Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #4 | September 17, 2009

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Today’s agenda:
Review VW Jetta assignment
Discuss “visual solutions”
Next reading assignment
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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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

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Show your top five, hand in all 100
+95
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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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

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Copywriter Mark Billows
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Copywriter Mark Billows
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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More examples here (image is linked).
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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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

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

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Photo by Matt McGrath via flickr
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Visual solutions:
Sometimes, words just get in the way.
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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

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

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

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

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

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In-class assignment:
How would you create a visual
solution for the VW Jetta campaign?
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
Magazine ads used a gatefold to reveal...
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
“The new Jetta. It’s all grown up.”
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
“The new Jetta. It’s all grown up. Sort of.”
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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Example from actual VW campaign:
Art Director Mike Gatti, Copywriter Alex Russell
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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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

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Thursday, Sept. 24
Review reading assignment
“Confronting the blank page”
Exercise: your Top Ten Ads
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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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