Someone heard doing a commercial on the radio is hardly noteworthy. But when the person is “Cousin Brucie” Morrow and the station is WCBS-FM, the ears perk.
For nearly a quarter-century, Morrow talked to his “cousins” on CBS-FM, primarily Wednesday and Saturday nights.
Now, his famous voice is back on WCBS-FM, but this time to shill for Lexus.
Morrow tells FishbowlNY that the spots date back to CBS-FM’s 40th anniversary last July. As part of his “reunion” broadcast, Morrow did several live commercial reads, including one for Lexus.
“They loved it so much, they called me the next day and asked me if I’d do their commercials for them,” Morrow says.
He says the ads run on all CBS Radio stations in New York.
That deal, though, almost didn’t happen.
Brucie came close to saying no to the one-time return on his beloved CBS-FM, still sore about the ugly 2005 flip to the jockless Jack-FM.
He says Jim Ryan, who became program director around the same time as the station anniversary last summer, kept pursuing Morrow to be part of the special weekend of music and memories.
“No way am I ever going to come back to that radio station,” Morrow recalls telling Ryan. “These people did a terrible thing, they’re nasty people and I can’t forgive them.”