Commercial writing example, 30-Second Radio Spot - Uncle Ron's Wild West Saloon
Uncle Ron's was a country bar and concert spot in Lincoln, Nebraska, owned by long-time bar owner, concert promoter, and client of the radio station, Ron Tegtmeier. As the account was so key to many of the local programming events of the station, only the top copywriters in the station complex were allowed to handle that responsibility.
Shawn was first assigned the task of writing spots for Uncle Ron's in early 2007 by the radio complex Production Director, Kurt Kaniewski, who also produced the spot featured on this page. The usual workflow for spot creations for this client followed standard radio copywriting procedure: The client gave the salesperson a list of things that must be included in the spot - in this case, highlights of events, beer sponsor mentions, and promotions for upcoming events - the copywriter wrote the spot, and submitted it for approval.
The client liked the spots Shawn wrote so much, and enjoyed Shawn's voiceover work so much, that the client requested Shawn be the regular copywriter for all their spots with the radio station.
Below is the copy for the spot that aired during the week of June 11-17, 2007, for the client. Also included on this page is the audio of the final spot that aired during this time.
Client: Uncle Ron's, Wild West Saloon
Event Date: Week of June 11-17, 2007
Title: Good Times Comin'
Copywriter: Shawn Peirce
Producer: Kurt Kaniewski
UNCLE RON'S WILD WEST SALOON, LINCOLN'S #1 COUNTRY SPOT, IS SERVING UP GOOD TIMES! AND THIS WEEKEND, THEY'RE SERVING UP... WELL, 'GOOD TIMES!' [MUSIC CUT] 'DUSTIN EVANS AND GOOD TIMES' PLAYING THURSDAY, FRIDAY AND SATURDAY NIGHT! THURSDAY, THINGS REALLY START KICKIN' AT UNCLE RON'S WITH BIKINI BULL RIDING, AND TWO DOLLAR-FIFTY-CENT BUSCH LITE PITCHERS. FRIDAY, IT'S LIPSTICK NIGHT PLUS BOXER BULL RIDING. UNCLE RON'S BEER GARDEN IS OPEN BOTH NIGHTS TOO. DON'T FORGET THE SUMMER KARAOKE EVERY WEDNESDAY NIGHT - AND GET YOUR TEN-DOLLAR ADVANCE TICKETS FOR DANIELLE PECK, JUNE THIRTIETH AT UNCLE RON'S WILD WEST SALOON... THREE-FORTY, WEST CORNHUSKER!