If we took stock of everything we read in a day, it would likely be a dismal recollection. Daily chatter like tweets, texts, picture captions and comments consume too much of our brain space. A literary doctor is needed to prescribe two doses of Hemingway in order to flush the social media toxins from our system. This print campaign for a New Zealand bookstore nails our current dilemma and the vital need for better reading material.
Source: Ads of the World
Agency: FCB, Auckland, New Zealand
I love sports and I love long copy, so it shouldn’t surprise anyone that I loved this ad from the Seattle Mariners commemorating Ken Griffey Jr.’s induction into the Baseball Hall of Fame. And what’s even cooler is that a buddy of mine, creative director/writer Andrew Gall, wrote it. This ad deserves its own bronze bust too.
Agency: Copacino & Fujikado
The best campaigns originate from the creation of a powerful singular voice as the solution to a brand conundrum. For example, how do you elevate a plain, ole nothing-special-about-it beer? The answer: by creating the concept of The High Life as the embodiment of manliness. This was the launching pad for one of the best campaigns in the last few decades and the precursor to a million “embrace your manhood” copycat ads by others.
When you read this amazingly well written manifesto, you’ll realize how they made a ton of great spots within this campaign, many directed by the legendary Errol Morris. With a great starting point and strong positioning, incredible ideas come bursting out.
Agency: W&K, Portland
I recently came across this collection of quotes about writing and just had to share them. Ken Miyamoto from Screencraft.org took the time to put together a list of his favorite quotes from the late Rod Serling, creative mastermind of the Twilight Zone. His most common topic is screenwriting, but they can easily be transcribed over to the field of copywriting. I’ve pasted in a few of my faves below, but please check out the entire article:
“This is, if not a lifetime process, it’s awfully close to it. The writer broadens, becomes deeper, becomes more observant, becomes more tempered, becomes much wiser over a period time passing. It is not something that is injected into him by a needle. It is not something that comes on a wave of flashing, explosive light one night and say, ‘Huzzah! Eureka! I’ve got it!’ and then proceeds to write the great American novel in eleven days. It doesn’t work that way. It’s a long, tedious, tough, frustrating process, but never, ever be put aside by the fact that it’s hard.”
“Being like everybody is like being nobody.”
“Coming up with ideas is the easiest thing on earth. Putting them down is the hardest.”
“Somehow, some way, incredibly enough, good writing ultimately gets recognized. If you’re a really good writer and deserve that honored position, then by God, you’ll write, and you’ll be read.”
This is a great campaign from about five years ago that just popped into my head again recently. It’s obvious why I never forgot it; just a truly fun idea that’s incredibly well written. They found a unique way to sell a Subaru—by creating its exact opposite, a car that’s the embodiment of automotive vapidity. Then they mocked it perfectly through a series of exquisitely written parodies. A sign of a good client is one that appreciates a solid satire of their industry.
See the full campaign here: http://theinspirationroom.com/daily/2010/subaru-fight-mediocrity
AGENCY: Carmichael Lynch
SOURCES: theinspirationroom.com and behance.net/laserbread
Beautiful idea. Wonderful piece of copy. Perfect ad.
Agency: adam&eveDDB, London