The author chose to work as a copywriter rather than an art director, something new. They enjoyed the creative writing task. Their best idea came unexpectedly from a little joke, which inspired their successful campaign for Philips televisions. The author felt Philips' advertising was dull and wanted to bring humor while updating their tone for the 21st century. Their ads used subtle yet ridiculous descriptions of picture quality. The layout attracted viewers to read or subliminally notice the quality message. Their strap line referenced Philips' past slogan to position how the brand now makes good things great.

1. Ruth Heslop
Evaluation
serendipity. A term best used to describe the finding of something you were not expecting
to find. A term best used to describe my journey through out this brief. We were given the
opportunity to work as either copywriters or art directors. As all of the tasks prior to this
have revolved around art direction, I thought it best to try something new to see if I worked
better creatively if I went about it differently. I have always had passionate about writing
and for that reason I truly enjoyed this task.
It is said that your best ideas come to you randomly, when your not expecting them
(serendipity). This is exactly what happened to me. It was coming to the end of the day
and I was slowly beginning to lose motivation, when I simply jotted a little joke. I turns out
that this linked well with my brief and after development became the inspiration for my final
campaign.
In my personal opinion I feel that the way Philips advertises is extremely dull. I wanted to
create a campaign that bought a little bit of subtle humor to the company. Their tone of
voice is, in todays industry, very outdated. I wanted a way of bringing it into the twenty first
century as it were. To create this campaign I took features of the HDTV and described
them in a subtle yet ridiculous way for example ‘our picture is so sharp you could actually
shave with it. Not really. But we do make damm good TV’s.’
I chose to use this typeface created by Bella Elizabetta as it alway the ad to look slightly
sophisticated as a means of comparison to the text within it. I feel that the way I have laid
the text out on the page works well due to the fact that even if the viewer didn’t want to
read the whole ad they still get the message that Philips makes damm good TV’s. This use
of text also acts ideally as a psychological method to attract customers. Possibly without
noticing the first pieces of text their mind will subliminally be drawn to is that on REALLY
GOOD TV’s.
The strap line was originally used for a different campaign I had created, however after
further research about the Philips brand it came to my attention that its strap line at one
point was in fact ‘Lets make things better’ (serendipity). I took this to my advantage and
decided to use “making good things great’ as a way for the brand to say ‘we’ve gone
away, were made things better, we’ve grown up with technology and now we make things
great.’
In addiction to this task we had to complete a report about the aid of digital technology
within the industry. I found researching for this interesting. I will admit that at first I did fine
it quiet difficult trying to understand what it was that I was meant to be writing, but after
studying the brief carefully it became clearer and I feel that I have been successful in