In Study 1, 93 judges using the Creative Product Analysis Matrix (CPAM) evaluated the creativity of 120 Flemish radio ads, measuring a poor level of "original" while reaching a satisfying level of "useful" and "expressive." Study 2 used critical literature analysis and content analysis on 30 creative formats. Cluster analysis yielded five groupings that were profiled in terms of creativity, confirming that Flemish radio ads shared similar levels of "useful" and "expressive." Two clusters of creative formats proved successful to reach a higher level for "original." These clusters shared an emotional approach of real-life stories, with "SFX" (sound or special effects) and imagery evoking "theatre of the mind." In addition, the third cluster used "testimonial" and "direct address," whereas the fifth cluster used "jingle," "voice-over," "dialogue," "female voices," and "humor."