Nov 2018 20

My work with Mastermind Toys continues.

‘A Week of Fridays (Monday Offer)’ :30



First off, I’ll say that I’m lucky to continue doing projects with this client. They’re a lot of fun to write for, and I believe in the power of play for kids. We worked together on a whole holiday radio campaign, but since they’ll be rolled out one at a time between now and 2019, I’ll only share the first one for Black Friday that already ran yesterday.

Just a fun retail spot. Don’t think too hard about it. We’re selling toys, people.

In addition to having a lot of fun, I like that I get to be a Copywriter and eventually the Audio Director on the day of recording. It’s a real challenge to join together skills I’ve learned on two sides of this industry – and also nerve-wracking to know I have no one to blame if the writing or directing sucks. Thankfully, I’m a control freak.

Okay, so some behind-the-scenes production notes for any budding Copywriters and/or Audio Directors (both possibly dying industries?)…

When I wrote this one, I was nervous about attempting it. I almost talked the clients out of it myself in favour of something a bit simpler. Kids are unpredictable in the studio. You never know how far they can push it as actors. And if they’re having a bad day (or I say something dumb to send the energy off in a bad direction), then you’re in trouble to try to get a performance, or even rework the script.

To complicate matters more I decided to recommend casting two kids that didn’t even audition. Flying without a net, for sure. But… these two kids were fantastic. It turns out they really were brother and sister (a complete coincidence), and we did a lot of fun shouting and screaming in the studio to get us to a place where I thought they sounded convincing. The girl was 5 years old. Her first radio spot, and I’m surprised I didn’t freak her off acting for life with my enthusiasm. I hollered first and acted like a complete goof just to show them it was totally cool and no one was going to give them shit for it. It’s our job. Yell your heads off. We’re even getting paid to do it.

Great cast. Fun day. And thanks to Mastermind Toys for allowing me to showcase our work – which they retain the rights to, of course. : )

Copywriter: Andrew Bradley
Audio Production: TA2 Sound & Music (Dave Clarke)
Audio Director: Andrew Bradley
Client: Mastermind Toys
Music: TA2 Sound & Music (original)
Exec Producer: Dana Gadsden

Produced November 2018