In many ways, radio is the purest medium for any copywriter - a few words, the right voice, and a lot of imagination.

While working on a global TV campaign for the brand, my creative director suggested I go into the studio and turn a few of my ideas into radio spots.

This enabled us to test TV concepts cheaply and effectively before proceeding with further testing. We also had a lot of fun.

Excedrin "Cowboy"
30 second radio spot
 

Excedrin "Real headache sufferers love it"
30 second radio spot
 

Excedrin - "Free Advice"
30 second radio spot