made Howard, Howard. Yes, he was the King of All Media. Yes, he was a “shock jock”. Yes, he had millions of loyal fans. But, what really made Howard interesting and compelling was the fact that he would always cross the line. He would push further than any normal person would. And that created great radio. There’s a scene in the movie Private Parts where the radio station exec (known as “Pig Vomit”) is reviewing listener research about Howard. Here’s the exchange:
Researcher: The average radio listener listens for eighteen minutes. The average Howard Stern fan listens for – are you ready for this? – an hour and twenty minutes.
Pig Vomit: How can that be?
Researcher: Answer most commonly given? “I want to see what he’ll say next.”
Pig Vomit: Okay, fine. But what about the people who hate Stern?
Researcher: Good point. The average Stern hater listens for two and a half hours a day.
Pig Vomit: But… if they hate him, why do they listen?
Researcher: Most common answer? “I want to see what he’ll say next.”
That dialogue capures the brilliance of Howard. He’s compelling. You don’t just want to listen. You have to listen. Because you know that if you’re not listening, you know you are going to be missing something.
So Jason and Dave set out to create advertising that was true to the brand. Advertising that would grab your attention. Advertising that you simply couldn’t ignore.
The team developed several creative concepts that were really funny. But, we didn’t want to just walk into the pitch with storyboards on foam core. We wanted to blow them away. So, we went out and produced a series of videos that would really showcase our creative talent and our understanding of the Howard Stern brand.
Below are two of the videos we created for the pitch. Note, some will find these videos offensive so click play at your own risk. You’ve been warned.
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