Through a mockumentary-style interview with a worker from a fictional waste facility for bad radio spots, this spot imagines an alternative reality where these offending radio ads need to be disposed of after going on air. The IBI wanted to create an ad to challenge the advertising industry to eschew these clichés, raise the standard and bring an end to the pollution of the Irish airwaves. 

The Independent Broadcasters of Ireland is the representative body for Ireland's independent commercial radio broadcasters. Radio is their business, so raising the bar of radio advertising is a crucial part of the work they do. The challenge set by the IBI was a simple one: inspire people to make better radio. What better way to advertise radio than on radio?

We decided to appeal to our target of media planners, agencies and marketers with an industry in-joke, but one that would also resonate with the public who listen to (or suffer through) these kinds of ads on a daily basis.

Rather than just a celebration of the medium, we created an entertaining spot that would be a send-up of how radio advertising is being let down by “rubbish” radio spots.