I must admit, I am often at fault for this. It’s easy to write copy that consists mostly of fluff, which leaves you pulling out a tired exclamation point to try and convince your reader that, “No! Trust me! This is really exciting stuff!” while not actually saying anything interesting.
However, for those of you trying to get into the ad business (or any creative industry for that matter), let me assure you that no recruiter or CD will ever ask you what your GPA was. They will not care what school you attended, nor will they care if you even graduated. All that counts is your book. “Show me the work” comes before “Show me the money.
This is very true. Of course, the rub is that creating a great book can drive you insane, as Sullivan continues:
But getting to a great ad portfolio is very different — and much harder — than getting great grades. Mostly because there’s a single correct answer for any test question, one you can usually find written down somewhere in a book. A great portfolio, on the other hand, is a big hot mess of mind-roastingly cool ideas pulled out of the thin blue air and executed so well they raise the hair on an interviewer’s arms. But the main difference is this: the really great books are the ones filled not with problems someone solved, but problems they found.
I think I’m going to start describing my jobs as that when I meet new people.
“What do you do?”
“Oh, I’m an advertising copywriter.”
“What’s that mean?”
“It means I exist in a big hot mess, looking for a mind-roastingly cool idea.”
SodaStream Banned Ad I can barely type the phrase “the best Super Bowl ad you never saw” because it sounds so cliché. But this time, it’s the truth.
CBS refused to air this clever ad (what else would you expect from Alex Bogusky?) for SodaStream because it was too direct of a competitor for two of the network’s biggest sponsors: Coke and Pepsi.
I happen think CBS has the right to air whatever commercials it wants to—it owns the network. I also think it is a HORRIBLE business decision that shows a lack of vision and integrity. First they 86 awarding the Hopper and now this? Bad form, CBS.
Big Media’s protection of Big Sugar just shows that it’s in its death throes. Does it not realize that?
UPDATE: I had originally embedded the spot CBS did approve for broadcast. Patrick’s tweet tipped me off. I’ve replaced it with the banned version.
Gotta say, I’m kinda partial to the approved one, from an advertising standpoint. It features the product a little more while still communicating the same message. I’m not sure how much you gain by directly attacking the competition like they do in the banned version.