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Well ... it seems that the station with the JOE format that plays anything country is equally desperate to try just about anything to rescue themselves from being an ongoing ratings disaster.

While CKRA never gained ground after flipping to the format a year ago, Big Earl has suffered a double whammy by also being caught in the market-wide mass exodus of the country music radio audience.

In its attempt to lure listeners – any listeners – Big Earl ran two spots that replaced air guitar with a Chris Farley-esque figure demonstrating bare guitar (and ironically, Marcel Marceau died while the spots were airing.

Marrying the sound of star performers with images of a bar performer (after a few too many rounds) the spots are a classic example of cognitive dissonance.

Viewers had to rationalise who the bouncing figure represented: the artists heard or the average Big Earl listener. Some found the quaking stomach-placed logo a little sickening, prompting references to the station as "Big Hurl."

But then again, maybe the intent of the spots was simply to get the station talked about (and your own mileage may vary).

Both spots ended with the same tag/punchline: "The country station with guts - 96-3 Big Earl."

Songs heard: "Save A Horse (Ride A Cowboy)" by Big & Rich, "Before He Cheats" by Carrie Underwood and "Cheaper To Keep Her" by Aaron Lines.

Songs heard: "Honky Tonk Badonkadonk" by Trace Adkins, "Live Like You Were Dying" by Tim Mcgraw and "Life Is a Highway" covered by Rascal Flatts.

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edmonton radio news - the fall 2007 tv ad campaign - big earl