Radio | Illinois Soybean Association

A chorus singing about soybeans. The personification of inanimate objects and animals. The use of silly humor. Whaaaaaat??? Until this campaign was launched, ag spots were (yawn) typically dry and boring. I decided to shake up the status quo with an attention-getting radio series, which rocketed to the national ADDY awards competition. The series was awarded second-place honors, bested only by a radio campaign featuring Matthew McConaughey (“alright, alright, alright”).

Listen to the two sample spots below.

  • Role Copywriter / Producer