Anytime a writer takes a spot into the studio, and the talent makes it better, they tend to use that talent again, Baskin explains. The talent brings a lot to it, and if they don t, it s the death of the spot. In some cases, writers may be thinking about a favorite spot prior to casting and subconsciously reach out to the talent on the commercial. That s usually a safe road, but it s a well worn path that many creatives follow. Says Getner, You ll never get heat because you ve used somebody who is good and proven versus going out on a limb and saying, We ve never heard this voice before, let s take a chance.
Nobody really wants to take a chance.
Maybe the creative wants to take a chance, but the client gets nervous, saying they have never used the person before. Indeed, clients might be the reason why a radio spot doesn t work. Creatives say they often have to educate their clients on radio, ending misconceptions they have about the medium. However, there s an expectation level that it can do what television can, but, the creatives have to explain it s a very different medium, treated differently by consumers and heard in an environment where it doesn t command the consumer s attention. Sometimes, these lessons are not always well received by the client.