TELEVISION: Coca Cola: Superbowl TV Spot
An alien hand shakes the hand of an astronaut. A spaceship journeys through space. Earth is up ahead. News screen reads: “Astronaut returns from advanced Alien planet” The astronaut steps out. A massive crowd excitedly cheers for him. The astronaut is on talk shows, but you can see through his smile that he is sad. The astronaut views the Grand Canyon with defeated indifference. He pushes in his plate at a fancy Italian restaurant. He falls asleep at the orchestra. Everybody expects him to be happy, but he is always sad. Always longing. He looks to the stars and sighs. Scores of important looking people walk grand, Washington DC style steps. A poster of the astronaut is behind an empty podium. People look at their watches. The astronaut is sitting at the bottom of the steps. He is sad. He looks longingly up at the stars. A little girl sits next to him. He barely notices her. She slides him a Coca Cola in a glass. He takes a sip and smiles big. He nods to the little girl and runs up the steps. Coke: A product of Earth.
Dave’s Gourmet Hot Sauce – TV Spots
A pudgy construction worker is on his lunch break. He adds Dave’s Gourmet Hot Sauce to his sandwich. He takes a bite, and exclaims: “Smokin’!” A beautiful woman that is waking by is offended by his supposed “cat‐calling”. He doesn’t notice. He takes another bite, and says, “Wow, hot, hot hot!” Another beautiful woman that is walking by says, “You wish!” He doesn’t notice. He is involved in his sandwich. A third beautiful woman walks by. He exclaims, “Sizzlin’! … And gourmet!” Show a screen with a bottle of Dave’s slamming down. “So good you’ll want to shout/ It’ll make you want to shout./ You’ll be shouting for Dave’s./ etc.” Now the third woman is sitting next to him. “Nobody has ever called me gourmet before,” she says with sincerity. The construction worker is very confused but happy with his luck. This spot works because the joke is simple and funny, and because it taps into the two biggest benefits of Daves’s Gourmet: the heat and the taste. Here’s another idea that I like: A teenage boy has eaten all the hot foods of the world. Pepper, sauces, weird dishes, chips, etc. He declares: “Nothing is too hot for me!” A challenger appears with Dave’s Gourmet. The commercial is very cinematic and has the feel of an Old Western shootout. After a lot of tension, the teenage boy tries Dave’s Gourmet. He takes a moment, and then plainly says, “That was very spicy.” The ending is deadpan, anti‐climax, surprising and hilarious.
Golf Channel – TV Spot:
A man gets a phone call. His friends have canceled golf on him. The man is disappointed. He wanted to play golf and now he is without plans. He vacuums, and as he walks to the corner of his room he vacuums his tracks, just like raking the foot steps in a sand trap. He sweeps the floor, and gets down low to inspect like he is preparing a putt. He tosses pieces of paper into a trashcan and barely misses. He calls it a “Gimme.” He tries to flush the toilet, but like a short putt, he most tap it with finesse. More cleaning the house/ golf moments. His wife comes home. “Wow, the house is really clean. I thought you were going golfing?” The man smiles to himself. “Golf’s Home” (their current official slogan) Another option: “It’s always tee time here.” (“You always have a tee time here” seemed too inclusive and golf is somewhat elitist) Explanation: I think the Golf Channel gets by just fine making golf look beautiful and awesome and legendary and full of great moments, but it wouldn’t hurt to inject humor every once in awhile. I think this spot would do some good for the Golf Channel.
Life Insurance TV Spot This spot is funny and real with a touch of sadness. Do you know those “Things ________ say?” videos? (girls, college students, people in long distance relationships, gym rats, etc.) They are popular online. If you go to a party or a funeral or anywhere, you know that people often say iterations of “Can you believe how old we are/ how long ago _____ was?” Combining these two ideas together, I have created an entertaining and ultimately message driven life insurance ad. The ad will follow a boy and his friends throughout life when they ask these questions. “Can you believe that we go to high school next week?” “Can you believe that my older brother can drive?” “It’s just so weird that I have my license.” “Can you believe that college is almost over?” “That movie is NOT a decade old already! Really?” “Can you believe I’m getting married?” “Two kids. I know. I can’t believe it either.” “Suddenly, I’m the old guy at the office.” “I don’t want to say they grow up so fast, but… they grow up so fast.” “Can you believe it’s been twenty years, sweetheart?” “55. I know. Don’t remind me.” “Her graduation seemed like yesterday.” “Can you believe I’m getting ready to retire?” “Can you believe…” Yes, we can. Oxford Life Insurance.
Life lives life.
I envision a campaign for jeans that’s asking why we willingly experience all of the tough, fantastic, mundane, beautiful and frightening parts of existence. Why do we do it? Because… Live Lives Life. Man Made By Mother Nature.
Alternatives: Man Made For Mother Nature. Man Made With Mother Nature. Mother Nature Made. A Man Needs His Mother Nature. Man’s made for Mother Nature. I wanted to include a sample of copywriting that was green friendly and full of potential for a range of products and services that wanted to express their connection with environmentally friendly products and practices.
Groupon: Sample your city.
At first, sample seems like a weak word. It’s not very aggressive, but “Experience” would be too dull with this copy. Groupon is organized through cities, and Groupon prompts users to try new products and services within that city. Combining these two main product features, “Sample Your City” is a call to action to get to know your city better. Go And Make The World A Smaller Place.
This is a youthful, optimistic call to action to travel the world because of an airline company’s lower airfare. As a print ad, there would be young people mingling at a European pub, bungee jumping, etc. Mike’s Hard: Let’s go hard tonight. An ironic statement, redefining “going hard” as enjoying a few Mike’s Hard Lemonades with good friends. There is danger in this campaign of drawing attention to party drinking, but I am confident that this message could be successfully conveyed. For the first commercial, I have an idea where a man goes to meet his old college friends. His wife jokingly warns him about how crazy they used to get. The friend says, “We’re going hard tonight.” The man is nervous, but when he gets there it’s just friends on a back porch drinking a few Mike’s Hard Lemonades.
Print and Specialty Advertising: Chrysler : Print Ad (Potential for other media)
Image: Picture a tough, smart looking Chrysler crossover SUV, sitting proudly atop of faintly glowing rubble. Copy: “The Phoenix bird rises from the ashes of its past self, returning once again to its legendary strength. “ (possibly) “Sound familiar? Chrysler: Imported From Detroit./ Here to stay.” Reasoning: I wanted to play off of the “Imported From Detroit” campaign. I don’t know if a direct connection needs to be made, or if people connecting it themselves is more effective. Chrysler may have moved on from this message, but great comebacks take time, hard work and convincing. That being said, I think there is something to be said for Chrysler reforming its past self to bring about a new, stronger Chrysler.
Chapstick: Outdoor/ Out of the box Ad
Take a chewed up, pot hole ridden section of road, and smooth it over. Repave it, if necessary, making it a remarkably smooth surface and driving experience. Directly apply an all‐weather adhesive film to the road. (Option: Billboard) Big, simple, eye‐catching and Chapstick Pink. The message that will be relayed: “Chaptstick… The wonders of smooth.” / “Chapstick smooth.” Consumers just saw the benefits of smooth first hand. This will more than make back money through sales, but it will garner big internet attention. . Special advertising – Privacy guards Working from the out, in, I came up with a clever placement for an ad touting the benefits of privacy. Place a durable print ad between the doorframe and the door of a restaurant bathroom stall. The copy can be funny, but the placement is already humorous enough. The words should be direct, because the ad is already unique.
“Appreciate your privacy? So do we.” “Too much privacy is never a bad thing.” This could work great for some financial service or online service where privacy is a priority.
Subversive Advertising: Fighting the DVR/ No Excuses! – TV Spot A woman is in labor. Wife: Honey, you need to be here! The muscular spokesman hangs up his phone. He is being attacked by a bear. Spokesman: I don’t make excuses. The spokesman shows up to the birth wearing a bearskin on his back. Spokesman: So, do I complain that you can just DVR right through this commercial? Hell, no! Go ahead, fast forward! Spokesman starts running. Spokesman: Look how fast I’m going! Skip forward. Do it! Now it looks like I’ve invented teleportation. Pause it. Disrupt my flow. Pause it! Spokesman flexes his muscles and gives a big, charming grin. Spokesman: Look at those muscles! Look at that logo. You want to buy this gear. Spokesman: Winners don’t need excuses. Under Armour. Explanation: Outrageous? Yes. Perfect for Under Armour? Debatable. Recent trends in bold advertising might say yes. Either way, this is creative and very full of potential for many brands and stories.
Interactive Internet Ad: Are you not entertained?
Copy: This ad would play during a 30 second or minute spot before an online commercial. A spokesperson would speak directly to viewer. “It’s the 21st Century. We live in a pre post‐post‐post modern time. We all know how commercials work. We entertain and educate you in the hopes that you’ll buy our product. Why do we play this game? We’re offering you the chance to pick your entertainment, and then we will sell you. Take a look, we’ve got good stuff.” The options would/ could be: An incredibly hot girl dancing, a cat trying to climb up a cabinet, dialogue that seems to be from a quirky indie movie, a car chase and facts about outer space. Afterwards, the spokesperson would say: “Now, buy our product. It’s great and you will be glad that you purchased it. Buy. Buy. Buy!” Explanation: Obviously, many companies would not want to go this option, but a freer and younger product could go this route and garner a lot of attention. This would snap people out of the advertising daze and really make them laugh
More Experience: Some of my best Tweets: Note: I pride myself in my short bursts of creativity, wit and awareness. I believe that these Tweets exemplify these traits: Medusa always loses staring contests. By scarf logic, the difference between infinity and five feet is a pair of scissors. Successful advertising career: Client "We want people to think of trust & security with JP Morgan." Me "Trust. Security. JP Morgan." #raise Is the LIz Phair (musician) Fair (carnival) fare (food) fare (cost) fair (just)? It would be great to be such a famous and respected screenwriter that you could use awful fonts in your screenplays and still get millions Saw city meet nature artfully during my rainstorm walk, & I didn't Instagram it. Only I get to see the puddle that looked like a face. As a tall person, I could greatly increase the selection of pants that I could wear by playing them off as capris. My glass of iced coffee let me earn some wisdom today; if you put the first couple of ice cubes in gently, the rest of them won't splash. The phenomenon of mishearing the lyrics of a song and accidentally making the song more meaningful. Putting your hand in the wake of a speed boat is great exercise, and you can pretend that you are high-fiving Poseidon. Band Name: The World Burn. Some people just want to watch The World Burn. Saw a four stores plaza that included: a dojo, an oyster bar, a tattoo parlor and a DUI help center. There's a story in there somewhere. Twitter Adds 18 Characters, Illiteracy Cut In Half Overnight I hope that sometimes I'm the person that people think of out of nowhere for the first time in years and then softly chuckle to themselves. I tell personal stories as if I learned the wisdom before the lesson. Who do I have to screw to get laid around here?
Heard a "man rule" that you can't make eye contact with men while eating a banana. Fine, but I'm going to stare 'em down while eating apples. I wish that I could pull off every dumb thing that I do as #satire Behind most pretentious music loving hipster assholes is somebody that is defending real and deep connections with music.#thomyorkegetsme Dandelions are the hydra dragons of weeds. Is it ironic if you get a hangover from bloody marys?
AMC’s The Pitch: My Thoughts: I watched AMC’s The Pitch right as I was fresh out of college and had decided that I could make a great copywriter. As I was watching these professional studios create campaigns, I found that I was coming up with ideas within five minutes that were on par with whole creative studios. For Subway to appeal to young people and get them interested in morning purchases, I immediately thought of online media. A Subway poll that asks: “When do you have to wake up in the morning? The options will range from “Before 7 AM” all the way to “Whenever I feel like it.” After an answer is clicked on, the ad will say, “Man, that sucks. A Subway breakfast sandwich will ease the pain.” Or “Lucky! Let the good times roll with a Subway breakfast sandwich.” Also, Foursquare awards people as “Mayor” for checking in the most times. I was thinking that Subway could award people as “Breakfast king/ mayor” to people that check in the most in the AM. For a challenge that asked advertisers to show the transformative power of trash (by Waste Management), I thought of the campaign slogan: “Trash Can.”
Another team thought of that exact same slogan, and I was completely shocked. I was also completely shocked when they lost, but the other team had a fuller media plan. For a Type One Diabetes Awareness campaign, my first thought was: “This effects every1.” Ultimately, this doesn’t hook into people, which is what it really needs to do. It does give me a great starting point, though. Pop Chips wanted a viral event that got people’s attention. I came up with a very similar, obvious and solid idea as another team. A flash mob that focused on “Pop” would get the world’s attention. Roll out bubble wrap for people to jump on, have an impromptu (but choreographed) dance/ flash mob using trampolines and balloons and whatnot. Pass out chips and balloons. Some slogans for the event: “Play. _______. Pop.” I can’t think of the middle word. Also “The power of pop.” Graphic Design Portfolio: This is a link to a friend’s graphic design portfolio. He is one of the best that I know. I helped him with some of his wording, explanation and humor. http://alexsheyn.com/
Extra: Running Shoe: SubCampaign
TV Spot: A young woman is walking down the street. She wears running shoes. She carefully avoids cracks in the pavement and steps in each block exactly once. Sometimes this is more difficult and she has to athletically maneuver the sidewalk. The blocks on the sidewalk become bigger. She takes a deep breath and goes into a full‐on run so that she steps in every square once. Tagline: Whatever it takes will take you there. I want to create a small series of ads that get across this same message: Whatever gets you exercising, or even on a broader level, going, is positive. The campaign would show different, inventive ways in which people get into exercising. They could be increasingly elaborate and unique, or more genuine. The ads would have an air of curiosity while you figure out what people are doing. They will all come together at the end, and for this they will be widely recognizable. These ads can take on a more serious tone, fun, or a mix. These spots contain mystery, involvement, a punch line and a call for action. Exercise any way that you can. Oh, and buy some running to go along with your workouts.
Art School: Radio Spot This ad is bold and direct in a way that will really work will with content and the target audience. “Are you art? Well… are you? Only you know the answer to this. Only you truly know yourself. Nobody else can tell you otherwise. So, take the time to decide if you truly have what it takes to be an artist. Only some of us do. Do you have the talent, the sacrifice, the eye, the patience, the something special? (beat) So, are you art? If so, we’re waiting for you at the Art Institute of Springfield.” For the same reason that I think a lot of advertising is effective, I believe that this message will work. People know that they are being sold something, and people know that half of everybody is below average, but they think that they are the exception. This is against the odds. This ad is telling them that being an artist is tough and that only some can do it, and people register that. They will think of all of the people that can’t do it, but they will believe in themselves. They know themselves better, their thoughts better, and for that they will give themselves extra credit. This ad is inspiring in an odd way. It’s the way where people don’t like to be told their limitations. The message is strong and will resonant with the target audience.
Conclusion: Like what you saw? I’ve got more. Some scripts include babies desperately learning to talk, gym rats revealing that they have huge guts, a mom needing coffee, local focus, national power, print, internet, film, fun, smart, strategic and successful. I’d love to come in and show you all that I can do for your company.
Published on Sep 12, 2012
My portfolio is a demonstration of what I can provide for your company. I can tell stories. I understand the consumer. I have bold ideas and...