If you ask me, one of the highest compliments a writer can receive is hate mail. These are real letters of complaint sent to clients in response to radio spots I wrote—proof that the work made people feel something. And to me, that’s a win. This campaign for Panera Bread leans into radio being the theater of the mind and features a narrator quietly observing everyday conversations, using them as a backdrop to highlight the extraordinary food on the table. (There’s also one bonus spot from Stop & Shop because the hate mail it inspired made me laugh and was too good not to share!)

Ask me about this hot take: most radio ads should not be aired on podcasts.