Shapam – 95.5FM: Don't kill yourself over craft

Don't kill yourself over craft. Rise to glory through radio.

A print ad that wins an award at the Cannes Lions or gets published by Luerzers Archive Magazine is every creative team’s wet dream. However, the competition becomes more challenging every year. To promote radio advertising, we created an ad reminding creative teams to stop investing all their time and energy on super-complicated craft. After all, fame and glory can just as easily come from creative radio spots.

Advertising Agency: Y&R Israel
Chief Creative Officer: Benni Bronski
Creative Directors: Dror Nachumi, Gil Aviyam
Art Director: Arbel Berman
Copywriter: Oz Frenkel
Executive Client Director: Tal Fishbain
Account Supervisor: Adi Sharon
‏Account Manager: Ortal Dudu
Planning: Ilil Yahav
Producers: Shira Robas, Lirona Spivak

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alausa's picture
1414 pencils

Valid point, but a radio Lion is still no low-hanging fruit.

kleenex's picture
25588 pencils


Spanky's picture
4895 pencils

Good radio is just as hard and takes just as much craft as print, if not more so.

Also, I don't see the point of using a stereotypical/racist muslim caricature in an ad. Especially coming from an Israeli agency. Dumb on many levels.

Roger Keynes's picture
Roger Keynes
5497 pencils

Schlock value.

Will Think for Salary

Troll's picture
607 pencils

Naive approach to the industry.
Everything requires craft.
Radio is one of the hardest categories.
The fact that there's a rationale for a print ad shows how weak it is.

chihirokiss's picture
74 pencils

er... wtfudge? seems like this ad is lacking something, IMO i guess... /shrugs~

whcgonzo's picture
76 pencils

That's a fail and confusing.

thedesignaddict's picture
5329 pencils

Wow, this is unbelievably tasteless.

tazyboy's picture
777 pencils


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