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Copywriting
    Class #LS 3240 01 | Fall 2009
  Thursdays 6:30pm–9:00pm | Room 434
       Instructor: Tim Brunelle

   Session #4 | September 17, 2009
2




      Today’s agenda:

      Review VW Jetta assignment
      Discuss “visual solutions”
      Next reading assignment




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
3




      VW Jetta assignment
      It’s 2005. The new Jetta is coming.
      We need lots of headlines. Go.




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
4




      Show your top five, hand in all 100




                                                     +95
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17         BRUNELLE | MCAD
5




      VW Jetta assignment

      Here’s a few billboard examples from
      the actual VW Jetta “It’s all grown
      up. Sort of.” campaign from 2005.




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
6




                                       Copywriter Mark Billows




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17               BRUNELLE | MCAD
7




                                       Copywriter Mark Billows




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17               BRUNELLE | MCAD
8




                        More examples here (image is linked).



COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17              BRUNELLE | MCAD
9




      Visual solutions:

      A good challenge for ad writers is to
      figure out the fewest number of words
      needed to solve the problem.




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
10




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
11




                                                     Photo by Matt McGrath via flickr


COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17                        BRUNELLE | MCAD
12




      Visual solutions:

      Sometimes, words just get in the way.




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
13




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
14




               Art Director Adele Ellis, Copywriter Tim Gillingham
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17              BRUNELLE | MCAD
15




               Art Director Adele Ellis, Copywriter Tim Gillingham
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17              BRUNELLE | MCAD
16




          Copywriter Mike Lescarbeau, Art Director Tom Lichtenheld
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17             BRUNELLE | MCAD
17




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
18




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
19




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
20




      In-class assignment:

      How would you create a visual
      solution for the VW Jetta campaign?




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
21




      Example from actual VW campaign:




                    Magazine ads used a gatefold to reveal...


COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17              BRUNELLE | MCAD
22




      Example from actual VW campaign:




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
23




      Example from actual VW campaign:




                         “The new Jetta. It’s all grown up.”


COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17             BRUNELLE | MCAD
24




      Example from actual VW campaign:




                 “The new Jetta. It’s all grown up. Sort of.”


COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17              BRUNELLE | MCAD
25




      Example from actual VW campaign:




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
26




      Example from actual VW campaign:




              Art Director Mike Gatti, Copywriter Alex Russell


COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17               BRUNELLE | MCAD
27




      Third reading assignment:




                                                     Text


       p12-127                         p71-101              “Is There
                                       &                    Any Hope?”
                                       p150-155             p59-73
                                                            & 74-84

COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17                  BRUNELLE | MCAD
28




      Thursday, Sept. 24

      Review reading assignment
      “Confronting the blank page”
      Exercise: your Top Ten Ads




COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD
29




      Thank you

      Office hours: Thursdays, 5:30-6:30pm,
      2nd floor cafe

      Email: tim_brunelle@mcad.edu

      Blog: usefullunacy.typepad.com

      Twitter: @tbrunelle



COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17   BRUNELLE | MCAD

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MCAD 2009 - Copywriting :: Session 04, Sept 17

  • 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #4 | September 17, 2009
  • 2. 2 Today’s agenda: Review VW Jetta assignment Discuss “visual solutions” Next reading assignment COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 3. 3 VW Jetta assignment It’s 2005. The new Jetta is coming. We need lots of headlines. Go. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 4. 4 Show your top five, hand in all 100 +95 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 5. 5 VW Jetta assignment Here’s a few billboard examples from the actual VW Jetta “It’s all grown up. Sort of.” campaign from 2005. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 6. 6 Copywriter Mark Billows COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 7. 7 Copywriter Mark Billows COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 8. 8 More examples here (image is linked). COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 9. 9 Visual solutions: A good challenge for ad writers is to figure out the fewest number of words needed to solve the problem. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 10. 10 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 11. 11 Photo by Matt McGrath via flickr COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 12. 12 Visual solutions: Sometimes, words just get in the way. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 13. 13 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 14. 14 Art Director Adele Ellis, Copywriter Tim Gillingham COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 15. 15 Art Director Adele Ellis, Copywriter Tim Gillingham COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 16. 16 Copywriter Mike Lescarbeau, Art Director Tom Lichtenheld COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 17. 17 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 18. 18 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 19. 19 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 20. 20 In-class assignment: How would you create a visual solution for the VW Jetta campaign? COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 21. 21 Example from actual VW campaign: Magazine ads used a gatefold to reveal... COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 22. 22 Example from actual VW campaign: COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 23. 23 Example from actual VW campaign: “The new Jetta. It’s all grown up.” COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 24. 24 Example from actual VW campaign: “The new Jetta. It’s all grown up. Sort of.” COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 25. 25 Example from actual VW campaign: COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 26. 26 Example from actual VW campaign: Art Director Mike Gatti, Copywriter Alex Russell COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 27. 27 Third reading assignment: Text p12-127 p71-101 “Is There & Any Hope?” p150-155 p59-73 & 74-84 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 28. 28 Thursday, Sept. 24 Review reading assignment “Confronting the blank page” Exercise: your Top Ten Ads COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  • 29. 29 Thank you Office hours: Thursdays, 5:30-6:30pm, 2nd floor cafe Email: tim_brunelle@mcad.edu Blog: usefullunacy.typepad.com Twitter: @tbrunelle COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD