New York City (July 7, 2004)–Dan Aron, president and creative director of No Soap Productions, Ltd. for three decades, has helmed one of the hottest radio commercial production companies in America. Through No Soap (formerly No Soap Radio) he has created and produced some of advertising’s most distinctive, and award-winning, radio commercials and television tracks.
Over the years, Aron has been repeatedly approached to put his talents to work for agencies that want to keep their radio in-house, but could use an assist from a seasoned pro with their writing, casting, music and sound design. For these agencies, Aron has launched No Soap’s “Radio E. R.”
“Radio is a medium that has tremendous potential to influence consumers, yet is rarely utilized to full effect,” explained Aron. “The airwaves are loaded with commercials that are poorly conceived, inadequately executed, or both.” Aron believes that advertisers and agencies too often overlook the opportunities to reach their prime target audiences through the medium and suggests “Before you sign the DNR notice for your radio, ‘Radio E.R.’ can solve your problem–there is a cure!”
Aron immerses himself in a project long before entering the studio. He trouble shoots script before recording; casts from a widely varied, and constantly growing, pool of talent; and, once in the studio, directs spots as audio theater, eliciting surprisingly fresh and often totally unexpected results. A fervent believer that commercials must be as entertaining as programming, Aron layers voices and sounds, often meshing them with distinctive music, to complement and highlight copy points.
The award-winning company will continue to offer casting through its Voicecasting subsidiary, and production, direction, advertising music, copy consultation and development, and sound design for broadcast commercials and industrial audio tracks.
No Soap Productions