Audio ads: From listening to interacting

These scripts connect an advertising message with an invitation to explore further through Alexa. Each closing call to action explains what listeners can expect and gives them the phrase to start.

Nature Valley · Product discovery

Audio-ad script

“When it comes to Nature Valley Bars, which camp are you in? Come join Nature Valley to explore the summer snacking options and get a personalized recommendation. From Chocolate Crunchy Dipped Granola Squares to new White Cheddar Savory Nut Crunch Bars, there’s a camp for everyone!” [SFX: Whistle] “To get a Nature Valley recommendation just say, ‘Alexa, find my camp with Nature Valley.’ That’s, ‘Alexa, find my camp with Nature Valley.’”

Writing decision

“Which camp are you in?” connects the outdoor theme with personal preferences. The closing line makes the benefit explicit: a product recommendation. The launch phrase carries the campaign’s “find my camp” idea into the experience, where listeners choose between classic, indulgent, and savory options.

Propel · Appended call to action

Existing ad: “Pushing Past Limits.” I wrote the appended CTA.

“Want to hear how Michael B. Jordan pushes through his most challenging workouts? Say ‘Alexa, ask Michael B. Jordan how he stays motivated.’ That’s ‘Alexa, ask Michael B. Jordan how he stays motivated.’”

Writing decision

The CTA names the person and the payoff, so listeners know what they’ll get. The launch phrase expresses that same intention as a request for motivational advice. Repeating it gives listeners a second opportunity to hear the wording before responding.

Ford · From a sales event to further information

Audio-ad script

“It’s time to get holiday ready, America, and Ford and Alexa are here to help. The Get Holiday Ready sales event with Ford is going on now. See your Ford dealer for the best deals of the year on Ford F-Series. With all its power, capability, and technology, it’s no wonder Ford F-Series are America’s best-selling trucks. Best-selling claim based on 1977 to 2020 calendar year total sales. Want to learn more about the F-150 and the Get Holiday Ready sales event? Just say, ‘Alexa, launch Get Holiday Ready with Ford.’”

Writing decision

The closing question moves from the promotional message to an invitation to learn more. Keeping the sales-event name in the launch phrase connects the ad with the experience that follows, which offers additional information and an optional link by text.