New York City (April 1, 2004)–In a rare move for a radio production company, Sound Lounge Radio recently took a crew into a working New York City supermarket to record a radio commercial for Coke. The project is the latest example of the studio’s skill at producing radio ads on location to improve realism and make spots that are more fun.
Conceived by New York agency Berlin Cameron/Red Cell, the 30-second ad promotes Coke as “the official soft drink of NASCAR” and is part of the agency’s ongoing “Coke. Real.” campaign. The spot features two ardent NASCAR fans, who pilot their shopping carts like stock car drivers in a win-at-all-costs race through the aisles of a supermarket.
Sound Lounge Radio went outside the studio to record the spot in an actual supermarket located at 22nd Street and Park Avenue in Manhattan. The actors playing the two men delivered their lines while pushing carts through store aisles. The actors wore wireless mics, while Sound Lounge Radio executive producer Gregg Singer ran alongside them with a boom to capture ambient sounds of the carts and the supermarket environment. Seth Phillips was recording engineer.
“The agency was very concerned with subtlety,” explained Sound Lounge Radio creative director Tony Mennuto. “Most production companies would record a spot like this in a studio and rely on sound effects to create the supermarket environment–but it’s not as good as the real thing. You miss the complexity and the nuances that convince listeners that the action is unfolding in a real place.”
Mennuto noted that the supermarket where they recorded the spot was open while they were recording and, as a result, it is possible to hear other customers shopping in the background.
Sound Lounge Radio