are already becoming mainstream – wait ‘til the car gets fully connected.  Radio is going to have to evolve hugely or really suffer.  This is the future in-car experience: http://www-lte.alcatel-lucent.com/#/home/video/29 

Aside from the really creepy glassy-eyed man driving the car (why is it the man always driving?), how scary is that future and is radio ready for it?

John.

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