Audio & Radio > Radio
WHY WAIT?
NAGA DDB MALAYSIA, Selangor / MPH BOOKSTORES / 2009
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How do you make Self-Help sound less like ‘You need help, loser’ and more like ‘Be all you can be’?Brief: Promote the self-help department without using the usual eye-rolling approaches which range from accusatory ('You have a problem! Admit it! Fix it!’) to the condescending (‘Even Idiots/Dummies can do it.’).Solution: Self-help is part motivational talk, part DIY manual. But we wanted to stay away from the sort of molly-coddling, psycho-babble Dr Phil types peddle. So we recorded a radio campaign centering on Cavemen, who embodied the no-nonsense, seize-the-day attitude of self-improvement. Essentially if you want to get help, ‘Why wait?’
ScriptInEnglish
MVO1: Cavemen. Big, uncivilised brutes with poor personal hygiene. But they were adventurous. They tried stuff.
Take food. Nothing was too scaly or had too many legs to put into your mouth. If you were alive the next day, it was food.Most creatures run when white lightning shoots down from the sky and sets a tree ablaze. But not Cavemen.They went and stuck their hand in it, simultaneously inventing two things:One, cooking.Two, the F-word when they felt their flesh burn and they shouted 'Oh Ffffire!'Bungee jumping?White water rafting?That puffy Japanese fish that can kill you if you cook it wrong?MVO2: Waiter, I think I'm dying...MVO1: If you’re waiting to try these things, don’t. Waiting is for men who aren’t, well, men.Get more courage-building, ego-boosting advice.
Self-help your...self at MPH Bookstores.SFX: Burning; caveman yelping
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