30secondTHOUGHTS: Traffic Therapy

Radio is the copywriter's playground. In this medium, the art director takes a silent backseat. The copywriter's words reign the spot, his playful wit is syllabicated in his careful choice of copy. And of course, the product is benefited with the beautifully-executed spot.

JWT Manila's "Traffic Therapy" radio spot for Lotus Spa is an excellent example. A Cannes-winning entry, the spot gives a therapeutic twist to the rather irritating ambiance of a noisy traffic jam.

Ad Title: TRAFFIC THERAPY
Ad Agency: JWT Manila
Client: LOTUS SPA

The copy reads:

Look at the traffic jam. 
Aren’t you grateful to be part of it all? 
To be gazing at this vibrant expanse of cars, taxis, trucks; at dirty fingers sprouting out of windows, like flowers in spring. To be listening to all the honk, honk, honk, and the beep, beeep, beeeep; the enthusiastic exchange of Up Yours and Get moving you slowpoke. 
Your soul is waking up. You feel so… alive. You’re no longer just a driver – you’re a foot…existing in harmony with the clutch. Serenity that stays with you. 
Lotus Spa.