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Archive for the ‘Advertising’ Category

Spain Lottery Commercial

with 4 comments

Cyber Grand Prix at Cannes

Despite the lottery being a complete waste of money and attention, this is a fetching commercial.

But how about that soundtrack? Wow.

Written by kirkistan

June 23, 2016 at 10:46 am

Trump 2016–Japan Inspired

with 7 comments

Something to look forward to.

Written by kirkistan

June 16, 2016 at 9:53 am

Hey—You Can’t Say That

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On Students Subverting Form

Some of my copywriting students were eager for more direction on how to use the forms of communication. Some were eager to go species-by-species and list out the formulas for producing them: How to write a print ad. How to write a direct mail. How to script a broadcast ad. How to write and then say the magic words that get you hired.

I taught that class a few years back. It was all about working through the various forms of corporate communication and learning to write in just that style and toward just that end. I taught it for years until I realized everything inside me was shouting for students to run, to break with the form and find a new way to say what they need to say.RarelyFollowedRules-20160506

For today’s copywriting students I was able to point to my beloved copy of Alastair Crompton’s The Craft of Copywriting (long out of print, I believe). Mr. Crompton offered lots of rules that probably worked well in 1979 and some of which still apply. Various copywriters have offered sets of rules over the years. Some stick. Some don’t. Bernbach, Burnett, Ogilvy and Reeves all visited our classroom from time to time in written and oral form. They each had a golden rule or two. And, of course, James Webb Young’s old Technique for Producing Ideas.

In truth, there are some general notions and guidelines and, well, forms (if you must) that apply. But over the years I’ve thought of those as only the receptacle of the really important thing: the idea. It is the idea I’m fixated on and I tried to communicate that to students. Ideas come from grappling to combine something old and something new, something borrowed (from an audience need or desire) and something that can woo. As far as I can tell, there are no formulas for producing ideas, only the setting up of conditions that may lead to ideas.

But, you know, no guarantees.

As many of my students said, “You can’t manufacture ideas.” To which I would always respond, “Or can you?”

Forms and formulas are there and they can be useful. But forms and formulas don’t carry much life. And mastering the forms and formulas, for a beginning copywriter, seems like a starting point. But is it a good starting point? I don’t think so.

The writer’s task is to breathe life into an old form or subvert it or discard it. The key is always and forevermore to put life on a page.

Forms and formulas will always bow before life on a page.

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Dumb Sketch: Kirk Livingston

Written by kirkistan

May 6, 2016 at 8:01 am

Can Crying Newborns Sell Groceries in Paris?

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Well, lets see:

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Via Ads of the World

Written by kirkistan

March 11, 2016 at 11:30 am

On Creating: “Hello Problem, Please Sit with Me”

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From Distraction to Focus

We stare at the problem until we can’t think straight. And when blood runs from our ears, then we have just begun.

This quote from a Minneapolis copywriter describes the creative process that drives his role in the industry. What does it take to come up with a creative solution that is beyond the first 5, 10 or 20 thoughts that pop into anyone’s head? What is creativity, anyway, and why should I care?

  • First the bad news: creativity requires deep focus.
  • And now the good news: you are capable of deep focus.
"Look Again: Expanding Feminist Possibilities," Groot Gallery, St. Olaf College

“Look Again: Expanding Feminist Possibilities,” Groot Gallery, St. Olaf College

In our age of near constant distraction, how does anyone slip into the focus-cave? How does anyone keep distraction at bay, apply sustained attention, and lose track of time in the process? It turns out there are solid answers to those questions. Those answers arrive from a mix of personal experience from people who create regularly, from a bit of theory, and then from experimentation with what works for you.

One thing is certain about focus: it can bring a healing wholeness with it. Just ask any person who regularly creates, and hear them talk about “flow” or the zone or getting into that space of just doing it.

Creating is not for the faint of heart. Because to create is to dwell with ambiguity: could be this. Could be that. If you change this piece—or flip the entire story or image—everything looks different and maybe even makes more sense. Very little is defined when creating and, in fact, you are doing your own defining

A group of students and I have turned a corner this week. We’ve gone from feeding the internet with content that builds communities to feeding creativity that can solve real-world problems. And just like when we work different muscles with cardiovascular versus weight training, this move from rapid creation to deep problem-solving wants a different set of brainwaves. We’re moving from intense listening and rapid creation to sitting with a problem and iterating our way out.

One of our bigger tasks is to train ourselves not be satisfied with the first, easy solution. We’ll learn how to bend time and write fast while you still know nothing, and how to lift and separate and how to map your way around a problem and how to start at the top again and again. And how to grind through to get to a better solution.

But all that needs focus.

And focus means not picking your phone up for 60 minutes.

And that is a struggle.

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Image credit: Kirk Livingston

Hershey’s: Not a Super-Bowl Spot

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“Hi Ted.”

Via Adfreak

Written by kirkistan

February 7, 2016 at 10:08 am

Stephen Fry’s Voice Serving Heathrow

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Please speak human

Copywriters try to harness voice to say their client’s message. There’s lots of talk about being on brand these days, and for copywriters that means speaking in the voice of the brand. But voice must always be human to be heard. That’s why press releases and spokespeople are so easily dismissed—they generally don’t sound human.

John Cleese felt he could perform Basil Fawlty for Specsavers because the voice they wanted was true to the character he had created. He had refused many opportunities because unfunny scripts deviated from that character.

Check out how Stephen Fry voices a gentle, unhurried, humorous take on a place that launches an airplane every 45 seconds.

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Via Ads of the World

Written by kirkistan

January 14, 2016 at 8:07 am

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