Happy Apple Watch Launch Day! As we eagerly await our delivery, we’ve been watching the three new 60-second spots released today, which do their best to display the features of the watch in a seamless montage of beautiful users using the device to wake up, exercise, and be in a relationship. But even at their most successful moments, they’re stretched. Still, we can’t wait to put these babies on our wrists!
“Rise” is the first ad, which shows how the watch is integrated into the morning routines of all the watch-wearers. You’ll see a guy hit the snooze button on his alarm clock, a woman misses her train, another turns on the lights of her shop, while another girl gulps down her coffee as she gets a calendar alert on her wrist.
Over the weekend, there was buzz about a recent marketing stunt. Ex Machina, a sci-fi thriller about an experiment involving the first true A.I. named Ava, has a profile on Tinder. Users swipe to the right to connect with her and she responds.
Even though I’m a copywriter, I still have to admit that I’m guilty of hovering my cursor over the “Skip Ad” countdown button on whatever YouTube video I have to watch immediately. This “unskippable” GEICO spot takes advantage of that, claiming that, “You don’t have to skip this ad, because it’s already over.” and then it totally pays off when you watch the whole thing to the end. I’m serious, I’ve watched it at least ten times already. Wait for when he steps into the salad bowl.
The March 2015 issue of Vogue features a 12-page spread of the Apple Watch and its style options. While it doesn’t come across as an unveiling of sorts, it does give us the brand’s positioning of the product as a fashion accessory as well as a gadget. The different bands range from an 18k rose gold to a green sports band, and I’m sure are priced accordingly. Which one could belong on your wrist?
Happy Pancake Day! I did some interesting research on the origins of this day, also called Mardi Gras or Shrove Tuesday. It is typically celebrated the day before Ash Wednesday, to indulge in what you would plan to sacrifice during Lent. But it originally was a pagan holiday.Before Christianity was a thing, the Slavs believed that the change of seasons was a struggle between Jarilo, the god of vegetation, fertility and springtime, and the evil spirits of cold and darkness. People believed that they had to help Jarilo fight against winter and bring in the spring. The hot, round pancakes symbolized the sun. It was believed that by eating pancakes, they got the power, light and warmth of the sun. What do you think the syrup represents then? Think about that next time you carve into a stack of flapjacks.
So in honor of Pancake Day, and all things hot, round, and powerful like the sun, let’s shop this Wonderbra ad.
This isn’t a “Best-Of” list, though it could be categorized as “Most Memorable” list, but then even bad ads make it onto those lists so let’s just call this a “List of Some Ads” we thought we should mention this morning.
If you’re like me, you’ve been clicking your browser’s “refresh” button at AdWeek’s Super Bowl Ad Tracker to get the latest on which brand’s are teasing or releasing their commercials before the big game on Sunday.
But the most memorable ad spot comes from 2000. A commercial that has outlasted even the company it endorsed. It somehow is the perfect combo of silliness, Americana, and cuteness. Featuring a cast of cowboys wielding lint-rollers and lassos, your seven layer dip has nothing on the layers of this masterpiece.
I love commercials almost as much as I do not love football. The idea of a brand buying a kajillion dollar :60 second spot and making us laugh, or cry, or gasp in shock, is so cool to me. If anything, it reminds me that while technology still cranks out flashy-but-doomed novelties and things are filmed and printed in 3D (why?) writers still need to tell stories, and people still need to hear them. We tend to hang onto those stories that ring true for us; the messages that illuminate something old in a fresh new way. It is an elevated but classic form of communication, and it is so, so, so important and will never not be.
Have you guys seen the new awesome (surprise, Weiden & Kennedy, Portland) Weight Watchers spots? I think I actually bolted upright from my horizontal couch position mid-Hulu binge when I saw this campaign.
Good morning and welcome to Copy Shop Tuesdays! Every week we will look at an existing print ad, critique it, and ultimately take a few passes at new copy.
This week I picked a Brown Cow yogurt ad from 2006. It’s too long. Anyone can write long content, but a good copywriter can cut to the chase and present engaging copy that captures the essence of the brief, and essentially, the attention of its audience.
A tried but true writing exercise is to take an existing ad and, going backwards, try to piece together the brief. For the sake of continuity, let’s use this five-step template: