This document contains a portfolio submission for an advertising campaign created by the student for their ADV 401 class. The campaign includes 3 print ads promoting the benefits of using Amtrak as transportation. It also includes 2 one-off print ads, one for Sunsweet Prunes and one using long copy to promote Demarest Farms. An ambient ad placement for Windex and a digital bathroom locator app for Sunsweet Prunes are also proposed. The portfolio summarizes each executional element and its objective.

1. Portfolio Submission
ADV 401
Spring 2014

2. A 1-3 Amtrak Campaign
For my campaign I choose to make a series of print ads for Amtrak. Each ad shows
a different benefit one receives by using Amtrak as a means of transportation. The
campaign accomplishes this both through the visuals and copy that accompany
each advertisement.

3. A-1
A 1 “Introducing All-Rail Drive”
A beneficial aspect of using Amtrak as a
mode of transportation is the peace of mind
that weather won’t be an impediment. This ad
plays off of car advertisements that attempt
to show off an automobiles ability to function
in inclement weather due to all-wheel drive.
Regardless of what car companies may claim,
even with all-wheel drive, they get stuck in
the snow more often than not. When’s the last
time anyone has heard of a train stuck in the
snow? Exactly.

4. A-2
A 2 Traffic Jam
Another Amtrak benefit is the guaran-tee
that they won’t hit any traffic. This
ad plays off of Amtrak’s lack of traffic,
by flipping a classic term, a ”traffic
jam”, into an example of the rides
comfort instead. The concept of no
traffic is something that can appeal to
just about any audience.

5. A-3
A 3 Wi-Fi is Free
The final ad in the Amtrak campaign
is more visually driven than the pre-vious
two, but it continues on the
campaigns goal of showing the audi-ence
Amtrak’s many benefits. In this
instance, the ad is showing off the
free Wi-Fi offered by Amtrak cars that
allow passengers Internet access all
throughout their ride. It simple, but
shows off the benefit of free Wi-Fi for
the audience.

6. B-1
B-1 SunSweet Prunes - Prunes are #2!
For my first one-off I decided to
make a print advertisement for
Sunsweet prunes, a product that is
on the more difficult side to advertise
because not many people enjoy
eating prunes. So in order to tackle
that issue I decided to make an ad
centred on a benefit of prunes that
drives most people to purchase, the
diuretic properties of prunes. Given
that the topic is difficult to openly
talk about, I made the copy a subtle
yet humorous lead for people to
understand what it is that makes
prunes so great.

7. B-2
B-2 Demarest Farms - Long Copy
Revival
My second one-off is for a small farm
in my town. As an aspiring copywriter,
I’ve decided to attempt a revival of
long copy advertising. The copy is a
story that details the farms unique his-tory
and dedication to maintaining old
traditions of farming that have been
with the farm since day one.
Why You Don’t Need
A Time Machine
To Get Fresh Produce.
Years ago the only
road that ran
through this town
was barely a road;
it wasn’t paved or
marked, the only
indicator that it led
somewhere was
the sign pointing
to the farms.
Back then the
few people
that lived in
these parts
were farmers,
born and raised
with a hoe in hand
and an internal clock
that woke em’ up with the
rising sun.
When
just about
everyone had moved to the
high-rises of the cement
jungle a couple miles east,
the farmers stayed.
But year a er year the
farms began to disappear; tempted
by the bright lights and allure of the
city that never sleeps, the men of the
elds started trading in blue collars
for white. A few le because they had
to, technology had started to move
faster than man and in time the
e ciency of machines made farmers
obsolete.
The vast forests
and massive
farms that used to
cover every square
inch of this town
quickly vanished,
and in their place,
paved roads and grey
factories grew from
the ground wiping away
the memories of a town
built o the land. e old
ways had been
pushed aside for
the new.
However, not every farm
gave in that easily.
Demarest Farms, once the smallest
farm in town, became the only farm
to stay true to its roots. From the day
George Washington Demarest bought
the farm in 1886 to today in 2014,
Demarest Farms has never once
All great things
begin with a George
Washington
strayed from its mission; to bring
people the most fresh and honest-to-god
natural produce the land has to o er.
Today, Demarest Farms still sits o that
original dirt road, o ering the same
fruits, veggies, and tradition we’ve
been selling since day one. So stop
on by and get yourself a taste of
the past.
DEMAREST FARMS
est. 186
244 Wierimus Rd, Hillsdale, NJ 07642
Farms forced to move
during the depression.

8. C-1
C-1 Windex - The Surface Cleaner
For my ambient execution, I took the
Windex surface cleaning product and
decided to place it in urban areas in
which cleaning is currently taking place.
The plan is as simple as placing a sign
with the product in these situations so
as to associate the brand with cleaning
on a grand scale. Anytime something
being cleaned, whether it is a dirty car
or a storefront window, a simple sign
for Windex placed correctly is all this
ambient campaign needs.

9. D-1 Digital - Sunsweeet Bathroom Locator
For my digital execution I decided to build off of my one-off for the Sunsweet
Prunes brand. The app is a bathroom locator, and works with one of a prunes
main benefit; it’s diuretic property. The app finds public bathrooms in the
nearby vicinity for personal use, and then allows people to review and rate the
bathrooms for use. Not every public bathroom is an enjoyable experience, so
why not avoid those if possible?
D-1