RADIO ADS
“Festival Woo Hoo" REI ad that ran on Spotify
Length: 30 seconds
MUSIC: Music-festival music, under but not loud
DUDE: (enthusiastic, with gusto—like he’s wooing at a rock concert)
WOO-WEE. WOO HOO. IY-YI-YI-YI-YI! FREE BIRD.
SFX: Knock at the door
ROOMMATE: (slightly annoyed but curious)
“Uh, what are you doing in there?”
DUDE: (really excited)
Just practicing my woo-hoos for the Krakenpalooza festival this weekend! What do you think?
ROOMMATE: (drolly)
I think I need a new roommate.
SFX: Door closing
MUSIC: Up and under
ANNCR:
While we probably can’t help with your signature woo hoo, R.E.I. has everything you need to make your festival campsite rock. From tents to sleeping bags to portable speakers. So check out the R.E.I. camping playlist today.
ANNCR v2:
While we probably can’t help with your signature woo hoo, R.E.I. has everything you need to make your festival campsite rock. From tents to sleeping bags to portable speakers. So stop by your local R.E.I. store or REI.com.
DUDE: Woo hoo!
Adaptive radio ad that ran before REI grand openings
EMPLOYEE 1: Hi! We’re REI Woodland Hills.
EMPLOYEE 2: Let’s go for a hike at Malibu Creek…
SOUND EFFECTS: Thud, thud—sound of boots walking on trail
EMPLOYEE 3: Or ride bikes through the Santa Monica Mountains…
SOUND EFFECTS: Bike sounds, whooshing
EMPLOOYEE 1: Whatever the adventure, let’s start it together at REI
Music up and under
ANNCR: Say hello to REI Woodland Hills, your new home for outdoor gear and inspiration. Join us for the Grand Opening, September 18th through 20th. And look for the REI Bike Service Van, offering free basic tune-up around town, all weekend long.
This was part of a long-running grand-opening campaign I worked on and helped develop. The name of the REI store and the local recreation spots would change for each grand opening. We worked with new-store managers to discover favorite local recreation sites in each market.
REI Anniversary Sale ad that ran on Spotify
Length: 30 seconds
REI STORE EMPLOYEE 1 (Friendly, authentic, enthusiastic):
Excuse us. Sorry to interrupt your music. We just wanted to make sure you knew
about the REI Anniversary Sale, where you can save up to 30%, May 20th
through 30th. We wouldn’t interrupt for just any sale. But this is our biggest sale
of the year! It’s a celebration of when we were founded in 1938. And it’s your
chance to gear up for all your summer adventures. OK, we’ll let you get back to
the music now—just remember: the REI Anniversary Sale, May 20th through 30th.