Spec Work: Duolingo Radio Ad

Maddye Belov-Boxer

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Copywriter

Canva

Google Drive

The Brief:

Create a script for a 30 second radio ad promoting Duolingo, but make it ~threatening~ with Duo, the owl.

The Idea:

Duo has become one of the most iconic mascots and brand voices in contemporary advertising. Thanks to his distinctively forward, charming, and oddly terrifying TOV, Duolingo's push notifications have become a goldmine for memes and helped cement their social media presence. I aimed to emulate that established TOV to make this audio-based copy stop the listener in their tracks.

The Result:

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Posted Mar 14, 2024

A Word Tonic brief for a Duolingo radio ad. If this doesn't make you want to complete your Duolingo practice, I don't know what will.

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Copywriter

Canva

Google Drive

Maddye Belov-Boxer

Writer. Editor. New Jersey swamp creature.

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