Google Commercial: Parisian Love

Super Bowl XLIV Commercial Extravaganza

Ty Montague vs Natasha Tanksley 02585775 Copy 1

Comparison Ty Montague

Mercedes Benz Used Car ad

Motorola - MOTOBLUR Super Bowl XLIV

Motorola - MOTOBLUR Super Bowl XLIV

How fast is Comcast High Speed Internet?

How do you get people to turn off their phone in the theater?

You tell a funny story with one of film's greatest personalities. Silver for best Copywriting at the 2009 Art Director's Club Awards. -Jon

The original Mad Man: David Ogilvy

"Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They are as helpless as deaf mutes on the Stage of the Metropolitan Opera."
-David Ogilvy

"Unless your advertising is built on a BIG IDEA it will pass like a ship in the night."
-David Ogilvy

"It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant. In another headline, I used the word INEFFABLE, only to discover that i didn't know what it meant myself."
-David Ogilvy

"I don't know what housewife means."
-Jon Clifton

Tell the product's story in an interesting way.

For Rolls Royce, David Ogilvy's words engaged people by extolling the virtues of a quiet ride, while at the same time communicating the car's performance and features.

Kinda like writing two biographies in one;-) Jon

Taste the Rainbow gets a revamped web site.

From Ad Age.com:

Big Spaceship gives Skittles.com a makeover.

Skittles.com gets a new makeover, courtesy of Big Spaceship. The site invites visitors to "experience the rainbow" with an neverending scroll of off-kilter, shareable content as well as a microsite created out of FirstBorn, in which Skittles fans can upload videos of themselves either pitching or catching Skittles, and then watch side by side films interact with each other.

The endless, downward navigation is reminiscent of Japanese agency Bascule's website as well as the Orange Good Things Should Never End campaign out of Poke London.

-Jon

How to upload class work to the blog.

Blog Uploading Instructions

60 Fed - our new home.

Lobby Area (when get off the elevator)

So the first thing I wanna share is our lobby/reception space really depressing and dull, just get off the elevator and see the wall with the big AAU logo on it. More light would help to expand the space wisely. For example the image below, you will want to step in there right, a lamp that light up the ceiling works well. A tree is good too, some green beside the red.


http://www.work-inc.co.uk/interiors-property-company-II.html

OR

Some cool design to say this is our department (well also include others...gosh we don't even have our own floor huhu...well :D). And again light would help lots...light=knowledge.







Hallway

Lots of student doesn't know where are the rooms unless we are guided by the restroom (yeah everyone look for a the restroom). So some more sign that can be seen from the hallway would help the "lost season" from time to time, specially if we are going to make over our pretty department. I think this website (not so impressive) but it does give the clue of using mirror would help to create more space. Also help for presentation - we need to have a look at ourselves first hehe.



http://www.sygrove.com/

Also put something on the wall with lighting effect - I did read the print ads we had before but we can make it more eye candy with the fancy show cases that really flat (not the big old style case in Townsend)




Class room

We have big window for 500 room series, somehow we should take advantage of it...even last Semester we saw superbowl fire work from room 500...good view. It is depended on our style we want to go for but there is friendly and elegant.

Waiting Room/ Study Room

Glasses doors also make the space, waiting space is important to show we are not so nerd :p <--don't know about this. But a place to gather during break or short group meeting be great too, since this is gonna be our second home. Also these sofa look pretty Ad feel (the separate image)

---------
Thanks for reading, hope this help - and I'm really eager for all these changes.

Nolan's Cheese

This is what I wanna share for this first week of Spring 2010, :) 3 songs make the mood-quite simple but affective.

If we are going to re-do 60 Federal...

I want something like this!

http://parliamentdesign.com/#/headquarters

How Fun!! Can we get some credits towards graduation for helping design the new space at 60 Federal?

-C

"IPhone App That Saved Life in Haiti Reaps Rewards"

http://adage.com/digital/article?article_id=141828

NEW YORK (AdAge.com) -- For iPhone developers, it's hard to break through the clutter of 140,000 apps. That is, unless your app helps a man stay alive for 65 hours trapped in rubble after the earthquake in Haiti -- and CNN reports the story.


That happened to aid worker Dan Woolley, who credits his survival to the American Heart Association's Pocket First Aid & CPR app, which he used to look up instructions on how to treat things like "excessive bleeding" and "compound fracture."
On CNN he called the $3.99 app a "high-tech version of a Swiss Army knife that enabled me to treat my own injuries, track time, stay awake and stay alive."

Top 50 paid app
That was good enough to help it break the top 50 paid apps in Apple's App Store. The American Heart Association declined to elaborate on sales, but between Dec.r24, 2009. and Jan. 12, 2010, the app held steady at No. 97. After Mr. Woolley's rescue, it saw an uptick, moving up to No. 89 on Jan. 18.

Two days later, on Jan. 20, the same day Wired posted a widely picked up story about how Mr. Woolley used the app during his ordeal, Pocket First Aid & CPR rushed past more than 30 apps to move up to No. 57.

It hovered there for a couple of days before ultimately cracking the top 50 in the App Store to reach its highest spot at No. 49. That's no small feat for a paid, non-entertainment app; it rose above the likes of CNN Mobile and Shazam, bested only by the likes of gaming apps "Grand Theft Auto" and "Call of Duty."

That bump may be short-lasted; as of Jan. 27, it has fallen back to No. 76, and sales seem to be on their way back down.

One five-star review
And the first review those considering purchasing the app will see is from Mr. Woolley himself, explaining that the app saved his life and giving it five stars.

The application was originally released by Jive Media in October 2008; then Jive partnered with the American Heart Association to re-release the app using all its content in June 2009. A portion of the revenue goes to Jive to cover past and future development costs, and another chunk to the American Heart Association to further scientific research of heart disease and stroke.

Jive Media's co-founder, Doug Kent, declined to share revenue derived from the app with Ad Age, and would say only that "the sales increase has been pretty dramatic."

He added that Pocket First Aid & CPR did manage to get into the top 15 highest-grossing apps on revenue terms, and that it hit No. 2 in the health and fitness category in the App Store, up from a ranking between 60 and 70 just a few weeks ago.

"Usually a promotion of some kind will only help something for perhaps a few days," said Peter Farago, VP-marketing at Flurry, a San Francisco-based mobile analytics firm. "This is showing impact for at least two weeks."

Flurry estimates the difference between being ranked 100 vs. 50 in the App Store can on average translate into five to 10 times the sales volume. "This makes sense given that the awareness around the tragedy in Haiti and Dan Woolley's story definitely struck a chord with people, as the app store sales increase shows," Mr. Farago said.

A trusted brand
While it's not quite an easy strategy to repeat for other IPhone developers -- American Heart Association and Jive Media captured lightening in a bottle with Mr. Woolley's story -- it is a good reminder of consumers' willingness to pay for brands they trust, even in the world of apps. Pocket First Aid & CPR is one of a host of first-aid apps listed in the App Store, and some, like one from WebMD, are free.

"Woolley's story inspired me to buy the CPR app, which costs $3.99 and feels like a very sound investment," Yahoo tech blogger Christopher Null wrote Jan. 25.


--------------------


So, I think having people donate by buying an application is pretty smart. Their actual ad though... could use some work. What do you think?

We didn't watch this one in class

http://link.brightcove.com/services/player/bcpid1315793544?bctid=64430442001

Johnnie Walker

I really like this ad, it is kind of long but done in one shot. Also it stars Robert Carlyle (Trainspotting, The Full Monty).

There is also an interview with the director, Jamie Rafn, who mentions the copywriter was Juston Moore of BBH London.

The Magical Vintage Ad Machine

Presenting the Vintage Ad Browser! Sure to satisfy the inner ad geek in everyone. Go back to a time when a man was judged by the size of his hair dryer, not his paycheck. Taste was the currency to live by. And having a butter face meant having a funny face. Enjoy!

http://www.vintageadbrowser.com/

-Jon

Te He He He.

Hey Class.

I came across this ad. It's pretty awesome. And works.

-Carrie B.

James Dean never died.

To be in this business today, you have to have some of the classic art and copy and visual storytelling skills plus a deep interest in the way brands and their stories resonate in today's media culture. -Lee Clow, Global Director of Media Arts, TBWA Worldwide

OutsideIn 12/9: Patrick Coyne from CommArts

Editor of Communication Arts, Patrick Coyne, is coming to 60 Federal to give us a sneak peek at the yet-to-be-released Advertising Annual for this year. It doesn't hit shelves until January so this is an exclusive treat.

Wed, December 9th
6-7pm
Rm. 501

Vote for David Wong: The new Dewmocracy!

http://12seconds.tv/v/H7CVW

ART & COPY at The Roxie in the Mission

A must see for any self-respecting creative person. -Jon

November 17-22

Go here for showtimes:

http://www.artandcopyfilm.com/

How do i find info on ad agencies?

There are several resources. Very few have a handy alphabetical list unfortunately or a global list for that matter. However these resources should help:

American Association of Advertising Agencies
http://www.aaaa.org/eweb/dynamicpage.aspx?webcode=findagency

San Francisco Ad Club
http://sfadvertising.com/?page_id=82

Ad Forum
http://www.adforum.com/ap/index.asp

One way to find agencies is to look at awards show sites. Agency names and credits are listed. Find work you like and then google the agency name to get to their site. Here are some top awards shows.

The One Show
http://www.oneclub.org/os/os/showcase/?year=2009

The Andys
http://www.andyawards.com/

Clios
http://www.clioawards.com/

Discuss it over Bard's.

Very simple idea which breeds literally thousands of stories. If your idea is big enough it can have a million legs. This campaign could go on forever. Concentrate on the big idea and you can skip the headaches that come with running out of extensions and getting stuck with weak stepchildren in your campaigns. -Jon

No shit.

From Jacopo.

Noah Simon, Copywriter (Student)

48 Hours to Cannes

http://www.youtube.com/canneslions

Hi guys, this is a very cool contest. The challenge is to conceive and shoot a video, according to a brief, within 48 hours, and upload it to YouTube. One of the keys to winning is optimizing your video so you get as many views as humanly possible. David Wong and i will be available to help you within the 48 hours if you want to run ideas by us.

For those of you who are entering the Future Lions contest (www.futurelions.com--Deadline extended to May 25th), if you win both, this contest will fly you to Cannes. Future Lions is only giving you event tickets, and cool prizes, but no airfare.

Below are the details:

YouTube and the Cannes Lions International Advertising Festival have partnered to give the best young creative minds a chance to attend Cannes and compete in the Young Lions Film Competition.

MAKE AN AD
At midnight on 15 May (GMT), YouTube will release a brief on www.youtube.com/canneslions for a 60-second ad for a major charity. Anyone born after 27 June 1980 can submit an ad to this channel until midnight, 17 May. The more creative the better.

SPREAD THE WORD
Making the video is just half the job. Entrants will have two weeks to drive as many people to their YouTube video as possible. Embed it, blog about it, tweet it – whatever it takes.

GO TO CANNES
At the end of those two weeks, our panel of judges will pick two winners, based on creative execution of the brief and the videos’ views, ratings, comments, votes and overall online footprint. The prize for the two separate winners is an all-expenses paid trip to Cannes to take part in the Young Lions Film Competition. They will be teamed up in Cannes to form Team YouTube and compete against 37 other teams from around the world. Teams are issued with a mobile phone and have just 48 hours to shoot and edit a 60-second commercial on behalf of a charity.

Gavin Sheldon, Copywriter (Student)

Patty Castaneda, Copywriter (Student)

Boots from Mother

Agency: Mother, London

(click to enlarge)

Apo on death sticks.

The un-ballet transit campaign from digital shop EVB.

Simple, simple art direction.

(click to enlarge)

Zipcar Transit Ads

Smart lines from Zipcar I spied in the Muni underground and on Bart. They deliver on what the service is all about quite nicely. Notice how the headlines are not capitalized up front but have punctuation. It appears to be deliberate, however it's always a gamble. To some it may appear as a mistake. -Jon

THE INSIDE STORY ON DORITOS HOTEL 626

PRESENTS


www.hotel626.com

Goodby, Silverstein & Partners
Michelle Hirschberg, Copywriter
Maggie O'Brien, Digital Producer

Wed, May 6th
6-7pm
Room 501

Christian says live without walls.

<br/><a href='http://video.msn.com/video.aspx?vid=98580628-9254-49f6-808d-6a3c0631e537' target='_new' title='The Rookies: 7 vs 70'>Video: The Rookies: 7 vs 70</a>

http://www.microsoft.com/windows/rookies/7v70/

This campaign for PC, for windows live photo gallery is hilarious. I really like their angle, putting little kids vs. old people. I think that their insight on how easy it is to use their products makes for a great campaign. Its fun, I laughed. -Christian

I found this ad for Rossignol quite funny! :) Apo

Citibank Identity Theft

Guys,

I just remembered these spots just now.

They are the perfect mix of great TV script writing and art direction. So hilarious!

Enjoy.

Agency: Fallon/Minneapolis

What if walls could talk? -Apopotamus

(click to enlarge)

A campaign from Saatchi from the most recent Archive that I would like to share.
Thanks

Jeff

Fasten your seatbelt, Bobby Fischer.

(click to enlarge)


I was browsing ads of the world and came across this! Brilllliiiant! -Ed Tang

Breaking news for my NetJetters in Copy 1

Often times the media buy, or knowing where ads will run, can help give life to ideas. -Jon

(click to enlarge)

Aquarium of the Bay Winners: Josie and Taiyo

Edged out to 2nd place by Masters students. Not bad for a couple of undergrads, right?

(But this should have won first place:-) Jon

(click to enlarge)

Tap this.

Check out this campaign for Tap Project. Very simple but yet very effective in communicating the core message of safe drinking water. Great example of a copy-driven campaign. The copy IS the visual. -Jon

(click to enlarge)

Practice safe copy.

I found the use of two boards quite smart for Durex. -Jacopo

Shouldn't all rooms be living?

Agency: Wieden + Kennedy, Portland

Can you ask questions in an ad? If they are good questions. There's no question that these ads illustrate the messaging in a very vibrant and engaging way. -Jon

(click to enlarge)

The bold look of Kohler.

Agency: GSD&M Idea City, Austin

Each series of ads is shot by a commissioned photographer. Notice how the copy winks at the visual. What is usual very boring product information is presented in a very elegant and interesting way. Who knew crappers could be so captivating? -Jon

(click to enlarge)

"It's a dogfight between classic lines and contemporary lines."


"SHOWER: Multiple shimmering tiles - digitally controlled and beautifully affordable-that give you water, sound, light and steam. The judges give it a perfect 10."


"More than glass lavatories, they are vases for your hands."

Darin shares some sobering ads.

It's one thing that makes a really awesome thing out of two totally regular things.

Agency: Wieden+Kennedy/Portland, Ore
SEE MORE HERE

Jet Blue CEO's Guide to Jetting

Something for my NetJetters to think about. Chapter 11 should be interesting;-) Jon

Benjamin Moore paints with words.

Click to enlarge


Agency: Cramer-Krasselt, NYC

Veronica shows us some sporting copy.

I Like this and would like to share them on the website.-Veronica

Jacopo loves a man in tights.

http://www.toxel.com/inspiration/2009/03/14/batman-returns-with-batbus-ad-campaign/

Play Creative Director and win big. Trust me.

From Dove & TNT's new drama about advertising, Trust Me. This contest was made for you guys. -Jon



http://www.bethecreativedirector.com/

Goodby gets into the candy biz for Emerald Nuts.

Shot with my phone at Montgomery Bart station.

Tag: Chocolaty goodness without the guilt.

Sometimes the best way to sell a healthy snack is by spoofing the unhealthy ones. What a fun assignment for a writer. See how the tag pays-off the idea? -Jon

(click to enlarge)

Featured voice: Steve Dildarian

We touched on Steve Dildarian in Copy 2 last week. He made a name for himself at Goodby as the voice of the Budweiser frogs and also the lizards. That campaign would not have existed without Steve as the copywriter. I've met him in person and he is very soft spoken, unlike the characters that yammer on endlessly buy the pond in all those Bud commercials.

Steve is not the creator and voice behind "The Life of Tim", a new animates series on HBO. Out of advertising and not even 40 yet, he's stretched his voice and writing talent way beyond the :30 spot.

Here's an article about his new show from The NY Times:

http://www.nytimes.com/2008/10/01/arts/television/01tim.html

Here's a clip:



Then, view the spots below. See the similarity?

Stephanie's Zen & Academy of Sciences

BMW drops "The Ultimate Driving Machine"...

Then quickly come to their senses. Read the full story here:
http://www.autoblog.com/2006/08/09/bmw-still-the-ultimate-driving-machine-after-all/

It's for you. It's your butt calling.

Cool "ass" idea. Great script writing on the copywriter's part. Wait, i have to go, my ass is calling on the other line. -Jon

Simon says look at these ads.

(click to enlarge)

This is an ad for the new Subaru WRX STI, it stands out to me, for two reasons. First reason is I am a huge car buff, and I know a lot of information about the vehicle and it ties into the second reason, which is that it is not friendly on the road. The stitches are great to reinforce the pain that the read is receiving. LOVE IT!!


This was an ad for guinness beer. The copy was entertaining because the page appears to have been split open from the soccer player kicking the ball threw the page.



This ad is a funny exaggeration of the product. Making it seem that the dinosaurs could have survived if they had Tylenol plus C.

"Feel like no other"-Sony Vaio

From Darin.

Maker's Mark, local edition.

Great example of the headline playing off the visual. Taken with my phone at 1st & Howard. -Jon

Jeff Lam's Academy of Sciences

Guys, Jeff's Academy of Sciences is ready for the Spring Show. I want to see yours comped-up, too. Great work, Jeff. -Jon

(Click to enlarge)

Beware of Men with pink knives.

Snapped with my phone at Borders.

Brilliant copy. What would normally be a very flat headline, has a bit of a twist.

Makes me think of the Chapstick brief.

(Click to enlarge)

From our Superhero, Christian.

This ad by BBDO for United Way of Chicago uses superhero comics to connect with people to volunteer. United Way of Chicago needed advertising to get people to volunteer, and I think the direction of the ad really fits with their message. With the headline, Save humanity without the whole double life thing is fun and appealing, while getting a point across. The tagline Live United ties i tup with the cause. So I like it. -Christian

Thanks for sharing, Christian. Class, notice the twist in the headline.-Jon

Go-One 3 Velomobile Video

Jordan Burkhart shares.

Hi,
I found some alcohol copy ads that I thought were good, and would hopefully help people find some inspiration for their zen liqueur.

The boot ones I thought were funny because they are able to take their product and make fun of it a little bit. It builds the brand identity which I thought was cool. -Jordan

NetJet inspiration from your friend, Kat.

A very timely open letter to all those accustomed to having a private jet at their disposal. Bitch slap time. Thanks for sharing, Kat. -Jon

Spring Show Deadline: April 2

He guys,

Many of you have been doing some really good stuff.

I want you all to own the Spring Show this year. Submission deadline is April 2nd.

Here's what i want to see coming together in the next two weeks (meaning computer comps).

Copy 1:
Zen
Academy of Sciences
NetJets (Depending on where you guys get with it)

Copy 2:
Create Not Hate
Chapstick
Malava
Rickshaw Bags (We'll see what you guys come up with this week)

Thanks everyone.

-Jon

Nikes challenges you to Become Legendary.

From Ed.

This is an example of a great tag line. Notice how it tracks perfectly to "Just Do It". That's no mistake. Payoff "LEAD THE CHARGE" leads cleanly to the tag, "BECOME LEGENDARY". What a powerful call to action. Very aspirational. A good example of what I touched on last week in class, unique tag lines that live within the many brands of Nike. -Jon

Missing: Two hours.

Thanks for sharing, Kat.

Kat steps off the short bus and onto the long copy bus.

-Kat

The X Show (between the lines).

Jacopo's XM example in the post below reminded me of this campaign for Fox's The X Show. What a fun campaign for a writer. Won a ton of awards.

See how the tag "We know what guys are really thinking" pays off every execution? You could create more executions just from that tag alone. I'm guessing that they might have even thought of the tagline first and then the executions. You can do sex monkeys threesome monster trucks beer the same when brainstorming ideas. Start by thinking of tags that branch from the SMP. Distill it down. -Jon

Agency: Fallon

Jacopo shares.

The first one is for Amnesty International and it says "It doesn't happen here, but now".

I am pretty sure the campaign ran only in Europe in fact the ad in the picture is actually in my hometown in Switzerland, Lugano.

It's a strong ad, from a creative p.o.v. its fantastic, set on bus shelter or transparent surfaces the effect works really well, it seems realistic. and the headline completes it at perfection. It would have been easy and "safe" to say something like "think about those people", or "this is what happens around the world", but this line is super powerful, the twist is really nice playing with the visual.



The second one is for XM Radio Satellite and I just found it entertaining.


Thanks,

Apo

From Gavin's blog.

I thought this was pretty clever advertising. I can think of a few churches back home that I might distribute this in.

The copy reads, "Global Warming is bringing us close to a catastrophe of biblical proportions. Let's make sure history doesn't repeat itself."-Gavin

http://howdoesitsound.blogspot.com/2009/02/to-change-peoples-minds-you-have-to.html

Darin loves small furry animals.

Just wanted to share this interesting footage from Samsung. -Darin

Latest "Just Do It" from Wieden + Kennedy

See how simply this campaign pays-off Nike's brand rally cry, Just Do It?

(Click to enlarge)

Ad Slogan Hall of Fame

The same chaps who refer to taglines as "endlines" bring us the Ad Slogan Hall of Fame. Admission is free.
http://www.adslogans.co.uk/site/pages/gallery/please-dont-squeeze-the-charmin.8377.php

20 Years of Just Do It.

Get the inside story on the birth of one of our culture's most recognizable and remembered taglines from copywriter Dan Wieden. That's right, the legend himself wrote it.

Just Read It.
http://blog.oregonlive.com/playbooksandprofits/2008/07/nike_celebrates_just_do_it_20t.html


Just Watch It.

Just do it.

10 Best Slogans (Taglines) ever-Adage

Results of Advertising Age magazine's 1999 survey of the 10 best ad slogans of the 20th century:

1. Diamonds are forever (De Beers)
2. Just do it (Nike)
3. The pause that refreshes (Coca-Cola)
4. Tastes great, less filling (Miller Lite)
5. We try harder (Avis)
6. Good to the last drop (Maxwell House)
7. Breakfast of champions (Wheaties)
8. Does she . . . or doesn't she? (Clairol)
9. When it rains it pours (Morton Salt)
10. Where's the beef? (Wendy's)

Source: Advertising Age

Do you agree? What does your ten best taglines list look like?

-Jon

USA Today on Taglines.

http://www.usatoday.com/money/smallbusiness/columnist/abrams/2006-06-09-tagline_x.htm

Tagline: Halls. A peptalk in every drop.

Despite the bad quality of this video, notice how strong the big idea "A pep talk in every drop" is. Not only does it inspire unlimited executions but the line itself has a very nice alliteration. Old school taglines are making a comeback. -Jon

Tagline: It feels good to feel. Kleenex.

Compare to this Kleenex commercial from the 50s:
http://www.youtube.com/watch?v=qyaa-Vz1lKA

Hey look, Jeff Lam found a blog that's better than ours.

Thanks, Jeff. Everyone, please help make our little copy blog better. Please scan in ads you like, or send links. Submit to copyslingers@gmail.com

Take a look at this blog (but ours is actually way better).

http://www.ibelieveinadv.com

Taglines.

What is a tagline?

It's a brand's promise.

It's the pay-off for your message no matter if you have a campaign of one or 100. Everything you say in your ad must track to your tagline.

In it's simplest form a tagline is the single minded proposition (SMP) but distilled a few hundred times into something that is memorable and catchy.

A tagline is a jingle.

It's "The ultimate driving machine."

It's "Just do it."

It's "It's comcastic."

It is the answer to what you are saying in your ad.

Look at the simple diagram below for BMW's tagline. See how the headlines link to the tagline? "The ultimate driving machine" is the payoff for everything that BMW says and will ever say.

A tagline (if it's good) will outlive you.

"Just do it" is running after nearly 30 years. (Pun intended)

More on taglines next week.

-Jon
Bmw

Publish at Scribd or explore others:

Sally Hogshead on Headlines.

Meet Sally Hogshead. She's a famous copywriter. And with a name like that, she has to be good. How many headlines does it take to get to that really good one for BMW Motorcycles? Maybe thousands. Something tells me I am really easy on you guys. Read below.

"I usually have to write about a hundred lame headlines to stumble upon one great one. With this campaign, it was more like a thousand. Here’s what that looks like." -Sally

Even atheists kneel on a BMW. • Taunt gravity. • Armchairs cause bedsores on the psyche. • Put as much distance as possible between you and the strip mall. • One of the two times in your life when your spirit will soar. • Buy one before the Church bans such marriages. • If our engineers built spouses, the divorce rate would plummet. • Questions to ponder: Is there a God? Why are we here? Can I take this curve doing 60? • Bring your girlfriend on a ride, if she’s into menage trois. • The bike is aerodynamic. Any drag would be caused by that stupid grin you’re wearing. • People take vows of chastity to feel this way. • The police have yet to make a radar gun that can determine how fast your heart is racing. • You don’t get off a BMW so much as take it off. • Many are the motorcycles that say a lot about you. The rare few say a lot to you. • Every life has certain peak moments. Here’s a machine capable of producing them at will. • George Orwell predicted that man and machine would eventually become one. • Why some men won’t stop and ask directions. • If you feel like something’s missing from your life, here’s the lost-and-found department. • Bait for catching air. • It wasn’t DNA experts, engineers, or microbiologists who finally created perfect fusion. • Some bikes are designed to say a lot about you. Find one that speaks to you. • “Darling, is that... a smudge of motor oil on your collar?” • Cathedrals, mosques, basilicas, Route 67. • The road is calling. Don’t get its message on voicemail. • The only thing at the end of the road is 23 more miles. • Assume your rightful place in the food chain. • Runners get a high from jogging around a track at 8 miles per hour. Pathetic. • How “joie de vivre” translates into German. • On a good day, it’s even faster than mortality. • Just ahead, Reason is standing in the road with its thumb out. Speed up before it hitches a ride. • On any other motorcycle, he would’ve sent the package Fed Ex. • Soul searching doesn’t require a compass. • While other animals were blessed with speed, God gaves us brains. And just look what we went and did with them. • How to keep your life from going by in a blur. • It’s like 4-wheel drive, with two wheels. • Leave it to the Germans to find an autobahn in the middle of nowhere. • Careful. It can smell fear. • What walking on air looks like. • The invitation said to bring your significant other. She thinks it’s her. • The chauffeur of your soul. • His body is waiting in line at the grocery store. • A prosthesis for the soul. • Curse the name of whoever invented the stopsign. • A remote control is a far more dangerous machine. • The feeling is more permanent than any tattoo. • If you’ve ever superglued your finger, you know the feeling. • The road to self enlightenment isn’t paved. • Fits like a glove. A metallic silver, fuel-injected,150-horsepower glove. • “Yippee! I’m off to my root canal!” • Most bikes say a lot about you. A very few can actually speak to you. • Engineers take note: The first successful hybrid of man and machine. • Meandering is for cows. • It speaks to you, and suddenly you’re fluent in German. • Your inner child is fluent in German. • The last day of school, any day of the year. • A carnivore in the food chain of bikes. • There is no known antidote once it gets into your blood. • Just another trip to the corner store to pick up some milk. • His refrigerator is stocked with 93 gallons of milk and he’s on his way to get another. • Aerodynamically designed to catch air. • There are no words to describe it. Unless “Wooohoo!” counts. • A translation for the German word “Weee!” • Even if you don’t speak German, you should still be able to translate the picture. • The part of you that cries for adventure is fluent in German. • From the people who brought you unification of an entire country, the same principle on a slightly smaller scale. • No amusement park ride can give this feeling. • While riding it, your wheels won’t touch the ground. And once you get off, neither will your feet. • If he had on a mood ring, it would be bright green right now. • While other bikes brag about their traction, ours is better known for not sticking to the road. • The better traction you have the less you have to stick to the road. • Off, off, off, off-road. • “Look Ma! No hands!” •If it had a rearview mirror, you’d see your troubles in it. • The Church has yet to comment on such a marriage of man and machine. • Lifts your spirits as well as the rest of you. • Somewhere, some small part of you is fluent in German. • Aluminum is more pure than you are. • Horses usually want to turn back towards the barn. 100 horsepower together and it works quite the opposite. • The highway patrol will never know you’re breaking laws of physics. • Occasionally, aerodynamics help you catch air. • There’s something worth racing towards at the end of this road: another 25 miles. • Become one with Nature, thirty miles at a time. • Caution. There’s no known antidote for getting this out of your blood. • The best psychotherapy doesn’t happen while lying on a couch. • This is exactly the sort of intimacy that would frighten Jesse Helms. • It’s as exciting as every other bike. And then you turn it on. • The excuse was to get milk. But the expiration date is long since past. • Never has a raccoon baking in the sun smelled sweeter. • It’s not over til the fat lady sings. • If you’re trying to find yourself, you sure as hell won’t find it on the couch. • If you had eight hours, alone, no radio, imagine what you could think about. • Giddy. A strange word, especially to German engineers. • A bike more likely titled “Zen and the Art of Motorcycle Riding.” • Put as much distance as possible between you and mortality. • Zen masters spend their lives trying to be at one with Nature. You could do it 30 miles at a time. • Your heart races, your senses tingle. Then you turn it on. • Lots of bikes can make you feel this way while you’re riding. Only one makes you feel like this long after you’ve gotten off. • And you thought only starfish could grow new body parts. • The seat can comfortably fit two. But like most things this intimate, it’s best experienced one-on-one. • Yeah, the seat can fit two, though only in foreign films are three-ways successful. • Where is it written that the love for your motorcycle must be platonic? • Seems preoccupied. Comes home later than usual. Always wanting to get out of the house. • Men who own a BMW think have something else to think about every 22 seconds. • A giant hearing aid for the call of the road. • People talk about riding alone for hours. Obviously they’ve never owned a BMW. • The road is calling. Don’t let the answering machine pick up. • If you wanted to drive something fat and lazy, you would’ve gotten a Ferrari. • Life isn’t a dress rehearsal. Don’t let the prop man give you the wrong accessories. • Our warranty: 5 years, 50,000 miles or 5 major insights. • Stained glass windows and altars don’t have a monopoly on spirituality. • Let’s see. You’re either riding it, or wishing you were riding it, or thinking about the last time you rode it. Now, who’s in charge here? • Considering how much you love your bike, shouldn’t it at least treat you with a little respect? • You can tell where his body leaves off and the machine begins. He can’t. • Keep reminding yourself, it’s just a machine, just a machine. • Not many roadtrips could guarantee that after 75,000 miles together you’ll be head over heels in love. • Attention physicists: Man and machine have been successfully fused. And it wasn’t in a laboratory. • You’ve got just one companion on the road. Find one you can get along with. • Scientists brag about hybrids of mice and rats. We’ve been doing it for years with bikes and riders. • It would take a bisection to prove exactly where the bike ends and the rider begins. • Scientists have tried to find the soul. They’re using the wrong equipment. • Not even Chang and Eng were this close. • On a bike where riding is holy, it’s no wonder the riders look like they’re kneeling. • Start shoe shopping for steel-belted radials. • Please refrain from using the word “machine” in its presence. • Relationships this intimate are illegal in some states. • It goes fast, handles well, and looks good. What more could you ask in a rider. • You drive a car. You ride a motorcycle. You actually go somewhere in a BMW. • You possess a motorcycle. You’re possessed by a BMW. • What you’re seeing is his soul. His body’s in a board room in Cincinnati right now. • If BMW built spouses, the divorce rate would plummet. • Long before the Berlin Wall came down, the Germans perfected unification. • Usually, this kind of connection requires surgery. • Do you become more machine, or does it become more human? • What sounds to the uninitiated like the roar of an engine is a brilliant orchestral duet. • Admit it, a little part of you sits in a garage right now. • And then there were two. • DNA researchers brag about creating a hybrid of mice and rats. We did it long ago with bikes and riders. • The first truly successful genetic hybrid. • You’ll become so much alike, you might start to crave gasoline after a while. • Spiritually, you don’t need a seatbelt to hold you in. • Unlike many lifelong bonds, no one ever divorced from their BMW. • “Oh look, honey. What a sweet looking couple.” • Stained glass windows and candles do not a marriage make. • After seven years, it’s a commonlaw marriage. • If you ever connect like this with a person, marry them. • We must warn you, relationships this intimate with anyone but a spouse are frowned on by the Church. • The only thing that comes between them is a nice comfy seat. • It handles well, looks good, and goes fast. But we understand there’s far more to a rider. • What you’re seeing is his soul. His body is trapped in a conference room right now. • Board rooms bear an odd resemblance to coffins. • The first few months you just hear the roar of the engine. Then you understand what it’s saying to you. • Scientists say they don’t know where the soul actually lives. They’re obviously driving the wrong bikes. • If it looks like he’s kneeling, you’ll understand why it’s so spiritual. • No coincidence that he looks like he’s kneeling. • We’ve successfully joining of man and machine without surgery. • Somebody call Ray Bradbury. We’ve combined man and machine. • The Greeks had the Centaur. Half-man, half-beast. • After a while you might find yourself shoe shopping for steel-belted radials. • It’s not a bike designed to pick up dates. Though it can comfortably seat two. • Your bike is your only company on the road. Find one you can get along with. • Lost-and-Found called. They have what’s been missing in your life. • Bike and rider. Separated only by a nice comfy leather seat. • Attention physicists: Atomic fusion was finally achieved. And it wasn’t in a laboratory. • We were combining man and machine before Terminator was ever filmed. • If you’ve been soul-searching, perhaps you’re not looking in the right places. • Put as much distance as possible between you and inertia. • Not every spiritual union comes out of a cathedral. • Not every religeous experience happens in a church. • More Westminster Abbey than Cal Tech. • There are basilicas, cathedrals, mosques. And then, there is Route 67. • You can be reincarnated as a Brahma bull. But if you’re very lucky you’ll be a BMW rider. • At the top of the motorcycle food chain. • Millions of aluminum cans go to bed at night praying to be recycled into a BMW bumper. • Aluminum. In some, a soda can. In others, a holy instrument. • About as much fun as your allowed in a religious experience. • Others give vows of chastity to have a religious experience. • We’d be millionaires by now if we could market this connection as glue. • Usually when two people are this happy on the road they have a Just Married sign. • There’s another reason why some men don’t stop and ask directions. • A prosthesis for your soul. • The whole is greater than sum of your parts. • Cross-pollinate between man and machine. • Merge with traffic. Not every other motorcycle owner. • The bike is fully assembled. And once you buy it, so are you. • Drive off the map. •If you want to find yourself, start by pulling out a map. • Stick playing cards in the spokes of the wheels. • The path to self enlightenment is rarely paved. • Not everyone has a bad picture on their motorcycle driver's license. • Your heart will stop so suddenly, better hope it has antilock brakes. • See the reflection of your soul in the chrome. • Chrome wheels, for reflecting on your past. • Rearview mirrors, for moments of quiet reflection. • Put inertia in the rearview mirror. • Some burn candles when praying. Others, rubber. • The glow of pride never loses its showroom shine. • Find out the turning radius of your problems. • Sitting on the sofa is far more hazardous. • A remote control is a far more dangerous machine. • The bike runs on gasoline. Your adrenaline is self-propelled. •Nowhere is there a BMW with a bumper stickers asking “How’s My Driving?” • The highway patrol has yet to detect a racing heart. • Nowhere will you find a BMW-driving simulator. • There is no way to be more unlike the experience of riding in a Greyhound bus. • On some roadtrips, the points of interest aren’t the scenery. • Your estimated time of arrival just got bumped up. • An added safety benefit: you’ll never fall asleep at the wheel. • Where do you drive when you daydream? • If you don't end up with a lust for life, at least you'll have a crush on it. • Every bike ride is a parade of one. • And together they rode off into the sunset. • Fate has chosen your ideal mate. And it might just be metallic silver with 120 horsepower. • What walking on air actually looks like. • One of the two times in your life when your spirit will soar. • Taunt gravity. • The invitation said to bring your significant other. She thinks it’s her. • The chauffeur of your soul. • Remote controls are far more dangerous machines. • The feeling is more permanent than any tattoo. • The highway patrol can’t detect how fast your heart is racing. • Armchairs cause bedsores on the soul. • Soul searching doesn’t require a compass. • Curse the name of whoever invented the stopsign. • You know when you’re driving a car and you get to your destination without remembering the drive? He doesn’t. • Responsibility can only ride 50 mph. • Power isn’t about wearing a red tie. • Living too comfortably puts bedsores on the soul. • There are slower vehicles. They’re called hearses. • Yellow is for caution. Don’t a yellow-bellied. • If your life is going in circles, here’s how to break the centifugal force. • For some, it’s more comfortable than an armchair. • There is a messenger waiting to tell you that it’s time to go home. Hurry or he’ll catch up. Some messages last longer than tatoos. • He was going to get a tatoo. But decided he wanted something more permanant. • Put as much distance as possible between you and Responsibility. • Lust fueled by gasoline. • For two bodies to be connected so closely usually requires ligaments. • Usually when two people are this happy on the road they have cans trailing behind them. • The bike is fully assembled. And once you ride it, so are you. • the last time you felt like this there were playing cards stuck in your wheels. • Put Reason in the rearview mirror. • Find out the turning radius of your problems. • It’s sitting in front of the TV eating potato chips that’s hazardous. • Where do you drive when you daydream? • Please check one: single, married, divorced, BMW owner. • Fits tighter than OJ’s glove. • Each of us has a spiritual twin. Yours might just be metallic silver. • Who’s driving who? • The shuttle to Euphoria, now departing. • Destination: euphoria. • A machine designed to chemically inject your body with endorphines. • How odd. Heaven is what you feel when you’re most alive. • Don’t get bruises from pinching yourself. • Likewise, his spirit is soaring. • Usually you have to die to feel this good. • He died and went to Heaven without the dying part. • It’s no coincidence that angels have wings. • The Germans figured out unification long before the Berlin Wall came down. • The bike, the girlfriend. Guess which model he’ll trade in first. • The acceleration is felt in places far more intimite than your right foot. • It makes people jealous. Especially spouses. • She wonders why she sometimes feels like a third wheel. • All motorcycles are transporation. The difference is where you can go. • The road is calling. Don’t get the message on voicemail. • It would take a bisection to prove exactly which is the bike and which is the rider. • Please refrain from using the word “machine” in its presence. • Do you become more machine, or does it become more human? • Chang and Eng weren’t so close. • Let’s see. You’re either riding it, or wishing you were riding it, or thinking about the last time you rode it. Now, who’s in charge here? • Keep reminding yourself, it’s just a machine, just a machine. • Some burn incense while meditating. Others, rubber. • Scoff at gravity. • No one’s ever been pulled over for being drunk with pleasure. • Your brain doesn’t get out much. It needs a chauffeur. • Doctors who claim they can’t locate the soul aren’t using the right equipment. • Curse the stopsign. • The rider is the bike is the road is the 17 miles left until the next stopsign. • Plenty of room for luggage. Very little for baggage. • Stained glass and altars do not have a monopoly on spirituality.

Where did all of those lines lead Sally? Here's the finished product.

(Click to enlarge)




See Sally Hogshead's work and find out about her new book by taking a look at her site and blog.

Site:
http://www.sallyhogshead.com/

Hog Blog
http://www.radicalcareering.com

Molson helps you make some friends.

This is a classic Crispin Porter + Bogusky campaign from a few years ago. Perfect mix of great art direction and writing.

CLICK TO ENLARGE

"Best Buy Making the Most Out of the Recession by Being Dicks."

Ok. This is a little funny.


http://www.collegeotr.com/college_otr/best_buy_making_the_most_out_of_the_recession_by_being_dicks_18606

Write against urban blight.

Your words can speak just as loudly for causes you believe in as they do for the latest running shoe or video game.

Seattle looks back at a famous billboard penned while your parents were probably still in Jr. High School. The message is starting to ring true for a lot of towns these days. Coming soon to Oakland.
http://seattletimes.nwsource.com/html/localnews/2008696819_lightsout02m.html

I DO NOT WANT TO SEE THIS KIND OF WORK IN MY CLASSES.

(And it's not all the rage. It hurts like a mofo. Uh...that's what I've heard anyway...)

If not loving puns is wrong, I don't want to be write.

Pun intended.



Definition:
pun (pun)
noun

the use of a word, or of words which are formed or sounded alike, in such a way as to juxtapose, connect, or bring out two or more of the possible applications of the word or words, usually in a humorous way; a play on words. The one thing that will get you thrown out of Jon's copy classes.

Ok, I touched on puns a bit in Copy 1 on Monday night. I'll be honest. I was Mr. Pun when I took my first copywriting class at AAU way back in 1999. Everyone writes puns when they are learning to write copy. But I will break you of it over the course of the semester. You better believe it.

Just to be clear. In general puns are a big NO NO in advertising. Both visually and written.

It says, "This product or service doesn't have anything going for it so the best i could do was this punny headline."

Now the line between a pun being acceptable, and not, is somewhat blurred.

GE's "We bring good things to light" could be considered a pun.

Below are some of the more egregious puns.

Clover-Stornetta dairy, based in Sonoma County. "Clo" is their cow mascot.
* Tip Clo Through Your Two Lips
* Out Standing in Her Field
* Aromootherapy
* Amazing Graze

Glass Co.
* Show us your crack!

Name of an adult store.
* Bed Behavior

Porto-potty Co. (Portable urinals and toilets)
* We're #1 and #2 in the business.

Oregon Sod Co.
* We just keep rollin' a lawn!

Mushroom Co.
* We're "fun-guys" to cook with. (Get it, fungi? hehe)

Shoe company
* Free your sole.

Now to Kenneth Cole. He deserves his own section.

Kenneth Cole: Please put your pen down and step away from your keyboard. -Jon

Fashion designer Kenneth Cole, known as the world's worst copywriter, is the master of puns. He writes his own copy and thinks he is quite good at it. Most likely because the people around him do not have the balls to raise their hands and say that he's a complete hack. Here are a few of his dreadful puns.

The week after September 11th, 2001, Kenneth Cole takes advantage of this historic and devastating tragedy by saying:

"GOD DRESS AMERICA" on billboards in Manhattan.

More recently, Kenneth Cole said this about the plane landing in the Hudson.


His new book and blog.


Bad.




















So bad.


Superbad. (Not to mention the worst "see/say" I have ever seen in my young 7 years in the business)


Caveat: I will say that we live in a country in which free speech is a blessing and a divine right. Unfortunately, Kenneth Cole should be the first person to have these rights revoked.

This was just a sampling. I know you are all smart, and get it, so I won't belabor this lesson in puns.

Bottom line. Stay away from puns. If you are not sure if something you've written is a pun, you can always ask me.

Have you seen a pun in an ad? Please share some puns with us here.

-Jon

Hmmmm...Skittles

Agency: Chiat Day/NYC
Copywriter: Ashley Marshall

Look at her portfolio. What is Ashley's voice?

http://www.ashleywrite.com/

Click to enlarge.

Essex Ship Builders from Mullen

Agency: Mullen/Wenham, Mass
Copywriter: Bryan Karr (Look at his site. Does he have a unique voice?)

http://www.bryankarr.com/

Click to enlarge.

Haggar from Crispin

Copywriters: Evan Fry, Bob Cianfrone

Sometimes the copy in a campaign gets worse and worse with each execution. Case in point Haggar. The first three are good but then it sputters out.

Click to enlarge.

Featured voice: Jim LeMaitre

As I mentioned in Copy 2 class, Jim was my instructor in my last semester at the academy way back in 2002. The economy had taken a downturn so some of the best creatives in the business made themselves available to teach. I rebuilt my entire book in that semester alone due to their inspiration and guidance.

Jim's Voice
Jim is a comedy copywriter. A bit of irony mixed in with tongue and cheek humor. That's his voice and he's made a good career using just that voice, or style. That's not to say he hasn't changed his voice for other accounts along the way. He can write serious and smart, too. Jim has most recently worked at BBDO in NYC.

Take a look at some of Jim's work below.

Fedex- "Caveman"


Snickers- "Bald"

Finding your voice.

A couple of you have spoken to me about your wanting to learn more about finding your voice as a writer. Tone is another story. Not to say that you art directors do not have a unique voice;-) I'll tell you right now that it's not an easy thing to do, this finding your voice. That's why they call it "finding your voice". It will hide from you. Maybe all the way to your final semester. It's something that cannot be merely taught but it comes through writing, writing, writing, and writing some more. It comes through experience. Before you know it you'll have your voice. And in the coming weeks I will no doubt see that each of you have a unique voice and will point it out to you. But don't expect to see it or notice it on your own. It will most likely take myself or your classmates to point out your voice through feedback or critiquing. Your voice is something you develop over time. That's the only way to do it.

But what are some voices?

1. Dry, deadpan sense of humor with maybe a bit of sarcasm.
2. Just plain funny. In his/her next career this writer will most likely be writing for The Office.
3. Serious, smart with a dose of charm. This writer can explain product attributes in a serious but entertaining way.
4. Some have a voice like a retired old gruff italian NYC cop. Or maybe Tony Soprano. Ba da bing, ba da boom.
5. Is your voice like a bucket of nails? A little rusty like the Harley ads.

That is just a taste of some of the voices that are out there.

Now I don't want to be a total joy killer, but there is a downfall to finding your voice and sticking to it. You can possibly be pigeon-holed into writing in that voice at an agency meaning that you might be stuck on a specific account. Let's say the writer on the Harley-Davidson account wants to work on the World Wildlife Fund account. His/her CD might be hesitant because his/her voice is not a good match for the tone the client wants. An opportunity missed. What I'm getting at here is that having one voice could hinder your career. Maybe you have a few voices. Showing a CD that you can write in a few voices makes you more valuable as a writer. Will most likely increase your chances of getting hired. Take my word for it. I've been in the business for 7 years and have seen people laid off when the account leaves the agency because they are not a good fit on any of the other accounts at the agency. Thankfully when the Xbox account left AKQA briefly, my CD put me on the Nike, Palm, and Visa accounts. They felt confident I could write for those distinctly different accounts.

Maybe we should be talking about your style instead of your voice? Because let's face it. You are never going to be able to change the voice of a brand. Maybe you should think about what brand you want to work on. Nike has a unique voice. It has attitude. It's empowering. Adapt your voice to Nike perhaps.

With all of that said I agree that in ad school we get so caught up in just thinking of great ideas and how to make an ad that not enough time is spent on finding your voice. And that much of the portfolios that you see have pretty much the same voice.

But i promise all of you that by the time you are about to graduate, your voice will be like a finely tuned instrument. No, YOUR STYLE, will be like a finely tuned instrument. Your thinking is your voice. The way that you look at the world and solve a problem in your ad. Just concentrate on thinking of ideas in a new way. Your voice is most likely hiding there.

Good luck this week. Please email me at copyslingers@gmail.com if you have any questions. Or stop by my office at 60 Federal. I'll post my office hours in a separate posting.

-Jon

Useful links about voice:
http://www.copywritingmaven.com/2006/06/18/finding-your-copywriters-voice/

My dear Copy Slingers

Welcome to Copy Slingers. Your very own blog made just for you. But what's a "copy slinger" you might ask? It's one who is armed with deadly word smithing skills and isn't afraid to bust them out in a blink of an eye. The "Crouching Tiger" of words. You will become a fearsome gang of writers when I'm done with you. Agencies from Singapore to NYC will forever tread cautiously, for a Copy Slinger could be lurking around the corner, waiting to shake things up with ideas that are beyond mere mortals. Now go forth and use this blog as a source of inspiration for your young copywriting aspirations throughout this semester and beyond. Please make comments and submit ads you've found that you'd like to share. Send to copyslingers@gmail.com and I will post for everyone to see. Send in Print, TV, Outdoor, Web, Viral--Anything. You are indeed just young copy grasshoppers now, but the world will know your name one day. And you will take my job.

-Jon

Your favorite instructor

Copywriting 1 Syllabus
Copywriting 1 Syllabus

Publish at Scribd or explore others:

Copywriting 1 Course Description
Copywriting 1 Course

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Copywriting 2 Syllabus
Copywriting 2

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Copywriting 2 Course Description
Copywriting 2(Course Outline)

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Telecom Italia introduces a new way to commicate with the world.

Nike Golf writes a novel.

If you have the patience for 18 holes of golf, you'll surely have the patience for this. Do people read this much ad copy? They do if it's good.

Agency: Wieden + Kennedy

Click to enlarge.

Nike says listen to Johnny Mac or else.

This is the temper tantrum of advice columns.

Agency: Weiden + Kennedy

Click to enlarge. (If you dare)

Harley ads beat the crap out of other ads and then smoke a cigarette after.

Let's be honest. Harley motorcycles are bad-ass. It's the preferred ride of convicted felons or the people who just like to pretend they are. And their adverting delivers on this attitude. Every bitchin' last word.

Agency: Carmichael Lynch

Click to enlarge.

Hell have no fury like Gert Boyle of Columbia Sportswear

Mother Boyle, founder/spokesperson/matriarch of Columbia, tells it like it is. And she doesn't hold back when it comes to her ads either.

Agency: Borders, Perrin & Norrander

Click to enlarge.


BODY COPY

F. Scott Fitzgerald
Copywriter

Hugh Hefner
Copywriter (oh yes, it's true)

Salman Rushdie
Copywriter

Copywriting on Wiki

http://en.wikipedia.org/wiki/Copywriting

Believe in Masterchief

Client: Xbox Halo 3

Agencies: McCann-Erickson/AKQA, San Francisco

This started with copywriters. You all of are capable of your own "Halo 3" someday.

Watch the TV spots below and then go to the site.

http://halo3.com/believe

Think small.

Agency: Doyle Dane Bernbach, 1959
Copywriter: Julian Koenig
#1 in Ad Age's Top 100 Ad Campaigns

Think small. Two words that flipped the American auto industry on its head. Detroit was all about big big big! The lower the gas mileage the better. The more steel the better. America adored their land yaughts. This campaign asked Americans to think small. And in doing so sparked a revolution that was anything but, small.