Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #8 | October 15, 2009

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Today’s agenda:
Review your H-D manifestos
Words in broadcast vs. print
Reading assignment
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Option 1
Find a way to
make more
younger people
care passionately
about this brand.
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Option 2
Find a way for
this brand to
understand
how to be
more appealing
to younger people.
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Harley-Davidson assignment
Based on your insight—what idea can
illuminate or dramatize the situation
in a compelling manner?
1. Read your manifesto out loud
(Being a copywriter = being comfortable
selling, and selling your work)
2. Hand it in
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Words in broadcast vs. print
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Words in broadcast vs. print
Viewing vs. Hearing
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 10
Hear Hush Puppies radio spots here.
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Words in broadcast vs. print
Music-driven vs. Voiceover-driven
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Words in broadcast vs. print
Scripts vs. Talent
Scripts vs. Music + Sound Design
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Boatmen’s Bank :10 “radio
billboard” campaign
Lesson: Words are just words until
great talent (e.g. Thom Sharp) makes
them interesting.
Script #1: “Home improvements are
big projects, so finance yours with
a home equity loan from Boatmen’s.
And when you’re putting in shoe-
molding, don’t use real shoes.
Equal housing lender.”
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 16
Hear Boatmen’s radio spots here.
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Anheuser-Busch “Yodeler Beer”
campaign
Lesson: Make room for the stuff
that isn’t the words
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 18
Hear Yodeler radio spots here.
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Hayneedle “Brand Stakeholder” script
Lesson: Put down enough (but not too
much) information in the script to
help a remote reader hear and see
what you hear see, and take away
from the script what you want them
to take away.
(Per Chip & Dan Heath in Made to
Stick, you have to get past your own
curse of knowledge and help the
audience appreciate your context and
intent as they read.)
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Your Harley-Davidson manifesto:
In-class assignment
Translate to broadcast
1. What would be VO or spoken on
screen?
2. What would be type on screen?
3. What kind of music would you use?
4. How would all of this affect your
overarching message?
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Reading Assignment
(p 103-128
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD

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Thursday, Oct. 22
REVIEW the reading assignment
Guest Speaker: Kristina Halvorson
Discuss writing for interactive
COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 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 08, OCTOBER 15 BRUNELLE | MCAD