Archives for posts with tag: Copywriting

I have a sizeable brain crush on these ads, as does the rest of the world.  So, imagine my surprise this morning when I woke up and saw the final farewell.  It feels like the party was just taking off.  But, I have to admit, on W+K’s part, this was the smartest time to bow out.  We were getting smart to the device, starting to criticize, starting to be familiar.  No one thinks that the familiar is genius.  The main reason that these ads worked is because I can’t think of a person in my agency that would have presented these scripts, let alone someone who would have approved them.  That’s not a knock on my agency, it is a compliment to this work.  It was so unfamiliar that it shocked us into listening.  Once in a blue moon something really new happens and we are all lucky to be spectators as the star shoots by.  I think that this is the goal of my career, not to win awards, but to do something so new that everyone stops for a moment to watch.

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Delancy? Is that you?

(not product described below)

It’s been a really busy few weeks around here.  I’ve been writing a lot and not sharing any of it with you.  First a little explanation on the ole title there.  I have secured my place in hell with the creation of two television spots for (Client protected and subsequently my job).  I am proud of the spots because I really believe that we did everything in our power to make them as good as they could be under the constraints of media (20 sec TVCs) and product (super complicated and small with lots of deliverables). We worked with the best people in the world, O2 (the production company from the film City of God), Seagulls Fly (amazing animation company), S de Samba (sound production pros), and hand models, set designers, and hair stylists flown in from LA and Vancouver.  It was a wonderful experience, even if it will never show up on my reel.

So my place in hell, the products themselves are going to be linked to teen pregnancy, prostitution and cross dressing in the next 10 years, no question.  Also, our child actress, the one the client selected from a list of three relatively fair haired and moustache-free models, was the one with a little pre-pubuescent upper lip fur that required us to wax a child.  And that right there, my friends, is where I sold my soul to the industry.  BTW, the client requested the wax, not us.

So, in an effort to build up happy feelings and direct your minds to good things in advertising here are some of my favorites from the last few weeks.

Up first, late out of the gate, but totally a “Why didn’t I think of that?” is Boone Oakley’s YouTube based website.  Too good.

Up second, also late to be added… Something near and dear to my heart, Namosca’s Segunda Pele for Adidas.  My lovie was the creative director on this and it blew up all over Brazil and the world.  The idea for non-portuguese-philes is the teams jerseys were stolen.  The team was pretty much like, “Screw it!  We don’t need no stink’n uniforms.  They are just our second skin.”  So they do a manly prayer/chant and then get tattoos of the team logo over their hearts.  It gives futbol fans goosebumps. There’s also a Clue-esque game to find out who stole the shirts.

And finally, something to make you smile.  It gets me every time.  Good job W+K.

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What a question.  I don’t think any of us can really imagine this.  I mean, let’s be honest, a slew of jerk-face-mcgees chose to write about a utopian society that would arise out of the non-existence of advertising, but it wouldn’t be a blissful place.  Without advertising, there would still be film, there would still be art, there would still be music, but it would not be as beautiful and extensive as we now know it.  People have to be sponsored, directors have to take the occasional TVC to ride the wave through until their highly conceptual non-studio piece makes them zen-film masters.  Advertising takes creativity, gives it a paycheck and lets it grow.  It isn’t a crime.  There are a lot of good intentions in adertising.  If it were not for branding, where would the red cross be?  I certainly wouldn’t think of the Salvation Army or the Kidney Foundation everytime I had clothes to give away.  We need advertising.  It is communication, it is education, and in its better moments, it is creativity.

Honestly, if it were not for advertising, you wouldn’t know how to do a breast self-examine.  You wouldn’t know the full story about stem cell research, and you would have no idea that there is a product out there that uses oxygen to lift ground in dirt and stains.  We don’t care enough to seek out this knowledge, advertising meets us where we are vegging and makes the world better.

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Just so you know, if you are a copywriter, either take singing lessons or check your dignity at the door.  I was on a call today with the Execs for Coke in Atlanta, and I was singing, voice cracking like a pubescent teen, and praying they could hear the concept through the unnatural tones bouncing off my diaphragm.  So you know, if you take the chance you really have to go for it, if you do, they may just choose the fun concept as the must-do and quibble about the straight-laced conservative spots.  I’m still blushing.  Thank the Lord it wasn’t a video conference.  *Sigh

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Are we paving the way for better advertising by inviting the consumer into the office?

With the rise of the tv shows about advertising, Mad Men and Trust Me, I have to wonder what it will mean for the industry. Will the old image that Larry Tate and Darren conjured up for the ad industry change? What if the average Joe Six-pack is suddenly educated on what makes good advertising and subsequently, he demands it? Will the client see that the consumer is, in fact, not stupid and allow advertisers to create brilliant work, treating the advertising as a consumable just like their products?
The idea factory’s blog talks about the impact of Mad Men being that it improves the public image of ad men. Over night people find us interesting, they want to know how things have changed in the last 45 years. They’re interested in finding out if our alcohol intake really starts just after 4 and continues through the night at neck breaking speeds. While I am sure the value of industry intrigue is good for us when it comes to dinner party and soccer field small talk, I believe there could be a greater value, which bares more consideration. What if all the consumers out there are mulling over, discussing, and dissecting advertising? What if they intentionally educate themselves because the topic is real and pertinent? Will this have an effect on the age of TiVo? Can hoisting the art of advertising over our heads and carrying it through the public arena of television usher us through the TiVo crisis and into a new age of art?
The biggest question remains, in a show about advertising, how obvious will it be that we are advertising to them, and if they realize it, will they be amused?