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No visuals, no blockbuster budget, no clever formats. Just words, plus the odd bar of music or sound effect.
It's also a marketer's dream, as radio can be both an effective and cost-effective medium.
I've written and produced more radio commercials than most copywriters. In truth, I'm rather proud of some of them.
Listen now and judge for yourself. And see if you can recognise Harry Enfield or any of the other 'celeb' voice overs in the compilation!