Sep 2016 20

As the summer winds down, here’s some 2nd round radio work for Mastermind Toys. 

Previously on ‘The Sporadic Creative Output of Fuji Tamale Inc.’, the company was working with venerable toy retailer Mastermind Toys on an ongoing radio campaign for them.

We began in April with some strategic thinking and campaign conceptualizing. Then, moved on to to the writing, music direction, casting, and audio directing of the session (some spots from that round can be found here). Hard to say what the ‘sales results’ have been, but customers have been coming into the stores mentioning they remember the spots – without being asked. So hey, if ‘Attention’ is the first ‘A’ of the 5 ‘A’s of advertising, we’re on the radar.

No, I do not remember what the other 4 ‘A’s are.

In any case, onto Round 2, where we focused more on Summer Birthday Parties and Back to School. For the latter, Mastermind Toys isn’t really a ‘traditional’ top of mind back to school destination, so we took a different strategic approach.

Mastermind Toys had never done any broadcast advertising before and with 9 spots so far this summer, we’re slowly building a radio ‘branding’ foundation for them. Ongoing Brand Pillars: Thoughtful Toys, Selection, Staff, Fun. Thanks goes out to our clients Anne Baston and Nicki Kommit.

Production was again at TA2 Sound and Music’s lovely East studios. Our Producer was the organized and thorough freelance producer Kristina Loschiavo. Audio Engineering by the magic fingers of Vlad Nikolic. Catchy jingle written for Mastermind and Fuji Tamale by TA2.

‘No Nonsense Year’ :30

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‘Shopping for Georgia’ :30

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‘Blossom and Grow’ :30

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Copywriter: Andrew Bradley
Producer: Kristina Loschiavo
Audio Engineer: Vlad Nikolic
TA2 Exec Producer: Dana Gadsden
Director: Andrew Bradley
Agency: Fuji Tamale Inc.

Aired August, September 2016