tag:blogger.com,1999:blog-331900582024-02-22T12:57:34.753-06:00Ask A CopywriterAdvertising should be a force for good. At the very least, it should be great.Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.comBlogger800125tag:blogger.com,1999:blog-33190058.post-42972545717149527432014-01-23T10:27:00.002-06:002014-01-23T13:35:26.800-06:00When promoted tweets go wrong<div dir="ltr" style="text-align: left;" trbidi="on">Promoted tweets are the window to the soul of your brand. And how people respond reveals more than what you post. <br />
<br />
<a href="https://twitter.com/McDonalds/status/426014512634802176" target="_blank" >@McDonalds ran this one</a> this morning. From an analytics perspective, the retweets and favorites probably outweigh the negative comments. <br />
But nothing here gives me a good feeling about grabbing breakfast at McDonald’s. The bad instagram-esque photo isn't doing them any favors and the copy is even flatter.<br />
<br />
If you're going to <a href="http://adcontrarian.blogspot.com/2014/01/part-2-slow-painful-collapse-of-social.html" target="_blank" >use social</a> as a <a href="http://www.askacopywriter.com/2013/10/social-is-broadcast-medium.html" target="_blank" >broadcast medium</a>, why not make the extra effort to create a message that actually inspires or entertains?<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilgPN3lLYMXJlccA3lV34Sio-lgdaTehi4T9Jn11hy8kfsNFYQpEBZr9teMpIdzzH-JSbPydRQIJl5q9E2wKr2HQqD_ySkc2zIKpPyv76fRTiRb4eE8PrcSsfIuKQxqpHdt2t3rw/s1600/McDonalds_Promoted_Tweet.tiff" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilgPN3lLYMXJlccA3lV34Sio-lgdaTehi4T9Jn11hy8kfsNFYQpEBZr9teMpIdzzH-JSbPydRQIJl5q9E2wKr2HQqD_ySkc2zIKpPyv76fRTiRb4eE8PrcSsfIuKQxqpHdt2t3rw/s1600/McDonalds_Promoted_Tweet.tiff" /></a></div></div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-39928987412896142592013-10-15T13:43:00.001-05:002013-10-15T13:45:03.988-05:00Skechers makes me fearful for my future<div dir="ltr" style="text-align: left;" trbidi="on"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWYfns5DolfIM6O4xy513nkZI0rp4LGDzgWBRzavGV7_uZmAgubTm-HOtDzvAhI2ENtp7AVSMv3_nemayeyLWINd6mfjXtXv-hyyg63hhaf3qsjdznhHDA3z9QD4e5jpitViMlBw/s1600/Skechers_Daddys_Money.jpg" imageanchor="1" ><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWYfns5DolfIM6O4xy513nkZI0rp4LGDzgWBRzavGV7_uZmAgubTm-HOtDzvAhI2ENtp7AVSMv3_nemayeyLWINd6mfjXtXv-hyyg63hhaf3qsjdznhHDA3z9QD4e5jpitViMlBw/s400/Skechers_Daddys_Money.jpg" /></a><br />
As the father of two girls, <a href=" https://twitter.com/Daddys_Money" target="_blank" >this</a> <a href="http://instagram.com/daddys_money#" target="_blank" >terrifies</a> me. <br />
<iframe width="640" height="360" src="//www.youtube.com/embed/6rPcZwZiM1Y" frameborder="0" allowfullscreen></iframe><br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-46147805638740470082013-10-01T10:38:00.000-05:002013-10-02T13:02:40.046-05:00Social is a broadcast medium<div dir="ltr" style="text-align: left;" trbidi="on">Don't worry social media ninjas and gurus, it's still a game-changer for joining the conversation. If you do it with a touch of craft, meaningful engagement and valuable content are still social's greatest strengths. <br />
<p>But IPO & buyout fever has induced a more traditional approach of buying eyeballs instead of earning them. <br />
<p>Of course, it's all a waste if you don't follow this rule: Make something worth sharing and people will.<br />
<p>Pretty well executed example from Honda using a promoted celebrity tweet to drive views of a TV commercial:<br />
<blockquote class="twitter-tweet"><p>Loved playing Dwight for 200 episodes but my new favorite role? A gummy bear who gets sucked into a <a href="https://twitter.com/Honda">@Honda</a>! <a href="http://t.co/g4vHXhBHHI">http://t.co/g4vHXhBHHI</a></p>— RainnWilson (@rainnwilson) <a href="https://twitter.com/rainnwilson/statuses/374963059615203328">September 3, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><br />
<p>UPDATE: @Honda did <a href="http://www.adweek.com/adfreak/honda-warns-snack-brands-twitter-about-odysseys-car-vacuum-cleaner-152830" target="_blank" >a ton of fun tweets to warn snack food brands</a> about the Odyssey's built-in vacuum. A few examples:<br />
<blockquote class="twitter-tweet">.<a href="https://twitter.com/Oreo">@Oreo</a> Did we mention the <a href="https://twitter.com/search?q=%23MegaStuf&src=hash">#MegaStuf</a> setting? <a href="http://t.co/t4LY4o4GSq">pic.twitter.com/t4LY4o4GSq</a></p>— Honda (@Honda) <a href="https://twitter.com/Honda/statuses/385245008007143424">October 2, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><br />
<blockquote class="twitter-tweet"><a href="https://twitter.com/Honda">@Honda</a> The popcorn-devouring HondaVAC is in for a treat when it discovers and eats up lost Orville pieces!</p>— Orville Redenbachers (@OrvillePopcorn) <a href="https://twitter.com/OrvillePopcorn/statuses/385086188329000960">October 1, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><br />
<blockquote class="twitter-tweet"><a href="https://twitter.com/PopSecret">@PopSecret</a> but what if one of the kernels remains unpopped? That's when fear sets in. <a href="http://t.co/luwaBW0x59">http://t.co/luwaBW0x59</a></p>— Honda (@Honda) <a href="https://twitter.com/Honda/statuses/385119356226502656">October 1, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> <br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-77008359954095531792013-09-25T09:30:00.000-05:002013-09-25T09:30:01.771-05:00Don't poison the well<div dir="ltr" style="text-align: left;" trbidi="on"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBcrJSTLekEg7tC1ydwd8v2BE66Es3KMh2KrgrDThFckjmDT7IkWByq7l4TA-w3-xs3GIx49A4rXzNKPtvdajg4_K0VLTkeoP_vzoRy6pEN_MbmrLzu0VENORmF2l-szBfS9-OQA/s1600/American_Copywriter_Quiet.jpg" imageanchor="1" ><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBcrJSTLekEg7tC1ydwd8v2BE66Es3KMh2KrgrDThFckjmDT7IkWByq7l4TA-w3-xs3GIx49A4rXzNKPtvdajg4_K0VLTkeoP_vzoRy6pEN_MbmrLzu0VENORmF2l-szBfS9-OQA/s400/American_Copywriter_Quiet.jpg" /></a><br />
More goodness from John and Tug at <a href="https://www.facebook.com/AmericanCopywriter" target="_blank" >American Copywriter</a>.<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-85448044535898853792013-09-24T10:28:00.001-05:002013-09-26T10:43:43.321-05:00A great concept is just half the battleExecution matters. <iframe width="640" height="360" src="//www.youtube.com/embed/26bw-fF3QbY?rel=0" frameborder="0" allowfullscreen></iframe> Fuji posted this spot on youtube on February 19, 2013. <br />
And Mercedes-Benz posted the following on September 23, 2013. <iframe width="640" height="480" src="//www.youtube.com/embed/nLwML2PagbY?rel=0" frameborder="0" allowfullscreen></iframe> I believe in coincidence. And I've have seen different teams come up with the exact same idea and different agencies pitch similar campaigns more than once. So I don't care if someone saw the other spot before executing theirs. What's interesting to me is if they did something to make it their own and make it better. <br />
<p><small>(I just saw <a href="http://www.adteachings.com/post/62146124978/many-thanks-to-alert-reader-just-to-show-off-for" target="_blank" >both</a> of <a href="http://www.adteachings.com/post/62145350785/i-love-this-spot-so-simple-and-so-good-this-is" target="_blank" >these</a> spots on <a href="http://www.adteachings.com" target="_blank" >AdTeachings.com</a>, Suzanne Pope's fantastic blog. You should also follow her on twitter <a href="https://twitter.com/Suzannepope" target="_blank" >@SuzannePope</a>.)</small> <br />
<p><b>UPDATE:</b><br />
The team behind the Mercedes spot, Art Director Lucas Osis and Copywriter Nico Baumann, were interviewed by <a href="http://www.fastcocreate.com/user/teressa-iezzi" target="_blank" >Teressa Iezzi</a> in this <a href="http://www.fastcocreate.com/3018392/mercedes-scores-a-video-hit-with-dancing-chickens-that-demonstrate-stability" target="_blank" >Co.Create article</a> about how they made the spot. <br />
<p>Of course, this quote jumped out at me.<br />
<p>"We then remembered a video we’ve seen a while ago: a guy moving a chicken around while its head stood perfectly still: Exactly the same thing the Mercedes system is able to do. (A perfect analogy! But above all we wanted to create something that we would really enjoy to watch. So we tried to improve it somehow and thought: What’s better than seeing a chicken shaking? A chicken that is shaking to some funky disco music of course! And hopefully, people will agree with us."<br />
<p>I don't care if they saw the Fuji spot or one of other random <a href="https://www.google.com/search?client=safari&rls=en&q=chicken's+head+doesn't+move+video&ie=UTF-8&oe=UTF-8#q=chicken's+head+doesn't+move+video&rls=en&start=0&tbm=vid" target="_blank" >chicken head videos</a> on the internet. The key is this phrase, "<b>So we tried to improve it somehow...</b>"<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Anonymoushttp://www.blogger.com/profile/11147416305607723660noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-20477713058042204712013-09-04T23:20:00.000-05:002013-09-22T23:38:37.163-05:00Nokia destroys Samsung Galaxy in Android KitKat ad<div dir="ltr" style="text-align: left;" trbidi="on"><p>Nokia Germany tweeted this ad parodying <a href="http://BrandWriter.com/" target="_blank"> Android’s co-promotion</a> for their next operating system named after <a href="http://kitkat.com/#/techspec" target="_blank">KitKat</a>.</p><blockquote class="twitter-tweet"><p>Have a break... <a href="https://twitter.com/search?q=%23Kitkat&src=hash">#Kitkat</a> <a href="https://twitter.com/search?q=%23Nokia&src=hash">#Nokia</a> <a href="http://t.co/6OuEQIVLLj">pic.twitter.com/6OuEQIVLLj</a></p><div>— Nokia Deutschland (@NokiaHomebase)</div><div><a href="https://twitter.com/NokiaHomebase/statuses/375351338126671872">September 4, 2013</a></div></blockquote><script charset="utf-8" src="//platform.twitter.com/widgets.js" type="text/javascript"></script><br />
<small>(Via <a href="http://www.theverge.com/2013/9/4/4695282/nokia-kitkat-samsung-tweet-threat" target="_blank">The Verge</a>.)</small></p><iframe width="480" height="360" src="//www.youtube.com/embed/DHJTQbyajOA?rel=0" frameborder="0" allowfullscreen></iframe><br />
"Gimme a break, break me off a piece of that KitKat bar."<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-15684161342413378572013-08-20T23:26:00.000-05:002013-09-22T23:32:06.476-05:00The new consumes the old<div dir="ltr" style="text-align: left;" trbidi="on"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf6SY7E9uUb9JOzKWTb0fsolOPZ_Fr46_Gp2vx-rcMog5YMPd1SDpoxoFu5SL9gReKXVNlXRI7-2T-UndZe_Ghc7NndUjsAPS36BpxKDFyutXMe2UD79vZqEbLL9O2O_cB8lBfvw/s1600/iPad_ad.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf6SY7E9uUb9JOzKWTb0fsolOPZ_Fr46_Gp2vx-rcMog5YMPd1SDpoxoFu5SL9gReKXVNlXRI7-2T-UndZe_Ghc7NndUjsAPS36BpxKDFyutXMe2UD79vZqEbLL9O2O_cB8lBfvw/s1600/iPad_ad.jpg" /></a></div>Replacing all your vintage technology.<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-86122924252257133642013-07-31T10:52:00.000-05:002013-09-24T14:54:09.538-05:00It's not a phone. It's a camera.I take far more pictures than I make phone calls. No wonder smartphone commercials are focusing on their camera. <iframe width="640" height="360" src="//www.youtube.com/embed/NoVW62mwSQQ?rel=0" frameborder="0" allowfullscreen></iframe> <br />
<small>iPhone spot by TBWA\Media Arts Lab.</small> <p><iframe width="640" height="360" src="//www.youtube.com/embed/4_inH4DNStw?rel=0" frameborder="0" allowfullscreen></iframe> <small>Windows Phone spot by Crispin Porter + Bogusky.</small> <p>Which one do you like better? <p><small>(Full disclosure: Windows Phone is a <a href="http://brandwriter.com/43599/410685/client-work/windows-phone" target="_blank" >client of mine</a>.)</small> <p>UPDATE: Nokia just upped the ante. <iframe width="640" height="360" src="//www.youtube.com/embed/PqfEE_X5cpQ?rel=0" frameborder="0" allowfullscreen></iframe><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Anonymoushttp://www.blogger.com/profile/11147416305607723660noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-67496673653259634292013-07-27T23:46:00.000-05:002013-09-23T10:37:10.421-05:00How to be interesting<div dir="ltr" style="text-align: left;" trbidi="on"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMISpsxKDomOrZEAbFuJrk6oa_th31F313XHrtr1JcmKShMD5rM7q6klcvI2gE3ta-8nuccKTyDy9eMGI_KaCPF5XTPdVruqQH42teS7fLRL5yj2Lo0MSuZTBG2nUJ0O8XBxLnjg/s1600/Jessica_Hagy_How_To_Be_Interesting_2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMISpsxKDomOrZEAbFuJrk6oa_th31F313XHrtr1JcmKShMD5rM7q6klcvI2gE3ta-8nuccKTyDy9eMGI_KaCPF5XTPdVruqQH42teS7fLRL5yj2Lo0MSuZTBG2nUJ0O8XBxLnjg/s640/Jessica_Hagy_How_To_Be_Interesting_2.jpg" /></a></div><p><a href="http://wms-na.amazon-adsystem.com/20070822/US/js/link-enhancer-common.js?tag=askacop02-20" target="_blank">How to Be Interesting</a> by <a href="http://jessicahagy.info" target="_blank">Jessica Hagy</a> is a fun read and full of great advice.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtlYGerX_TvCGgXPbLWiNlRSXSOmXHemRO8ayt8k5eXJIj1UGOdNDj5iy773ndiQfXWCxvctOmlpbMrvc_qLJGORXfs7IgznUOM4BGAClab81XU4u3EJaNoyDk379o5y0_HtoirA/s1600/Jessica_Hagy_How_To_Be_Interesting_1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtlYGerX_TvCGgXPbLWiNlRSXSOmXHemRO8ayt8k5eXJIj1UGOdNDj5iy773ndiQfXWCxvctOmlpbMrvc_qLJGORXfs7IgznUOM4BGAClab81XU4u3EJaNoyDk379o5y0_HtoirA/s1600/Jessica_Hagy_How_To_Be_Interesting_1.jpg" /></a></div><br />
More pages <a href="http://brandwriter.tumblr.com/post/56521724424/how-to-be-interesting-by-jessica-hagy-is-a-fun" target="_blank" >here</a>.<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-30687185747518156342013-05-28T16:15:00.003-05:002013-05-28T16:37:46.459-05:00This is social media in a nutshellThis is a blog post of a reply to the best tweet of the day.<br />
<blockquote class="twitter-tweet"><p>Social inception RT @<a href="https://twitter.com/snerko">snerko</a> This is a tweet of a Vine of an Instagram of a Tumblr post of a Facebook post of a tweet <a href="https://t.co/wWkBL96w7c" title="https://vine.co/v/bYmxJXuIbAb">vine.co/v/bYmxJXuIbAb</a></p>— Brian Thompson (@BrandWriter) <a href="https://twitter.com/BrandWriter/status/339492195881086976">May 28, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com1tag:blogger.com,1999:blog-33190058.post-1348560275893206272013-05-13T15:33:00.000-05:002013-05-13T16:30:58.146-05:00The most interesting paid tweet in the world?Dos Equis paid Michael Ian Black to tweet about their new Facebook app and this is what happened.
<br />
<blockquote class="twitter-tweet">
I just turned myself into a Most Interesting Person with the new @<a href="https://twitter.com/dosequis">dosequis</a> Legend of You app. Check it out <a href="http://t.co/QPSueSZNQs" title="http://on.fb.me/166xmC6">on.fb.me/166xmC6</a><br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/332935038566023169">May 10, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
.@<a href="https://twitter.com/michaelianblack">michaelianblack</a> <a href="https://twitter.com/search/%23Wow">#Wow</a>! This looks <a href="https://twitter.com/search/%23definitelywrittenbyyou">#definitelywrittenbyyou</a> and not by <a href="https://twitter.com/search/%23somemarketingintern">#somemarketingintern</a> who was <a href="https://twitter.com/search/%23paidnothing">#paidnothing</a> to <a href="https://twitter.com/search/%23doyourshilling">#doyourshilling</a> for you<br />
— Joseph Fink (@PlanetofFinks) <a href="https://twitter.com/PlanetofFinks/status/333225706047811584">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/planetoffinks">planetoffinks</a> No, they wrote it and paid me thousands of dollars to run it.<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333226196445827072">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> interesting paradox cuz making a sponsored tweet for the"most interesting man"thing is the least interesting human activity<br />
— Joseph Fink (@PlanetofFinks) <a href="https://twitter.com/PlanetofFinks/status/333227730671915008">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> @<a href="https://twitter.com/dosequis">dosequis</a> cool, so Dos Equis loves 9/11 terror jokes too?<br />
— ⚓ Dave S ⚓ (@amish1979) <a href="https://twitter.com/amish1979/status/332956887496675329">May 10, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> fuck people. Anyone would copy and paste a tweet for 5000 dollars.<br />
— christine teigen (@chrissyteigen) <a href="https://twitter.com/chrissyteigen/status/333235630593146882">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/chrissyteigen">chrissyteigen</a> No shit. I'm certainly happy to do it. BTW, is there anything you need promoted?<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333237864529788929">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> Gillette Venus and Olay razors 5 blades that work to gentle exfoliate and lock in your skins moisture!<br />
— christine teigen (@chrissyteigen) <a href="https://twitter.com/chrissyteigen/status/333243918328156160">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
.@<a href="https://twitter.com/chrissyteigen">chrissyteigen</a> paid me 5k to tell you Gillete Venus and Olay Razors have 5 blades that gently exfoliate and lock in your skins' moisture!<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333245288615653377">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
Uh, I created The Harlem Shake. Ever hear of it?!? RT @<a href="https://twitter.com/bigv3999">bigv3999</a> @<a href="https://twitter.com/dosequis">dosequis</a> who is this ass hole<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333240352616099840">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/panicshits">panicshits</a> @<a href="https://twitter.com/dosequis">dosequis</a> Obviously we've done our job.<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333229146178191361">May 11, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> I am going to buy 50 cases of Dos Equis for my next party. <a href="https://twitter.com/search/%23sold">#sold</a><br />
— Mandy Boles (@WellReadWife) <a href="https://twitter.com/WellReadWife/status/333415367546388480">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
Yes @<a href="https://twitter.com/dosequis">dosequis</a> payed me to tweet. But because the blowback on it has been so unexpectedly harsh, I'm going to tweet it again for free.<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333414072798310400">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
I just turned myself into a Most Interesting Person with the new @<a href="https://twitter.com/dosequis">dosequis</a> Legend of You app. Check it out <a href="http://t.co/QPSueSZNQs" title="http://on.fb.me/166xmC6">on.fb.me/166xmC6</a><br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333414253480529922">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> Hell yeah, dawg, fuck the haters. You gotta get that cheddar!<br />
— Steve Agee (@steveagee) <a href="https://twitter.com/steveagee/status/333414993720647680">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/steveagee">steveagee</a> Are you being metaphorical or is there some actual cheddar I can have?<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333415155801141248">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/brianlynch">brianlynch</a> @<a href="https://twitter.com/dosequis">dosequis</a> It's a terrific beer drink from Canada!<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333416127860441088">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/michaelianblack">michaelianblack</a> @<a href="https://twitter.com/dosequis">dosequis</a> Canada is great! Can I only get it there, though? My point is, where can I buy this Dos Equis?<br />
— Brian Lynch (@BrianLynch) <a href="https://twitter.com/BrianLynch/status/333425098822393858">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/brianlynch">brianlynch</a> @<a href="https://twitter.com/dosequis">dosequis</a> I literally have NO idea.<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/333425438259032064">May 12, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
UPDATE: Whether you think this was good or bad for the brand, you can't deny that he's responsive:
<br />
<blockquote class="twitter-tweet">
@<a href="https://twitter.com/brandwriter">brandwriter</a> @<a href="https://twitter.com/dosequis">dosequis</a> Ha!<br />
— Michael Ian Black (@michaelianblack) <a href="https://twitter.com/michaelianblack/status/334048236149030913">May 13, 2013</a></blockquote>
<br />
A few of you have asked what my take on it is. I think the whole conversation is great. They got more traction with the ad lib replies that they would have with just the canned copy.<br />
Successful brands on social have to be flexible and okay with giving up control. But I bet there were a few nervous conference calls.<br />
The biggest lesson is to let a celebrity use their own voice instead of copy dictated by marketing and legal.<br />
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Anonymoushttp://www.blogger.com/profile/11147416305607723660noreply@blogger.com5tag:blogger.com,1999:blog-33190058.post-86919271870966562362013-02-28T17:48:00.000-06:002013-09-24T17:55:42.405-05:00"Your last good idea was not your last good idea."<div dir="ltr" style="text-align: left;" trbidi="on"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlBwStaI_cNjF2gMZtte6DfBTK-rAMB1RpmMX8Oe4IUvCxGaUOPE7BvQoVgnauT-dQC1s9u8bh11o_WpCCrweZI0hs9-P7OxCiC_se8BWq6hAyZRWtwiy79mxxf3lUf_mB-2odWw/s1600/Fear_Sucks_American_Copywriter.jpg" imageanchor="1" ><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlBwStaI_cNjF2gMZtte6DfBTK-rAMB1RpmMX8Oe4IUvCxGaUOPE7BvQoVgnauT-dQC1s9u8bh11o_WpCCrweZI0hs9-P7OxCiC_se8BWq6hAyZRWtwiy79mxxf3lUf_mB-2odWw/s400/Fear_Sucks_American_Copywriter.jpg" /></a><br />
Wisdom from <a href="https://www.facebook.com/AmericanCopywriter" target="_blank" >American Copywriter</a>.<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-43187274422282965792013-02-18T15:49:00.000-06:002013-02-18T15:49:01.711-06:00Ask Melanie Sawyer<div dir="ltr" style="text-align: left;" trbidi="on">Melanie Sawyer is currently a senior writer at DDB in Chicago. Prior to that, she worked at Euro RSCG, The Richards Group, Arnold Worldwide and BBDO. She likes traveling and peanut butter.<br />
<br />
<b>1. Why advertising?</b><br />
<br />
I was majoring in Journalism...but I loved creativity and writing, and hated research and bad news! I took an Intro to Advertising course as part of the major, and discovered you could be paid to make stuff up and (attempt to) be funny.<br />
<br />
<b>2. What advice would you give yourself when you were starting your career?</b><br />
<br />
Stop worrying! The student loans will get paid. You will get a job. Even if you don't get your dream job right away, everything is a stepping stone, and you just keep moving forward. <br />
<br />
<b>3. What’s the best thing you’ve read lately?</b><br />
<br />
<a href=" http://www.amazon.com/gp/product/B000SEGUDE/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=B000SEGUDE&linkCode=as2&tag=askacop02-20" target="_blank" >Cloud Atlas</a>, by David Mitchell. And this was well before that disjointed attempt at a movie that didn't begin to capture its brilliantly written, interwoven series of stories. Also, a short, quick read called <a href=" http://www.amazon.com/gp/product/B004YWKKEG/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=B004YWKKEG&linkCode=as2&tag=askacop02-20" target="_blank" >Sense of an Ending</a> by Julian Barnes. Very cool approach to solving a personal puzzle using unfolding memories and present day developments. <br />
<br />
<b>4. Favorite book?</b><br />
<br />
<a href="http://www.amazon.com/gp/product/0156012952/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0156012952&linkCode=as2&tag=askacop02-20" target="_blank" >All the King's Men</a> by Robert Penn Warren and <a href=" http://www.amazon.com/gp/product/0316769177/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0316769177&linkCode=as2&tag=askacop02-20" target="_blank" >Catcher in the Rye</a> by JD Salinger.<br />
<br />
<b>5. Sites you visit every day?</b><br />
<br />
<a href="http://www.slate.com" target="_blank" >Slate</a>, but I'm fairly tired of politics, so I tend to stick to the general interest stories and quirky articles. Also, <a href="http://www.theonion.com/articles/target-demographic-growing-up-right-before-wistful,31211/" target="_blank" >the Onion</a>, though I don't go there as often as I should. And <a href="https://www.facebook.com/advertising" target="_blank" >Facebook</a>, but I'm usually not sure why, because the people who post the most often are the ones with the least to say. <br />
<br />
<b>6. What do you do when you’re stuck for ideas?</b><br />
<br />
First step is to cheat--I mean, get inspired--by pulling out award show books to see how more creative people have solved problems. I've also always been partial to drawing a picture of a duck in my sketchpad. It has never helped in my entire career. But you never know when it might. <br />
<br />
<b>Thanks.</b><br />
Check out Melaine’s work <a href="http://cargocollective.com/melaniesawyer" target="_blank" >here</a>.<br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-40927403914854869892013-02-12T10:00:00.000-06:002013-02-12T10:00:10.698-06:00Does your ad stand out?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI7kVoUiNqhf1K5JI_PfipFQyCMX433QEmk1R2sKDo-7u9hQEtNmYLIIGAcTzW_1J2Gydx6hNFBN-4MJzL7NWVOAbiZkOWbDfQEN1csc9zjbRvZj3AWURPY3GNxHVZ9Nh73Da53Q/s1600/Mad_Dog_Tattoo_Removal.jpg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="400" width="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI7kVoUiNqhf1K5JI_PfipFQyCMX433QEmk1R2sKDo-7u9hQEtNmYLIIGAcTzW_1J2Gydx6hNFBN-4MJzL7NWVOAbiZkOWbDfQEN1csc9zjbRvZj3AWURPY3GNxHVZ9Nh73Da53Q/s400/Mad_Dog_Tattoo_Removal.jpg" /></a></div><p>This ad for Mad Dog Tattoo Removal jumped out at me - especially since it was surrounded by competitors' ads that look like <a href="http://www.google.com/search?um=1&hl=en&client=safari&rls=en&q=ad+laser+clinic+tattoo+removal&bav=on.2,or.r_gc.r_pw.r_qf.&bpcl=38625945&biw=1383&bih=766&ie=UTF-8&tbm=isch&source=og&sa=N&tab=wi&ei=anmmUIj5I6rS2AXYs4H4Dg#um=1&hl=en&client=safari&tbo=d&rls=en&tbm=isch&spell=1&q=laser+clinic+advertisement&sa=X&ei=iHmmUKLCAoSy2QX2qYC4BQ&ved=0CEMQvwUoAA&bav=on.2,or.r_gc.r_pw.r_qf.&fp=61d5a67483a7e0e&bpcl=38625945&biw=1383&bih=766" target="_blank">this</a>.</p><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-41663153638699179422013-02-04T11:16:00.002-06:002013-02-04T11:32:05.563-06:00My Super Bowl picks<div dir="ltr" style="text-align: left;" trbidi="on"><a href="http://www.askacopywriter.com/2013/02/the-rest-of-story-on-dodge-rams-god.html" target="_blank" >I still think Ram had the best spot of the night</a> with "God made a farmer."<br />
<p>Here are the other spots that I wish I had done:<br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/6uFQAqwbwSg?rel=0" frameborder="0" allowfullscreen></iframe><br />
Coke Chase is beautiful, fun and had a social voting component baked it. It's just a shame <a href="http://CokeChase.com/" target="_blank" >CokeChase.com</a> crashed shortly after the spot aired.<br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/KvxZcULxfKw?rel=0" frameborder="0" allowfullscreen></iframe><br />
Perfectly executed effort from Taco Bell. I wonder what my Grandpa would have thought of the Doritos Locos Tacos Supreme?<br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/iymBRSUfz9U?rel=0" frameborder="0" allowfullscreen></iframe><br />
Nice <a href="http://en.wikipedia.org/wiki/The_Monkey's_Paw" target="_blank" >The Monkey's Paw</a> style twists from Toyota. <br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/ANhmS6QLd5Q?rel=0" frameborder="0" allowfullscreen></iframe><br />
This made me wish I could go back to 1991 and give myself an Audi - or that I could afford one now.<br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/axofdNHh9DQ?rel=0" frameborder="0" allowfullscreen></iframe><br />
Prudential's ad doesn't feel like a "Super Bowl" commercial, but it's simple and smart. The fact that it was filmed in Austin doesn't hurt either.<br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/5ae7E8J7h7Y?rel=0" frameborder="0" allowfullscreen></iframe><br />
Samsung's spot was made for ad geeks.<br />
<p>And for a real-world counterpoint, here are my wife's favorites: <br />
<p><iframe width="640" height="360" src="http://www.youtube.com/embed/KgmhhVCLgM8?rel=0" frameborder="0" allowfullscreen></iframe><br />
No surprise that she loves Amy Poehler and Oprah. <br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/FadwTBcvISo?rel=0" frameborder="0" allowfullscreen></iframe><br />
</div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-88969560108918069982013-02-04T09:53:00.003-06:002013-02-04T10:15:49.771-06:00The rest of the story on Dodge Ram's God Made A Farmer commercial<div dir="ltr" style="text-align: left;" trbidi="on">The internet is up in arms that the best spot in the Super Bowl is a ripoff. <br />
<iframe width="640" height="360" src="http://www.youtube.com/embed/AMpZ0TGjbWE?rel=0" frameborder="0" allowfullscreen></iframe><br />
Ram's ad features a speech Paul Harvey made to the Future Farmers of America in 1978, just like an earlier video made by Farms.com.<br />
<object id="flashObj" width="486" height="412" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,47,0"><param name="movie" value="http://c.brightcove.com/services/viewer/federated_f9?isVid=1" /><param name="bgcolor" value="#FFFFFF" /><param name="flashVars" value="videoId=1466475298001&linkBaseURL=http%3A%2F%2Fvideo.arfb.com%2Fvideo%2Fgod-made-a-farmer%2F1466475298001%3F%26page%3D16&playerID=37931942001&playerKey=AQ~~,AAAACNNhgSk~,GDA0OzuAZlmVelw_6HwYvP34KEwnFyFq&domain=embed&dynamicStreaming=true" /><param name="base" value="http://admin.brightcove.com" /><param name="seamlesstabbing" value="false" /><param name="allowFullScreen" value="true" /><param name="swLiveConnect" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://c.brightcove.com/services/viewer/federated_f9?isVid=1" bgcolor="#FFFFFF" flashVars="videoId=1466475298001&linkBaseURL=http%3A%2F%2Fvideo.arfb.com%2Fvideo%2Fgod-made-a-farmer%2F1466475298001%3F%26page%3D16&playerID=37931942001&playerKey=AQ~~,AAAACNNhgSk~,GDA0OzuAZlmVelw_6HwYvP34KEwnFyFq&domain=embed&dynamicStreaming=true" base="http://admin.brightcove.com" name="flashObj" width="486" height="412" seamlesstabbing="false" type="application/x-shockwave-flash" allowFullScreen="true" swLiveConnect="true" allowScriptAccess="always" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed></object>
<br>
<a href="http://www.ramtrucks.com/en/keepplowing/" target="_blank" >Ram's Keep Plowing site</a> clearly links to <a href="http://www.farms.com" target="_blank" >Farms.com</a>, although neither mentions the original video. <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgXSrCfUz8bxE0wWd5MZkFcgLrqDUSfHv7zTvdbHdpe9L66i9zRRalVIQ0k4C2z0TumVED6wMUIe-z5Ktr9ZMnMDG7Soyb6g5lciyq4jHUQ7mG6Q0fVFM060LxRpW3CfiHZLnjdw/s1600/Ram_Keep_Keep_Plowing.jpg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="400" width="314" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgXSrCfUz8bxE0wWd5MZkFcgLrqDUSfHv7zTvdbHdpe9L66i9zRRalVIQ0k4C2z0TumVED6wMUIe-z5Ktr9ZMnMDG7Soyb6g5lciyq4jHUQ7mG6Q0fVFM060LxRpW3CfiHZLnjdw/s400/Ram_Keep_Keep_Plowing.jpg" /></a></div><blockquote class="twitter-tweet"><p>@<a href="https://twitter.com/silvercuellar3">silvercuellar3</a> Curious. Does the fact that the video's maker is featured on the Ram site make you feel any better at all? <a href="https://twitter.com/search/%23rememberwhazzup">#rememberwhazzup</a>?</p>— John January (@americopywriter) <a href="https://twitter.com/americopywriter/status/298303699292393472">February 4, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> Getting lost in the hubbub is the fact that Ram and their agency, The Richards Group, have a nice social component about donating a million dollars to the FFA. <blockquote class="twitter-tweet">RT @<a href="https://twitter.com/amyealtman">amyealtman</a>: I am proud to support @<a href="https://twitter.com/nationalffa">nationalffa</a>. Share your badge to donate. <a href="https://twitter.com/search/%23KeepPlowing">#KeepPlowing</a> 2013 — Year of the Farmer <a href="http://t.co/nQip6bBD" title="http://www.ramtrucks.com/keepplowing">ramtrucks.com/keepplowing</a></p>— National FFA (@nationalffa) <a href="https://twitter.com/nationalffa/status/298267643708833793">February 4, 2013</a></blockquote><blockquote class="twitter-tweet"><p>Watch our new commercial " The Year of the Farmer" to help @<a href="https://twitter.com/ramtrucks">ramtrucks</a> raise money for @<a href="https://twitter.com/nationalffa">nationalffa</a>. <a href="https://twitter.com/search/%23KeepPlowing">#KeepPlowing</a> <a href="http://t.co/lBRwwJyP" title="http://bit.ly/VDUvIk">bit.ly/VDUvIk</a></p>— RamTrucks (@RamTrucks) <a href="https://twitter.com/RamTrucks/status/298264614049837056">February 4, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> <script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> <blockquote class="twitter-tweet"><p><a href="https://twitter.com/search/%23YearOfTheFarmer">#YearOfTheFarmer</a> Watch & share to help raise money for @<a href="https://twitter.com/nationalffa">nationalffa</a> <a href="http://t.co/ZJlZQAjf" title="http://bit.ly/WjPUro">bit.ly/WjPUro</a> <a href="https://twitter.com/search/%23KeepPlowing">#KeepPlowing</a> @<a href="https://twitter.com/ramtrucks">ramtrucks</a></p>— The Richards Group (@RichardsGroup) <a href="https://twitter.com/RichardsGroup/status/298279534757810176">February 4, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Could they have done a better job anticipating and reacting to the charges of plagiarism? Sure. Should they have called out the original on their site? Maybe. But did they actually do anything wrong? I don't think so. <p>If you want to dig a bit deeper, there's a good recap of the scandal as it unfolded at <a href="http://adland.tv/adnews/updated-dodge-god-made-farmer-direct-lift-farmscom/1359948366" target="_blank" >adland.tv</a>. <p><blockquote class="twitter-tweet"><p>@<a href="https://twitter.com/slate">slate</a>, FYI ... @<a href="https://twitter.com/ramtrucks">ramtrucks</a> partnered with @<a href="https://twitter.com/farmsmedia">farmsmedia</a>, go to <a href="http://t.co/WQdCht7e" title="http://www.ramtrucks.com/keepplowing">ramtrucks.com/keepplowing</a> it's not a rip, it's keeping the idea alive. @<a href="https://twitter.com/chrysler">chrysler</a></p>— Ryan Nagode (@RNagode) <a href="https://twitter.com/RNagode/status/298305197271289856">February 4, 2013</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script> <p>It's also worth noting that The Farms.com video is not the only other time Paul Harvey's speech has been put to a slideshow. <blockquote class="twitter-tweet"><p>"Happy Monday, everyone. I would like to introduce Meganloberg1 as our new ECD." <a href="http://t.co/4S1DPQJL" title="http://www.youtube.com/watch?v=j3GtXAqhSgo">youtube.com/watch?v=j3GtXA…</a></p>— Tim Geoghegan (@timogeo) <a href="https://twitter.com/timogeo/status/298279524553093120">February 4, 2013</a></blockquote><p>An idea doesn't have to original for an execution to be great. <p>I still think it was the best Super Bowl spot this year. </div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-61568583690013487992013-01-31T16:19:00.001-06:002013-01-31T16:19:49.267-06:00Don't concept angry<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6a5fAN78ABBvN4IKP9rVKtYjIKnLnkVXM4bkfY9zr5BM2JPNE1Sr3fVsEq9EAiSQDesZMQei5awphOIBDd6A0v819Zkt7nWbAs_gf1MzEBDZ4yvept5-PRxjsJ6VHty3LMSUPmQ/s1600/Dont_Concept_Angry_American_Copywriter.jpg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="400" width="308" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6a5fAN78ABBvN4IKP9rVKtYjIKnLnkVXM4bkfY9zr5BM2JPNE1Sr3fVsEq9EAiSQDesZMQei5awphOIBDd6A0v819Zkt7nWbAs_gf1MzEBDZ4yvept5-PRxjsJ6VHty3LMSUPmQ/s400/Dont_Concept_Angry_American_Copywriter.jpg" /></a></div>Good advice from <a href="http://www.facebook.com/photo.php?fbid=595810703778037&set=a.585293681496406.149987.121333984559047&type=1&theater" target="_blank">American Copywriter</a>.<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-31507191466674463682013-01-30T15:48:00.002-06:002013-01-30T16:02:38.621-06:00Ask Tug McTigheTug McTighe is a parent, a creative director at <a href="http://www.callahancreek.com" target="_blank" >Callahan Creek</a> and a soccer coach. He wants to do good work in all three places.<br />
<br />
He’s also one half of <a href="http://www.facebook.com/pages/American-Copywriter/121333984559047" target="_blank" >American Copywriter</a> – a blog about a podcast about advertising and other stuff people think about too much.<br />
<br />
<b>1. Why advertising?</b><br />
I thought I was going to become a newspaper writer. Went to Drake University with that in mind. Then, after one brutal semester copyediting the Drake Times-Delphic, I realized there had to be a better way. When I hit "Intro to Copywriting," there was no looking back. Combining words and pictures to create a different piece of meaning -- boom -- that was it for me.<br />
<br />
<b>2. What advice would you give yourself when you were starting your career?</b><br />
Stop worrying so much about the next assignment, the next job, the next title or the next agency. There is opportunity all around you, everywhere you look, in every agency. Just have a can-do attitude and get used to saying, "Yes." And stop thinking you know so much, dummy. You don't know shit.<br />
<br />
<b>3. What’s the best thing you’ve read lately?</b><br />
Right now I am reading “<a href="http://www.amazon.com/gp/product/1439191824/ref=as_li_tf_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1439191824&linkCode=as2&tag=askacop02-20" target="_blank" >Bruce</a>," the new Springsteen biography. It is really kick-ass. I haven't even gotten to the formation of the E Street Band yet, and I am utterly hooked. Even better, the knowledge (new to me) that he was once in a jam-band called Steel Mill makes me want to listen to "Nebraska" right now. In fact, off to Spotify ...<br />
<br />
<b>4. Favorite book?</b><br />
I sure like "<a href="http://www.amazon.com/gp/product/0544003411/ref=as_li_tf_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0544003411&linkCode=as2&tag=askacop02-20" target="_blank" >Lord of the Rings</a>." Have read it many times over the years. I am also utterly blown away by "<a href="http://www.amazon.com/gp/product/006220422X/ref=as_li_tf_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=006220422X&linkCode=as2&tag=askacop02-20" target="_blank" >A Prayer for Owen Meany</a>" by John Irving. And if you haven't ever read Chaim Potok's "<a href="http://www.amazon.com/gp/product/1400031044/ref=as_li_tf_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1400031044&linkCode=as2&tag=askacop02-20" target="_blank" >My Name is Asher Lev</a>," you are really missing out. It's about a kid who bucks his family, his religion and his entire community because he is a gifted painter. Amazing.<br />
<br />
<b>5. Sites you visit every day?</b><br />
Here's the rundown: <a href="http://www.reddit.com" target="_blank" >Reddit</a> / <a href="http://www.buzzfeed.com" target="_blank" >BuzzFeed</a> / <a href="http://www.thesuperficial.com" target="_blank" >The Superficial</a> / <a href="http://www.fastcocreate.com" target="_blank" >FastCo Create</a> / <a href="http://www.sportingkc.com" target="_blank" >Sporting KC</a> / <a href="http://www.facebook.com/pages/American-Copywriter/121333984559047" target="_blank" >the new American Copywriter Facebook page</a> (Plug, plug)<br />
<br />
<b>6. What do you do when you’re stuck for ideas?</b><br />
Get up, walk around, find somebody to talk to about ANYTHING other than the problem I'm trying to solve. Human interaction friends, catch the fever!<br />
<br />
<b>7. Will you be live-tweeting the Super Bowl again this year? What hashtag? And how much peer pressure will it take to ensure we hear a recap podcast this year? </b><br />
We will be live-tweeting for sure. I think we usually make it <a href="https://twitter.com/search/realtime?q=%23ACBowl&src=typd" target="_blank" >#ACBowl</a>. We will also be <a href="http://www.facebook.com/pages/American-Copywriter/121333984559047" target="_blank" >Facebooking</a> it. Did you say beer pressure? Yes please. <br />
<br />
<b>Thanks.</b><br />
Follow Tug on twitter <a href="https://twitter.com/tugonthis" target="_blank" >@tugonthis </a> (his <a href="https://twitter.com/search/realtime?q=%23creativebraindrops&src=hash" target="_blank" >#creativebraindrops</a> alone are worth it) and you really should check out <a href="http://www.facebook.com/pages/American-Copywriter/121333984559047" target="_blank" >American Copywriter on Facebook</a>.<br />
<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-90772082140725968202013-01-25T13:16:00.000-06:002013-01-30T16:02:54.998-06:00Ask Scott RostoharScott Rostohar is a copywriter at <a href="http://youtu.be/MNeKMwc_c5A" target="_blank" >T3</a> in Austin, TX. He's as smart as he is tall. (And I'm not just saying that because he's on my team.)<br />
<br />
<b>1. Why advertising?</b><br />
The movie "What Women Want" came out right when I hit puberty. So, I went to see it. There's a scene where <a href="https://www.youtube.com/watch?v=V8qxlpY68xs" target="_blank" >Mel Gibson pitches Nike on a TV spot</a>. I learned two things after seeing the scene: <br />
1) Mel Gibson overacts <br />
2) I want to make ads<br />
<br />
<b>2. So is this business as glamorous as Mel made it seem?</b><br />
Totally.<br />
<iframe width="560" height="315" src="http://www.youtube.com/embed/YG85QJLtI4g?rel=0" frameborder="0" allowfullscreen></iframe><br />
<br />
<b>3. What advice would you give yourself when you were starting your career?</b><br />
Keep creating. And never lose <a href="http://eblane.com/theinsidelane/live-from-the-frontlines/" target="_blank" >this passion, hunger, and drive</a>.<br />
<br />
<b>4. What’s the best thing you’ve read lately?</b><br />
<a href="http://twitpic.com/bqkkay" target="_blank" >This</a>. It motivates me to not give up on a project, no matter how small.<br />
<br />
<b>5. Favorite book?</b><br />
Right now, I'd say <a href="http://www.amazon.com/gp/product/0062113372/ref=as_li_qf_sp_asin_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0062113372&linkCode=as2&tag=askacop02-20" target="_blank" >Justin Halpern’s “I Suck at Girls”</a>. It's funny, I learned something about relationships, and it cuts out all the filler most stories have nowadays.<br />
<br />
<b>6. Sites you visit every day?</b><br />
<a href="http://startupli.st" target="_blank" >StartupLi.st</a>, <a href="http://sulia.com" target="_blank" >sulia.com</a>, <a href="http://helpmebefuckingcreative.com" target="_blank" >helpmebefuckingcreative.com</a>, and <a href="http://www.buzzfeed.com" target="_blank" >BuzzFeed</a>.<br />
<br />
<b>7. What do you do when you’re stuck for ideas?</b><br />
I get up from my desk and walk somewhere, anywhere. Keeping your body stuck in one place won't help your mind. <br />
<br />
<b>Thanks.</b><br />
Check out Scott's work at <a href="http://www.scottrostohar.com" target="_blank" >ScottRostohar.com</a> and follow him on twitter <a href="https://twitter.com/srostohar" target="_blank" >@srostohar</a>.<br />
<br />
<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com1tag:blogger.com,1999:blog-33190058.post-83437333513835426842013-01-21T11:37:00.000-06:002013-01-25T11:39:13.137-06:00Nice tagline for Hallmark<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLDmHkrh-1fDwMX-zY8dZDtKKSf4Fmv-6NZsTTiRkxF74uWmzP3WPvQye0GMsFYdN0CaEuovMrZHIlAx6t2-0aoU7bswwdWnZ5a1GAV8aTZPIEqLVq2hXoO1eZZ5KI8TsbN8ppqw/s1600/Hallmark_Tagline.jpeg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="400" width="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLDmHkrh-1fDwMX-zY8dZDtKKSf4Fmv-6NZsTTiRkxF74uWmzP3WPvQye0GMsFYdN0CaEuovMrZHIlAx6t2-0aoU7bswwdWnZ5a1GAV8aTZPIEqLVq2hXoO1eZZ5KI8TsbN8ppqw/s400/Hallmark_Tagline.jpeg" /></a></div>"Life is a special occasion."<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-52558629171848440162013-01-18T13:06:00.000-06:002013-01-18T13:06:34.767-06:00I’m sure you’re waiting with bated breathLike the mighty phoenix (or my career at times) AskACopywriter.com shall rise from the ashes.<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-25863159712761783322012-11-15T17:30:00.000-06:002013-01-25T13:56:37.609-06:00Show the product in a compelling way<p>If you make something worth talking about, that's all you should need to do. Apple arguably <a href="http://youtu.be/4acWkNihaxc" target="_blank">perfected this approach with the first iPhone</a>.</p><p>So I think these created spots for Windows Phone (done by <a href="http://www.cpbgroup.com/#clients/windows-phone/windows-phone-8" target="_blank">CP+B</a>) are exactly what Microsoft needs.</p><p><iframe frameborder="0" height="315" src="http://www.youtube.com/embed/y29tpFjWyUE?rel=0" width="560"></iframe></p><p><iframe frameborder="0" height="315" src="http://www.youtube.com/embed/WpBTr4mxfhA?rel=0" width="560"></iframe></p><p><iframe frameborder="0" height="315" src="http://www.youtube.com/embed/3CVBJ0FaCuU?rel=0" width="560"></iframe></p><p>(Full disclosure, Windows Phone is a <a href="http://www.brandwriter.com/43599/410685/client-work/windows-phone" target="_blank">client</a>.)</p><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-45154694051259698822012-10-25T09:01:00.000-05:002012-10-25T09:22:01.935-05:00Ask A Copywriter is dead. Long live Brand Writer.<div dir="ltr" style="text-align: left;" trbidi="on">
I’m consolidating all my online stuff at <a href="http://BrandWriter.com/" target="_blank" >BrandWriter.com</a>.
<p>
But fear not, I’ll still post lessons I learn and whatever else catches my eye at <a href="http://brandwriter.tumblr.com/" target="_blank" >BrandWriter.tumblr.com</a>.
<p>
And I’m still happy to answer your questions, just hit me up <a href="https://twitter.com/BrandWriter" target="_blank" >@BrandWriter</a>.
<br /></div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0tag:blogger.com,1999:blog-33190058.post-76499518212020716502012-09-27T23:46:00.001-05:002012-09-27T23:46:38.345-05:00What's the secret to getting creative work done?<div dir="ltr" style="text-align: left;" trbidi="on">
What's the one thing you need to actually execute your ideas?
<p>
You're probably not going to like it - at least I didn't. I've been trying to ignore this truth for over 25 years - and I've got pages and pages of wasted ideas to show for it.
<p>
The secret to getting creative work done can be summed up in one word.
<p>
Routine.
<p>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidtbpe4N02RYxn_Gahq_GxaglNhrQbZdkxZT0AUZhZVEz9_SGXcqpvK7ufXgsqNWNisNHsaNHO5CxeMuTsrFU8GEVcZnfVq74cIWgCJPZB5wvwDP7bX4b6jQtXLbhr7dvQhyphenhyphenHh4A/s1600/Austin_Kleon_Steps_Creative_Process.jpg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="400" width="399" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidtbpe4N02RYxn_Gahq_GxaglNhrQbZdkxZT0AUZhZVEz9_SGXcqpvK7ufXgsqNWNisNHsaNHO5CxeMuTsrFU8GEVcZnfVq74cIWgCJPZB5wvwDP7bX4b6jQtXLbhr7dvQhyphenhyphenHh4A/s400/Austin_Kleon_Steps_Creative_Process.jpg" /></a></div>
“Daily quota for my insane daily process: 11 steps x 4 sheets/step = 44 pages.” – <a href="https://twitter.com/austinkleon" target="_blank" >Austin Kleon</a>
<p>
<small>(Photo and caption stolen from <a href="http://instagram.com/p/QDWZJEA15y/" target="_blank" >his instagram</a>.)</small>
<p>
Tons more great inspiration and tips on <a href="http://www.austinkleon.com" target="_blank" >his site</a>.
<br /></div><div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com3tag:blogger.com,1999:blog-33190058.post-49854298366134407002012-09-27T13:48:00.000-05:002012-09-27T14:29:25.960-05:00Should you work for free?<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
A <a href="https://twitter.com/BrandWriter/status/251349218541838336" target="_blank" > joke tweet to @GapingVoid </a> got me thinking seriously about the question: is it ever worth it to do work for free?
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghRFBaKOnd4aNRNFX5d4_X0GILXb4fVrHd8QDa1sGxDfc5AipCH_s5aYYbWoDCH_c8pmgOd_X5YyMiAvlOk5Kf08gPdIhkqzoZ9Qc_SLACiONmTWIOc9S2iI1j-kuB39WWWEZZ3Q/s1600/freebies-1010a.jpg" imageanchor="1" style="margin-left:1em; margin-right:1em"><img border="0" height="316" width="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghRFBaKOnd4aNRNFX5d4_X0GILXb4fVrHd8QDa1sGxDfc5AipCH_s5aYYbWoDCH_c8pmgOd_X5YyMiAvlOk5Kf08gPdIhkqzoZ9Qc_SLACiONmTWIOc9S2iI1j-kuB39WWWEZZ3Q/s400/freebies-1010a.jpg" /></a></div>
<br>
<div dir="ltr" style="text-align: center;" trbidi="on">
<small><a href="http://www.blogger.com/upload-image.g?blogID=33190058" target="_blank" >Cartoon</a> by <a href="http://gapingvoid.com/" target="_blank" > Hugh MacLeod of Gaping Void</a>.</small>
</div>
<p>
Of course, it’s never OK to <u>ask</u> someone to do free work for you. At the very least, offer a bottle of wine or have them over for dinner. (That’s what some friends of mine did when I recently did some freebie work to help them launch their <a href="http://www.nuttycow.com" target="_blank" >new business</a>.)
<br>
But if you don’t actually know someone (in real life) please don’t bother asking.
<p>
When someone does have the nerve to ask you, is saying yes ever worth it?
<p>
My take on it is – only if you’re getting something out of it that’s more valuable than money.
<p>
For example, I did I pro bono campaign with the <a href="http://www.louisvilleadfed.org/" target="_blank" > Louisville AdFed</a> years ago when I was trying to break into the business.
<p>
Here are my guidelines on <b>when it might be worth your while to do work for free:</b>
<p>
<b>-</b> Early in your career for experience and networking. [Warning: this only pays off if you actually do great work.]
<p>
<b>-</b> A favor for a friend. [Same warning: if it’s not great work either one or both of you will wind up feeling disappointed.]
<p>
<b>-</b> Pro bono for a cause or organization you care about.
<p>
<b>-</b> A really fun and awesome side project. [But only if it’s a chance to work with really fun and awesome people.]
<p>
<b>-</b> Crowdsourcing contests (<a href="https://www.victorsandspoils.com/users/sign_up" target="_blank" >Victor&Spoils</a> and <a href="http://zooppa.com/corporate/learn_more" target="_blank" >zoopa</a> list some reasons to participate on their sites, but see below for the opinion I agree with.)
<p>
This Fast Company article, <a href="http://www.fastcocreate.com/1681611/how-to-be-a-happy-and-successful-creative-freelancer-or-work-with-one#1" target="_blank" >How to be a happy and successful creative freelancer</a>, has some good insights on getting paid.
<br>
It also contains this quote from <a href="http://workingnotworking.com/justin" target="_blank" >Justin Gignac</a> on crowdsourcing platforms, “Creatives should get paid for the work they do and not be throwing work into the mix in hopes of ‘winning’ and getting paid.”
<p>
Have you ever done work for free? Why and was it worth it?
</div>
<div class="blogger-post-footer">Ask A Copywriter - because advertising is just advice you didn't expect</div>Brian Thompsonhttp://www.blogger.com/profile/05961012532237144934noreply@blogger.com0