Tuesday, May 29, 2007
The All New Corolla. Our favorite car
Agency: Saatchi & Saatchi, Auckland
Executive Creative Director: Mike O'Sullivan
Creatives: Levi Slavin, Dave Govier
Agency Producer: Tania Jeram
Producer: Mark Foster
Director: Adam Stevens
Production: Robbers Dog Films Ltd.
Wednesday, May 23, 2007
10 Tips To Higher Response Ads
10 Tips To Higher Response Ads
You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.
You're looking for stellar results! And, you're determined to do everything in your power to get them. Which means surveys, thorough testing, and ongoing refinement of your ad copy.
Hold the phone!
When you've got your draft, run it through this 12-point inspection. Cover off these basics, and you can be sure you're off to a running start.
1 – Do You Have A Compelling Headline?
Does it generate curiosity or envy? Does it promise a benefit that will compel someone with an interest in what you're selling to keep reading. Remember, your headline is the ad for the ad.
When I am being paid to write direct response ad copy, or a sales letter, or have a very important sales objective of my own, I normally write 25 headlines before I begin the body of the piece.
Then I'll pick half a dozen that I think will work & test them. The best of the rest, I use as sub headings throughout the piece to propel readership, and draw skimmers & skippers back into the copy as they move down the page.
2 – Are Your Headlines Pleasing To The Eye?
I most often find that headlines work best when they are centered on the page, & present a balanced appearance in terms of the shape they create. Encasing them in quotation marks also serves to grab more attention.
Long top headlines tend to reduce readership, but if they help qualify more effectively they can improve sales! Try them, but look for ways to modularize the text using punctuation & spacing so your readers don't suffocate trying to read them. Sometimes a long top headline is better presented as two or even three separate headlines.
3 – Is Your Opening Provocative & Arresting?
Does it trip the reader, interrupting the internal turbulence of the day? Each line of your ad copy must serve to "sell" the reader on continued reading, especially at the beginning.
You are looking to build enough momentum & interest to convey the points necessary to generate a greater desire for the product than it's price. Generally speaking, the higher the cost of the product, the more words required.
4 – Are You FAB Balanced?
You must focus on painting a picture of your prospects future life, as a result of their purchase. Does your copy promise emotional benefits? Does it pledge the realization of positive feelings, or the relief of negative ones?
Does it show how these outcomes are achieved with concise descriptions of the features & advantages that will deliver them? Your ad copy must strike a balance between emotion & logic if it is to be effect.
5 – Are You Creating Excitement & Enthusiasm?
Demonstrate your personal belief in what you are selling. Will your message quicken the readers pulse? Is it upbeat, positive, & full of inspired energy? Is there a sense of WOW?
6 – Is Your Body Copy Highly Readable?
Remember simple is best. Keep sentences short. Use a plain 10-point to 12-point font. Paragraphs no more than a few lines. Words that are comfortable & specific to the audience you are targeting. Inject subheads to break up text. Highlight important points.
7 – Do You Have High YOU density?
Remember to you use the words YOU & YOUR to the hilt. Your reader is auto translating to ME & MINE.
8 – Are you speaking intimately?
Can you get a strong sense of personality when you review your letter after being away from it for a while? Visualize yourself, or the character you are personifying, writing a personal letter to your perfect prospect. Never write to a crowd.
9 – Are you inspiring the readers imagination?
You must trigger mental images with your writing. The mind has difficulty distinguishing between vividly painted word pictures, & reality. Daydreams enchant, & emotions flow in their wake.
When you have emotion, you have desire. When you have desire, you have suggestibility. When you have suggestibility, you can direct action. Your levers are allegory (storytelling), metaphor, similes, verbs, adjectives, & specificity.
10 – Do you offer proof?
You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.
You're looking for stellar results! And, you're determined to do everything in your power to get them. Which means surveys, thorough testing, and ongoing refinement of your ad copy.
Hold the phone!
When you've got your draft, run it through this 12-point inspection. Cover off these basics, and you can be sure you're off to a running start.
1 – Do You Have A Compelling Headline?
Does it generate curiosity or envy? Does it promise a benefit that will compel someone with an interest in what you're selling to keep reading. Remember, your headline is the ad for the ad.
When I am being paid to write direct response ad copy, or a sales letter, or have a very important sales objective of my own, I normally write 25 headlines before I begin the body of the piece.
Then I'll pick half a dozen that I think will work & test them. The best of the rest, I use as sub headings throughout the piece to propel readership, and draw skimmers & skippers back into the copy as they move down the page.
2 – Are Your Headlines Pleasing To The Eye?
I most often find that headlines work best when they are centered on the page, & present a balanced appearance in terms of the shape they create. Encasing them in quotation marks also serves to grab more attention.
Long top headlines tend to reduce readership, but if they help qualify more effectively they can improve sales! Try them, but look for ways to modularize the text using punctuation & spacing so your readers don't suffocate trying to read them. Sometimes a long top headline is better presented as two or even three separate headlines.
3 – Is Your Opening Provocative & Arresting?
Does it trip the reader, interrupting the internal turbulence of the day? Each line of your ad copy must serve to "sell" the reader on continued reading, especially at the beginning.
You are looking to build enough momentum & interest to convey the points necessary to generate a greater desire for the product than it's price. Generally speaking, the higher the cost of the product, the more words required.
4 – Are You FAB Balanced?
You must focus on painting a picture of your prospects future life, as a result of their purchase. Does your copy promise emotional benefits? Does it pledge the realization of positive feelings, or the relief of negative ones?
Does it show how these outcomes are achieved with concise descriptions of the features & advantages that will deliver them? Your ad copy must strike a balance between emotion & logic if it is to be effect.
5 – Are You Creating Excitement & Enthusiasm?
Demonstrate your personal belief in what you are selling. Will your message quicken the readers pulse? Is it upbeat, positive, & full of inspired energy? Is there a sense of WOW?
6 – Is Your Body Copy Highly Readable?
Remember simple is best. Keep sentences short. Use a plain 10-point to 12-point font. Paragraphs no more than a few lines. Words that are comfortable & specific to the audience you are targeting. Inject subheads to break up text. Highlight important points.
7 – Do You Have High YOU density?
Remember to you use the words YOU & YOUR to the hilt. Your reader is auto translating to ME & MINE.
8 – Are you speaking intimately?
Can you get a strong sense of personality when you review your letter after being away from it for a while? Visualize yourself, or the character you are personifying, writing a personal letter to your perfect prospect. Never write to a crowd.
9 – Are you inspiring the readers imagination?
You must trigger mental images with your writing. The mind has difficulty distinguishing between vividly painted word pictures, & reality. Daydreams enchant, & emotions flow in their wake.
When you have emotion, you have desire. When you have desire, you have suggestibility. When you have suggestibility, you can direct action. Your levers are allegory (storytelling), metaphor, similes, verbs, adjectives, & specificity.
10 – Do you offer proof?
Homemade ad for Apple's iPod mini
This homemade ad for Apple's iPod mini features the song "Tiny Machine" from the defunct band "The Darling Buds" on their Crawdaddy album. The animation is fantastic, the music is fitting, and it features one of Apple's coolest iPods!
IPOD Apple iPod Shuffle Ad
Check out Apple's latest (January 06, 2007) iPod Shuffle Ad - 'Who's Gonna Sing? by Prototypes '. The ad is very clever, and it does just what it's meant to - keeps you watching until the end. The ad has been edited together rather nicely too.
Friday, May 18, 2007
NYC Students Team Up With Leading Architects & Designers to Makeover School
New York Education + Design (NYED), a unique initiative pairing New York City's top architects with high school students from the Urban Assembly School of Design & Construction (UASDC), will showcase its designs on Sunday, May 20th at CITY Magazine and NY3D's "Gathering on Greene" on Greene Street between Houston and Prince beginning at 5PM...
Thursday, May 17, 2007
If you've been drinking, don't risk it.
Campaign for Antral (Portuguese taxi association) to increase the usage of their call line in order to use a taxi.
“If you’ve been drinking, don’t risk it. Call 707 308 294.”
Se bebeu, não arrisque. Ligue 707 308 294.
Agency: Draft FCB, Portugual
Impulses for Remember Cards
Agency: DDB Stockholm
Creative Director: Johan Holmström
Creative: Mattias Manitski, Simon Higby, Ted Harry Mellström
Directors: Fredrik Bond + Emil Möller
Production: Sonny London + FLX
Prince of Persia Classic gameplay trailer
Gameplay trailer of Prince of Persia Classic, DLC on Xbox 360.
Wednesday, May 16, 2007
iPhone: Coming June 14?
Apple 2.0 posts that pre-sales of Apple’s iPhone on eBay are not only reaching lofty figures, but promise to deliver the phone on or around June 14, before previously speculated launch dates for the most hyped phone in history.
The listings, three of which can be visited here, here and here range in bids from $615 to $1025 at the time of writing and come from eBay sellers with solid reputations. The lowest feedback score of sellers amongst the 3 listings is 99.0% and one is a eBay Power Seller.
Seller vg5620 notes in their listing that the brand new 8 GB Apple iPhone listed will work on Cingular and is due to be released in the U.S. in June.
The listings, three of which can be visited here, here and here range in bids from $615 to $1025 at the time of writing and come from eBay sellers with solid reputations. The lowest feedback score of sellers amongst the 3 listings is 99.0% and one is a eBay Power Seller.
Seller vg5620 notes in their listing that the brand new 8 GB Apple iPhone listed will work on Cingular and is due to be released in the U.S. in June.
Rethink Breast Cancer T-Shirt
Agency: John St. Advertising, Toronto
Associate Creative Director: Rob Trickey
Associate Creative Director: Mia Thomsett
Agency Producer: Dale Giffen
Production Company: Soft Citizen, Toronto
Director: Sara St Onge
Producer: Nick Sorbara
Exec Producers: Eva Preger, Link York
DP: Dylan MacLeod
Editorial Company and editor: Relish Editing, Graham Chisholm
Indesit Underwater World - Ariston
This is one of the most prized commercials in this year: GOLD Lion at Cannes, GRAND Clio, GOLD Clio in Television category, SILVER Clio in Animation category, BRONZE Clio in Visual Effects category, GOLD at New York Festival, GOLD at London International Awards, GOLD at Eurobest, GOLD at Kinsale Shark Awards, GOLD at Epica Awards, GOLD at Art Drector Club of Europe, SILVER at Art Directors Club of New York, SILVER NOMINATION at AD&D.
Agency: Leo Burnett, Milan, Italy
Creative Director: Enrico Dorizza
Art Director: Antonio Cortesi
Editing Company: Toboga, Milan
Visual Effects Company: Buf Compagnie Parigi, Paris
Director: Dario Piana
Editor: Michele Mortara
Composer: Vangelis
Production Company: Film Master, Milan
Animation Company: Buf Compagnie Parigi, Paris
Agency Producer: Renato Lamberti
Account Executive: Dario Peccerillo
Copywriter: Francesco Simonetti
Producer: Karim Bartoletti
Cinematographer: Dario Piana
Visual Effects Editor: Michele Mortara
Soundtrack: “Ask The Mountains”, Vangelis
Tuesday, May 15, 2007
The computer is personal again - HP
Fiona Ogre Princess in HP TV ad.
Agancy:Goodby, Silverstein & Partners
Also you can see Hewlett-Packard ad with Paulo Coelho
Thursday, May 10, 2007
Whatever you're into, protect yourself
Agency: TBWA — Paris
Creative Director: Erik Vervroegen
Copywriter: Véronique Sels
Art Director: Eve Roussou
Agency Producer: Christian Delhaye
Production Company: Wanda
Director: Wilfrid Brimo
Producer: Clause Fayol
Song: «My Boy Lollipop»
3D: Def 2 Shoot
Tuesday, May 8, 2007
I just couldn't resist - new tv spot for VW New Beetle, Jetta and Rabbit
Taking It Back
Confrontation
Advertising Agency: CreativeOndemanD, Miami, USA
Creative Director:Daniel Marrero & Priscilla Cortizas
Art Director: Priscilla Cortizas
Copywriter:Dana Satterwhite
Prod Co.: Anonymous Content
Director: John Dolan
Executive Producer: Andy Traines
DP: Alwin Kuchler
Editor: Diego Enriquez
Confrontation
Advertising Agency: CreativeOndemanD, Miami, USA
Creative Director:Daniel Marrero & Priscilla Cortizas
Art Director: Priscilla Cortizas
Copywriter:Dana Satterwhite
Prod Co.: Anonymous Content
Director: John Dolan
Executive Producer: Andy Traines
DP: Alwin Kuchler
Editor: Diego Enriquez
Sunday, May 6, 2007
AIDS is not transmitted so. But love is.
Agency: BECT Euro RSCG, Paris, France
Production Company: Cosa
Director: Denis Thybaud
Never Hide - Ray-Ban (video)
Advertising Agency: TBWA/Chait/Day, Cutwater, USA
Broadcast producer: Jennifer Golub
Creative director: Chuck McBride
Production company: HSI
Director: Michael Haussman
Head of production: Michael McQuhae
Director of photography: Paul Cameron
Effects & On-line facility: The Syndicate
VFX supervisor: Les Umberger
VFX producer: Kim Evans
Flame artists: Les Umberger, Kevin Prendiville, Verdi Sevenhuysen
Roto: Mike Ek
Colorist: Beau Leon
Executive producer: Kenny Solomon
Editorial services: Plank
Editor: Cathy Bull
Music: Lime
Released: May 2007
site: http://www.ray-ban.com/
Thursday, May 3, 2007
Tooheys Extra Dry (TED)
Agency: BMF Sydney
Executive Creative Director: Warren Brown
Art Director: Jed De Pyper
Copy Writer: Kim Neidhardt
GAD/Account Director: Nick Garrett/Fleur Kennedy
Agency Producer: Mandy Payne
Director: Steve Ayson
Production Company: The Sweet Shop
Strategic Planner: Fabio Buresti
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