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19.04.2011 Posted by admin
Diary of an AWARD School Student Wk 5
Suffice to say, we all pretty much sucked at radio. Not because we can’t write, but because we all seemed to get caught scripting something hilarious/moving, without any clear ‘idea’ behind it. Nothing like a good slap in the face to snap you out of your own self indulgence!
Last night, Ben O’Brien (CD of Kastner & Partners/also ran AWARD School for a couple of years) gave us a lecture on ‘Art Direction & Copywriting’. Probably the most important thing I took from last night was;
If your ad were a person, would you like them?
Think of how you would approach a person in a bar. You’d never say “I’m so freaking amazing man. Geez, get a load of me! Here’s my number. Bye”. Nobody wants to talk to that guy. So, don’t be that guy, if you want people to like you…to open up to you…to let you into their life.
Eg: Imagine this Toyota ad was a person. He would say “You NEED me. I’m DIESEL. SUPERIOR stuff right here. Look at my engine man. Check out all these features I’ve got. Sick”.
Do not be this guy.
So, in essence, think about how you make friends with strangers and work from that. Perhaps you are really funny. Perhaps you’re a nerd, full of ‘did you know’ facts. Perhaps you’re brutally honest…so honest, you’re refreshing.
I’ve attached some of the ads used as examples last night. Well worth the watch!
Oh, the new brief is an outdoor/ambient ad for Emirates. Proposition: Carry more luggage. Will let you know how I go.
I remember the first time I saw that ad. I cried.
Particularly like this one.