These simple, elegant Belgian spots make the kind of product point that most advertisers & agencies would think could only be done visually. That’s because, of course, they are completely focussed on a visual image.

I used the Blue Band spot as a clear example of a different way of approaching radio - thinking first of a visual and letting the picture create the sound. The image of the man having his back scratched existed before a word was written!

This powerful, emotional ad for an Australian Health Insurance company could illustrate all of the 7 secrets. But the actor’s performance was especially powerful. He has quite an ordinary voice, but I believed completely that this man’s wife had died and it made me cry. This is what I mean by creating character! Radio at its very best.