The Mall of America has become such an accepted part of the cultural landscape, it’s easy to forget the skepticism that greeted it during its construction and inaugural years.
Enticing local shoppers was essential, as was allaying their fears about the mall’s size by playing up the selection it promised. To drive additional traffic, Mall of America also partnered with sponsors for frequent special events.
With a relatively small budget for advertising, radio was a relatively inexpensive way to reach their target their audiences.
My task was to find a way to make each radio spot catchy, entertaining and true to the mall’s fun, contemporary image, without neglecting the required shopping or event information (which often was quite extensive).
My solution was to let my imagination run wild, finding surprising and humorous (but relevant) scenarios, along with openings designed to catch the listener off-guard and draw them into the spot.
“Ancient Man”
“Valentine Fantasy”
“Near Death Experience”
“Alien Translation”
