These were some of the first good radio spots I ever created. I was sent out to the production house with Aubrey Singer, a superstar copywriter at the time whose work I idolized. I had no idea how to impress him, so I just watched and learned. He had an attention to detail that was almost uncanny, but I learned that you had to consider every little thing when making spots. That ad lib could make a spot. That playing around in the studio was crucial. That the spots didn’t actually exist in the script, but in getting the performance right. And that performance had its diminishing returns after several takes. Thanks, Aubrey!
