

MELISSA DESTEFANO
creative copywriter

student work
THE PROBLEM
ZOOMARS Petting Zoo wants to increase traffic at their location in San Juan Capistrano.
OBJECTIVE
Create a radio spot that will entice local Orange County
mothers (25-34) to take their children to ZOOMARS.
KEY MESSAGE
Bring your kids to ZOOMARS for a day of innocent, old-fashioned fun.
Confessions of a Mom
45 sec radio spot
Mom casting: Woman in her thirties. Parent of a young girl. Her house is being overrun by an emu, and she doesn’t know what to do.
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Mom: <Defeated> Hey, moms. I’m going to get right to it here - I bought an emu from Craigslist and I regret it.
SFX: Crash as something heavy is pushed off of the kitchen counter in the background
Mom: <Sighs> My daughter begged me for this <frustrated> … giant bird… thing. And like the total pushover I am, I caved! I should’ve known.
SFX: Sound of emu ripping open cereal box, crunching down on food
Mom: <speaking away from mic> No! Don’t touch that!
Mom: <getting upset, speaking faster> I got it as a surprise for her birthday because I knew her face would just completely light up when she saw him and I would be <mocking slightly> “mom of the year.” He was a bit smaller when I got him but now —
SFX: Sound of emu squaking and running around
Mom: <frantic, not speaking into mic> Hey! You - Larry - put that down! Stop that now!
Mom: <upset, wishful> I just wish someone had told me about ZOOMARS in San Juan Capistrano before my house became a giant birdcage. They have a bunch of animals for the kids to pet and hold. ZOOMARS is good old-fashioned fun, and it’s blissfully calm.
SFX: Emu pushes a vase off the table
Mom: <utterly defeated> Oh, I miss when my house was calm.
Concept & copy: Melissa DeStefano