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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
3




      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
4




      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
5




      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
6




      Guest Speaker

      Sheldon Clay
      Creative Director
      Carmichael Lynch




COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1   BRUNELLE | MCAD
7




      Sheldon Clay’s presentation:




COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1   BRUNELLE | MCAD

A picture is worth
a thousand words.
      
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1

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 -------
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1

The Written Solution.
        
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1

Find The Voice.
     
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
Creed video: “Live by it.”

  Truth. Rebellion.
Freedom. Irreverence.
 Zero Room for B.S.
        
41




      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
42




      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
43




      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
44




      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
45




      Reading Assignment




                            (p204-237 “Stories”)




COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1    BRUNELLE | MCAD
46




      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
47




      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

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MCAD 2009 - Copywriting :: Session 06, Oct 1

  • 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #6 | October 1, 2009
  • 2. 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
  • 3. 3 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
  • 4. 4 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
  • 5. 5 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
  • 6. 6 Guest Speaker Sheldon Clay Creative Director Carmichael Lynch COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD
  • 7. 7 Sheldon Clay’s presentation: COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD
  • 8.  A picture is worth a thousand words. 
  • 16. ------- ------- An old man is but a paltry thing, A tattered coat upon a stick. ------- William Butler Yeats -------
  • 17. ------- ------- 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 -------
  • 18. ------- ------- Find the bathroom, The gut got anger. ------- Slug -------
  • 39. Creed video: “Live by it.”
  • 40.  Truth. Rebellion. Freedom. Irreverence. Zero Room for B.S. 
  • 41. 41 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
  • 42. 42 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
  • 43. 43 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
  • 44. 44 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
  • 45. 45 Reading Assignment (p204-237 “Stories”) COPYWRITING | FALL 2009 | SESSION 06, OCTOBER 1 BRUNELLE | MCAD
  • 46. 46 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
  • 47. 47 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