Radio advertising looks so easy, which is why so many people who know nothing about radio copywriting continue to create bad radio commercials.

For many years, Southern California dealer associations have done consistently terrible radio advertising.

The latest entry in this Motorcade of Shame begins:

“Going once…going twice…Sold!”

THEN:  Sound effect of an air horn, apparently signaling the end of a sporting event. And then someone singing opera!”

Then an announcer informs us, “Every event must come to end. And the the Lexus Zero-To-60 Certified Pre-Owned Sales Event is no exception. Right now, we have a large selection of meticulously inspected vehicles available, and every single one of them is on sale. We even have a line of groundbreaking hybrids…”

So….First they get us to imagine an auction. Then some kind of sporting event. Then an opera.

Y’know, for the typical luxury car buyer who enjoys auctions, sporting events and the opera.

But you pictured an auction, right? And you pictured an opera? (And maybe some kind of sports stadium.)

And how clearly did you see “the Lexus Zero-To-60 Certified Pre-Owned Sales Event”?

And who is it who decided that all automobile dealers should refer to their promotions as “Sales Events”?

Heck, why not just call them “Come Give Us Your Money” events?

They have a “large selection” of vehicles “available.” Wow! What a story!

“CAR DEALERS HAVE LARGE SELECTIONS OF VEHICLES AVAILABLE!”

The vehicles, by the way, are “meticulously inspected.” They were inspected; we’re not told if any of them passed.

Oh, and don’t forget our hybrids! They break ground, which apparently is a major selling point.

1.9% financing! Irresistible lease rates!

Yes, they include a deadline. Of course, that deadline was 5 weeks from the day I heard this commercial, so it doesn’t exactly build a feeling of urgency.

And why don’t we through away the last 15 seconds of the commercial with a long disclaimer and not one but two Calls To Action?

Southern California Lexus Dealers: Good automobiles, bad radio copywriting.