Ad Infinitum Ep. 7 "It's All in the Execution" featuring Steve Keller and Bjorn Thorleifsson

Ad Infinitum, the world’s only podcast solely dedicated to audio ads is back with a very special Season 1 Finale. Presenting Episode 7 - "It's All in the Execution."

Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes two Sound Strategists; Steve Keller, Sonic Strategy Director for SXM Media’s Studio Resonate, and Bjorn Thorleifsson, Head of Research & Insights at amp sound branding, to discuss the 9th and final Audiolytics™ Key Component: Execution. In short, does every word count?

“[Sonic strategy] is the blending of sound science with sound art in order to help us make sound decisions.”

– Steve Keller, Sonic Strategy Director, SXM Media’s Studio Resonate

Join us as we try and feast on a combo of the best audio ads McDonald’s has to serve up. Are we “lovin’ it” or are these arches made of fools’ gold?

  • Caveats about Disclaimers 🧐 – When you have a lot of words that don’t need to count, how do you still make them count? Instead of breaking the ad and switching talent as McDonald’s does for their disclaimer, try delivering it in character or adding in an extra sonic element afterward. Make sure the last morsel of your ad doesn’t leave a bad taste in your mouth.

  • That’s a Mouthful 🍔 - How can you change up the quality of vocal delivery? In one spot that dives into the ASMR experience for Mickey D’s, there’s a missed opportunity to do an ad read while actually eating a burger. How can the way talent performs the copy be an extra part of the execution?

  • The Secret Sauce ⌛️- Channeling back to our episode on Scarcity (listen now, it could go away any minute!) making an offering scarce, like the limited-time mambo sauce, makes it feel like an urgent event you need to take part in. How do they do it, and how can you take the knowledge to your brand? We have thoughts for you to chew on.


Plus a deep dive on how to show up sonically on a massive scale (and how strict you need to be with your sonic brand standards). Sounds good? Complete Season 1 of your Audio Ad Infinitum Masterclass by clicking below.

Bianca Gorodinsky