Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #6 | October 1, 2009

2
Today’s agenda:
Review your Top Ten ads
Guest Speaker: Sheldon Clay, CD at
Carmichael Lynch
Discuss the evolution of “brand
voice”
Harley-Davidson creative brief
Reading assignment
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Assignment: Your Top Ten ads
1. Check out a variety of Communication
Arts ad annuals or One Show or ADC or
D&AD annuals; or go online:
W
Ads of The Worldhere
One Show did you
Cannes Lions look?
Creativity/AdCritic
Communication Arts Annuals
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Assignment: Your Top Ten ads
2. You be the judge. Use PostIt Notes
How
or print them out. Make a collection of
m any
all the ads you think are the best from
a few years of different competitions.
did you
Then—narrow down your top ten.
pick?
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Assignment: Your Top Ten ads
3. Print each of your ten ads on an
individual piece of paper. B&W is fine.
Bring all ten ads to class.
Show us
y our
fa tes!
vorix10
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Guest Speaker
Sheldon Clay
Creative Director
Carmichael Lynch
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Sheldon Clay’s presentation:
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD


A picture is worth
a thousand words.



Poetic Imagery.


------- -------
An old man is but a paltry thing,
A tattered coat upon a stick.
------- William Butler Yeats -------

------- -------
Being shot out of a cannon will always
be better than being squeezed out of a tube.
That’s why God made fast motorcycles,
Bubba.
------- Hunter S Thompson -------

------- -------
Find the bathroom,
The gut got anger.
------- Slug -------


The Written Solution.



Find The Voice.


Creed video: “Live by it.”


Truth. Rebellion.
Freedom. Irreverence.
Zero Room for B.S.


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The evolution of “brand voice”
What do you think a brand is?
What elements contribute to our
definition of a brand?
How does a brand get to be? What’s
the process for building a brand?
What helps (or harms) a brand in
staying consistent over time?
What role does copywriting play in
the evolution of a brand?
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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The evolution of “brand voice”
First and foremost, it’s about a
collective understanding.
It’s about the team, and culture and
your ability to work together.
It’s a brand because you want it to
be and customers want it to be.
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Creative Brief #2: Harley-Davidson
Find a way to
make more
younger people
care passionately
about this brand.
That’s it.
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Harley-Davidson assignment
Research the Harley-Davidson brand.
When did it start?
How has it evolved?
What has/hasn’t changed?
Who loves this brand now and why?
Where do these brand lovers live?
What makes H-D’s brand fans tick?
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Reading Assignment
(p204-237 “Stories”)
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD

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Thursday, Oct. 8
REVIEW the reading assignment
DISCUSS your Harley-Davidson research
Guest Speaker: Dion Hughes
In-class: Start writing a manifesto
for Harley-Davidson (optional: figure
out a way to fold in the all-school
“space/time” project)
Homework: Finish your H-D manifesto
COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 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 06, OCTOBER 1 BRUNELLE | MCAD