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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.
 
 



Slogans: 


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.

 
 



Diverse Copywriting Portfolio