Creativity and Copywriting - Video

Creativity and Copywriting
Lecture 10 Video

Lynn CS4029 Lecture 10
Creative
Thinking
Ad
Review
Commercial
Break
Lecture
(Part 2)
Lecture
(Part 1)
Creative
Thinking
Activity
Flickr user Brandon rivera
LECTURE
BREAKDOWN

“Growth”
2 Start with the simplest of the words and then proceed step-by-step to the more
complex. Explain the stages of growth and their feasibility.
I’ve chosen four random words: nappy, pebble, massage, lump.1
3 You have 5 minutes to write down your thoughts.
Creative Thinking

Creative
Thinking
Team Ad
Review
Commercial
Break
Lecture
(Part 2)
Lecture
(Part 1)
Ad
Review
Activity
LECTURE
BREAKDOWN

Ad Review

Creative
Thinking
Commercial
Break
Lecture
(part 2)
Lecture
(part 1)
Lecture
(Part 1)
Activity
Ad
Review
LECTURE
BREAKDOWN

Animated Word

Lynn CS4029 Lecture 10Lynn CS4029 Lecture 10 Flickr user Tom Mrazek
The Electronic Wheedwhacker Age…is
here…[TV ads] will have to be voluntary
destinations, as all companies will suddenly
be in the entertainment business.
Jeff Goodby
“

Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting

TV dominates, but viewing habits have evolved
and will continue to evolve rapidly.
Flickr user LG전자
Evolution

Today, we see less TV ads…
thanks to ad blockers, torrent
services, and subscription models.
Be more interesting so
people pull in your ads.
Evolution

Today, we have more
fragmentation…
Because no longer are larger
audiences tuning in to the
same show at the same time.
There is an increasing number
of viewing options between
digital and TV.
Be more concise and
contextual.
Evolution

Today, we have better data. Be more consumer-centric.
Evolution

With the ubiquity of data and faster internet
speeds, video formats are increasing
exponentially.
Evolution

Video = Equal TV
Evolution

POP Display Online Video Platforms Mobile Interstitials Rich Media
Evolution
Cinema

Mobile First
http://bit.ly/2mxIK4K
Evolution
People, particularly in Asia, are using their
mobile phone as their primary connected
device. They use it to consume content,
connect with others, as well as engage in
commercial activity.

Second Screening
Evolution
http://bit.ly/2lI7fNw
People are increasingly using mobile devices
while watching TV; sometimes accessing
supplementary content or applications to
enhance their viewing experience.

On-Demand
Evolution
http://bit.ly/2lcflfl
There is an increasing number of systems that
allow people to watch video content when
they choose, versus having to watch it at a
specific broadcast time.

Sense check: Can you write the
single idea on a sticky note?
KISS Viewers
Advice

Brand: Alka-Seltzer
Title: “Mama Mia”
Idea: A man, advertising a brand of spicy
meatballs, needs Alka-Seltzer after failing
to do a perfect “take.”
Brand: Greenpeace
Title: “Dumb Animals/Fur Coat”
Idea: A bloody fashion runway dramatizes
the killing of animals for fur.
Aim to capture the basic idea of your add in a single frame.“One Frame Goal”
Advice

Be Visual First
Sense check: Do you get the
commercial with the sound turned off?
Advice

“The eye will remember what the
ear will forget.”
Advice
- Luke Sullivan

Balance Sight & Sound
Sense check: Does the copy
reinforce the visual message?
Advice

Be a good enough writer to know
what words to leave out.
Advice

Be Agile
Sense check: Has the final ad improved
from the original concept?
Advice

“You write it when you write it.
You write it when you shoot it.
You write it when you edit it.”
Advice
- Tate Taylor

Next Steps
Sense check: Do your viewers
know what to do next?
Advice

Sense check: Does your product,
or things associated with it,
move?
Advice
Create Movement

Whatever your idea, get to it fast.
Then, keep moving.
Advice

Sense check: Do I have to show
everything? and if not, Will it be
better?
Advice
Don’t Reveal, Imply

“What we imagine in our heads is
often more powerful than anything
explicitly shown.”
Advice
- Pete Barry

Simple, literal, and objective description
of the action, dialogue, VOs and SFX of
the proposed ad. It’s often written in 3rd
person.
Techniques - Presentation
Script

Usually hand drawn set of frames, which show
the key points of action within the ad.
• “Establishing shot” – 1st key frame, sets up
the story and/or location
• “End frame” – last key frame, shows the
tagline and/or logo
Storyboard

A basic animation that sequences the key
frames of a storyboard. It’s typically used
for ad testing, which is a highly
controversial technique.
Animatic

Demonstration
Literally or metaphorically show the
product benefit in action.
Techniques - Execution

Narrative
A story that takes shape from
conflict resolution.

Man Against Nature
Man Against Society Man Against Machine
Know your plot lines

Creative
Thinking
Commercial
Break
Lecture
(part 2)
Lecture
(Part 1)
Commercial
Break
Activity
Ad
Review
LECTURE
BREAKDOWN

Flickr user Leahcim Nhoj
1
5
2
6
3
7
4
8
Commercial Break

Factual Emotional
Commercial Break
Demonstration Narrative

Creative
Thinking
Commercial
Break
Lecture
(part 2)
Lecture
(Part 1)
Lecture
(Part 2) Activity
Ad
Review
LECTURE
BREAKDOWN

Story hunting
Regional Creative Director, Octagon
Lizi Hamer

Creative
Thinking
Commercial
Break
Lecture
(Part 2)
Lecture
(Part 1)
ClosingWrap-Up
Ad
Review
LECTURE
BREAKDOWN

Go get ’em

Creativity and Copywriting - Video

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