Writing ad copy for a radio station was a real snort! But even more fun was producing them myself. I really dislike the "shouter" ads, and the station I was working for did quite a few of them. But I managed to get my licks in and, I think, struck a blow for our side.

The "Acme Floor Coverings" (slightly fictitious name) store usually opted for "shouters." I got assigned to write, produce, and voice an ad for them. When I read over the fact sheet for the big sale they had coming up, I noticed that, contrary to their usual somewhat cheesy merchandise, the carpets they were offering on the sale were pretty good quality stuff. Quality names in carpets. So I took an entirely different approach. I did a "prestige" ad. I emphasized the fine names of the manufacturers and the quality of the carpets. I gave it the smooth, mellow voice, with a nice piece of classical music underneath. "Good commercial," I thought. I was rather proud of it.

When it went on the air the following morning (I was board announcer at the time), Roger, the station manager, came storming into the control room and had a hissy-fit all over me. "That's not the kind of commercial Acme wants! They want high-energy spots! Whatever possessed you to do that kind of ad for them? And that music! It sounds like a goddam dirge!"

At which time the telephone rang. It was Acme Floor Coverings for Roger. Merna, the receptionist, patched it through to the control room. I figured, "I'm dead. Thank God I've updated my résumé, 'cuz it looks like I'm gonna need it."

Roger talked quietly with them for a few moments, then hung up.

"Well. . . ." he said, a bit flummoxed. "Sorry I blew up. They really liked the spot. They want you to do all their commercials from now on."

I cherish life's little triumphs!

Don Firth