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"Silks Restaurant, Mardarin Oriental, S.F." 60 Second Radio Ad Marketing Parameters/ Creative Solution These two radio spots were created to build momentum (and increase midweek dining) by focusing on the celebrity chef phenomenon in a tongue in cheek manner. We wanted to promote the nomination of Silks' hotshot "rising star" chef, without creating a snobbish backlash, so the copy uses humor to poke fun at the media institution itself, while playing up the appeal to critics and culinary experts alike. (Copy:) (Spot 2: Told you so) (SFX: Restaurant din/clinking of glasses in a toast) VO1: A toast! To chef Dante Boccuzzi at Silks. Nominated Rising Star chef of the year by the James Beard Foundation. VO2: Okay, you called it first. You got the scoop. Enough already. You win. VO1: Actually he wins. We're talking the Academy Awards for food here...This is Titanic! --- The Only chef in San Francisco, only chef in California...In fact, there were only four other chefs in the nation up for this baby! VO2: Now you're gloating. VO1: Why shouldn't I? You guys have been talking about the latest Wolfgang thing, Jeremiah, Bradley...and I discovered a 26 year old rising star at Silks. VO2: I thought Silks was mandarin or something. VO1: Silks is AT the Mandarin Oriental. But the food is California cuisine. Light. Elegant. Uncontrived. He's not afraid to let the natural flavors come through. Let's face it. You'd never even heard of Dante before this award. Some writers go with the buzz. Some writers create it. VO2: Get
over yourself. (Station announcer
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