A couple of our managers were a little scared of the concept, but I knew it was an idea whose time had come
New York, NY (PRWEB) September 29, 2006
The sales pitch for “Sinus Buster,” the world’s first hot pepper (capsaicin) nasal spray, is a familiar sound to Sirius listeners, but there’s a brand new Sinus Buster radio spot that’s sure to grab their ears like never before.
The commercial is voiced by JR Gach (“gash”), a long time terrestrial radio personality known for his outrageous honesty. Gach has been a spokesperson for Sinus Buster regionally on terrestrial radio, and nationally on Sirius for nearly two years.
In the commercial, Gach relates his true feelings about Sinus Buster, a product near and dear to his heart. With his infamous hard hitting “live read” style, Gach pounds home the truth about a product he perceives as miraculous.
“First off, I’m a customer, and Wayne’s a friend. That’s how I discovered the product. In early 2005, I approached Wayne Perry about doing endorsement-style commercials in Albany. Once I started doing spots for Sinus Buster and listeners began trying it, I got a stream of calls and e-mails from listeners hailing this stuff as a miracle. Sinus Buster even became a topic on our show. Shawn (Southwick), Larry King’s wife, was in the studio one day. So was Larry. She had a killer migraine and I had her try Sinus Buster live on the air. Shawn was amazed and so was Larry King. He grabbed half a dozen samples as he left the studio. It felt great to have fans thanking me for stopping their headaches and sinus problems,” says Gach.
Wayne Perry, president of SiCap Industries (makers of Sinus Buster), called Gach in late September requesting a very unusual radio spot.
Perry asked Gach to “curse.”
What Gach recorded was the first radio commercial in broadcast history to use what some would term “explicit profanity.”
“It’s the way real people talk. It’s no different than what you’d hear from a group of adults having any conversation,” Gach said.
“When I first heard the spot I thought it was great, and now that I’ve listened to it some more ... I think it’s stupendous,” says Wayne Perry.
Although Gach throws a few other explicit words in the mix throughout the 30 second commercial, his best line comes at the end; “The best sh*t that ever was ... Sinus Buster.”
According to SiCap officials, the company was reluctant at first, but thanks to the foresight of Rob Sasso, SiCap’s Director of Operations, the new Sinus Buster spots were presented to Sirius.
“A couple of our managers were a little scared of the concept, but I knew it was an idea whose time had come,” says Sasso.
According to JR Gach, SiCap basically gave him free reign over the content -- something rarely seen in radio (terrestrial or satellite). No script. No “soft-sell.” Just honesty.
Gach added, “Wayne and Rob ‘get it’. They’re both very media-savvy. Someday, this technique will be commonplace; but Sinus Buster will have paved the way.”
When first presented to Sirius, SiCap was concerned the spot might be turned down due to racy content. Instead, the Sirius sales department embraced the new spot giving it the green light. The new commercial will air exclusively on Sirius (100 & 101), Howard Stern’s channels, as an initial test. According to SiCap officials, the company plans to introduce several similar spots to be aired throughout the Sirius network.
As Perry explained, “We decided the best place to test these new spots would be on channels where listeners already expected some tasteful profanity. We’ll start with Howard Stern and eventually spread out through many of the other Sirius channels.”
The new Sinus Buster spots are presently airing on Sirius.
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