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22squared, Oink Ink create new Lincoln Financial Group radio spots

Combination of planning, strategy, technique produces powerful consumer message

NEW YORK, NY — In a duo of innovative radio spots for investment giant Lincoln Financial Group, a man and a woman reflect on the major life decisions they made after seeing an advisor who can help them with Lincoln Financial products. Through a novel bit of storytelling and audio magic, they both start out the spots in their 70s and age backwards to their 20s.

Created by 22squared, these ambitious ads hit a poignant note while perfectly capturing the client’s message. Significant planning and strategy was required ahead of time in order to produce the necessary effect, a process that required Oink to audition over 100 actors in order to achieve the right mix of voices. The spots’ unique structure called for talent of various ages, but

with similar, compatible voices that could be stitched together seamlessly—a break from the normal search for standout performances.

“It’s pretty neat when a client says ‘I trust you’ and allows you to try lots of things and really just play around,â€? said Dan Price, president, Oink Ink Radio. “It was great to get so many people involved – casting, sound designers, mixers – each trying new things, collaborating and experimenting. The client wanted something special and that’s what we set out to deliver.â€?

After the casting process was complete, the Oink team got to work finding the perfect mix of methods to blend the voices. Once the technique was solid, the actors were recorded and woven together flawlessly. From start to finish, Oink’s involvement took about fifty hours.

“We’ve been consistently impressed with Oink’s expertise in radio advertising,â€? said Kevin Botfeld, associate creative director, 22squared. “They recognize what works and what doesn’t, and they always come back to us with fresh, smart ways to enhance our ideas.â€?

To hear the spots, visit, or go to, click on the “Client Log�in� and enter Job ID LincolnFin (no password required).

Oink Ink is an award�winning, bicoastal creative agency founded by veteran managing director and president Dan Price and his brother, executive creative director Jim Price. Oink Ink writes, produces, directs and manages radio advertising for ad agencies, client�direct accounts, cable network promos and special projects. Headquartered in New York, and with offices in Los Angeles, Oink Ink has been providing high�end radio work for 18 years, for such notable clients as Google, AT&T, CBS Television, Coors Light, Ford, IBM, Southwest Airlines and Staples, to name a few. Oink Ink is a sister company of 38 Studios in New York, which produces sound design, radio, audio for TV and original music work for such ad agency leaders Wieden + Kennedy, BBDO, McCann�Erickson, Ogilvy, Publicis and Saatchi & Saatchi.

Contact: Jon Derengowski, Oink Ink Radio
[email protected]
(212) 334�5800