It is not some question of “taste” or “propriety” that prevents my naming the advertiser.

I simply don’t know the advertiser’s name.

No matter how many times I listen to this spot, I can’t figure it out.

If everyone in the targeted audience already knows the name of that business, then I guess that’s not a problem.

But I’m very doubtful that everyone in the target audience already knows exactly who that advertiser is.

And even among those who do, I’ll bet lots of them don’t know how to spell the advertiser’s name.

If they don’t know how to spell the advertiser’s name, they’re not going to know how to enter the URL (recited in the commercial) into their Web browsers.

Advertising Solves Problems.

The information I received along with this spot indicates it’s for a “specialty lingerie shop.”

Exercise: If you’re familiar with specialty lingerie shops, write down 5 problems such a shop can solve for the targeted consumer.

(I have no idea what those problems are, so I won’t even try to guess here.)

Made your list?

Is “being embarrassed because the rock star doesn’t want your underwear” on that list?

I’m afraid I can’t give this radio commercial a very good grade.

– The story it tells has nothing to do with the problem(s) the advertiser promises to solve for consumers.

– I cannot identify the advertiser.

– The spot features a URL…which I cannot spell.

– The spot features two Calls To Action — go to the store or go to their website. A radio commercial should have a single Call To Action.

– The commercial gives the retailer’s street address. Nobody in real life uses street addresses. They say “in the XYZ Shopping Mall” or “at the corner of 5th & Main.”