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Archive for October, 2007

Commercials, A Work of Art?

Tuesday, October 30th, 2007

by Donna Cooper, Jr. Copywriter

In reality, most people don’t give TV commercials the time of day. And they most certainly don’t evaluate a commercial as they would say, The Mona Lisa. Or do they?

Maybe we should take a closer look at commercials. It seems as though, in the world of filmmaking, TV commercials are a hot commodity. As more and more directors take their best shots at TV commercials, and some even get their start making commercials, it would only seem natural that viewers should turn a more critical eye on the pieces we typically deem “not worth our time.”

In a recent article from the New York Times, I read that Michael Mann, who has directed hit movies like “Aviator,” “Ali,” “The Kingdom,” and “Last of the Mohicans,” is taking a crack at the Commercial genre. He has recently filmed spots for Nike, and has done work for both Mercedes and Rolex.

As laymen, we think that commercials are the fast track “nowheresville.” Generally, if you’ve reduced yourself to being in, or directing a commercial, you were “dead in the water,” commercially speaking (no pun intended). However, recently we see increasingly familiar faces on the screen (i.e. Nicole Kidman, Adrian Brody, Kiera Knightly, Catherine Zeta-Jones, and Halle Berry), and some very prominent faces behind it (Michael Mann, Ridley Scott, Ang Lee, Wes Anderson, and Martin Scorsese).

Apparently, though, this isn’t a new phenomenon. According to the article, major Hollywood directors have been doing TV commercials for decades. Some directors even started their careers with this genre.

Now, with so many heavy hitters taking a crack at TV commercials, it might make you want to actually watch the TV commercials you so eagerly fast forward through on your DVR. You could be missing the next work of art.

Who knew that making commercials could be such a prestigious platform?

Before we know it, commercials will be a part of the Academy Awards.

Click here for NY Times article

Don’t Kiss Them Goodbye Just Yet!

Monday, October 29th, 2007

Between 5k’s, furniture shopping, baby showers, Halloween parties and World Series games, it’s hard to find time to register anything that was said or done through out the weekend. It all seems like a blur…and then, clarity.

I was reading the Small Agency Blog on AdAge and I only got as far as reading how one of the contributors had blogged before about the death of the 30-sec TV spot when I was struck by the memory of a conversation held over the weekend.

My friend, whom I also happen to work with, and I attended a baby shower of a longtime childhood friend on Saturday. It could be said that we were a little out of our element there. See, we’re in advertising and virtually everyone else at the party was in education. So, amongst the chatter of 3rd grade reading levels, FCAT testing, and lack of essential media support it wasn’t very often when a subject we could relate to came up.

For a while, we felt like spectators at a tennis match, watching the volley go back and forth from one teacher to the next, not having anything to say except: “They didn’t do that when we were in school.”

But, as the conversation tipped to our favor an interesting discussion ensued. As things generally do, the conversation turned to television and the miracle that is DVR. One of the attendees raved about how much she LOVED being able to skip the commercials. A part of me (while sympathetic) cringed. That is when my friend, who works in the media department, warned her not to get too attached.

And she’s right. It seems only natural that since DVR has become such a smash hit and people are watching fewer and fewer commercials that something would have to be done to assuage the decimation of TV spots.

While, nothing has been created yet, I’m sure it’s not too far off into the future that DVR fanatics will find they’re not allowed to fast-forward through commercials. It’s just like when you buy a DVD. Occasionally, at the beginning there is material that you can’t skip. You have to watch it in order to get to the menu.

This will be the future, my friends. Mark my words.

So, enjoy it while it lasts, folks. Eventually, you won’t be able to fast-forward through those pesky ads. You’ll just have to do what people have done for ages and ages before DVR.

Go to the bathroom.

A Scary Story by a Jr. Spookywriter

Friday, October 26th, 2007

A cemetery is a strange place. Not for the obvious reasons that you would think. Of course, they are filled with dead bodies, and are an overall gloomy place to visit, but that’s not what intrigues me about them.

I was sitting on the train, starring out the window, when we passed a cemetery. What was strange about this one was the fact that it had a solid 8-foot wall with barbed wired spiraled around the top. It got me to wondering: Who are they trying to keep out?

As curious as a cat, I couldn’t help but to check things out.

That evening, I walked the several blocks from my apartment to the cemetery with the concrete wall. At first there didn’t appear to be a gate, to get into the cemetery, which I found very peculiar, but nonetheless more intriguing. I continued to walk along the wall that never seemed to end.

I turned the corner and found myself staring down a dark street. The street lamps appeared to be out, and there wasn’t a person in sight. I hesitated for a moment, and then continued along the concrete wall. The further I walked, the darker it became. All the light seemed to extinguish as I walked on. I ran my fingers along the wall as I walked, the darkness was overwhelming and making it hard to see.

Finally, I felt the wall disappear beneath my fingers and I was startled by the sudden cold that seized my fingers. Realizing that I was now touching a cold, iron gate, I gave a little chuckle. Giving the door a little push, it creaked open.

I suddenly felt unsettled. It seemed strange that a cemetery with such measures to keep people out would overlook such a thing as an unlocked gate. Figuring it was luck I stepped inside the unnaturally dark cemetery.

As soon as I took two steps into the cemetery, what little light there was to begin with seemed to extinguish and the hair in my lungs was sucked right out. Panic crept up my spine as every hair on my body began to vibrate with apprehension.

Something wasn’t right.

I turned around to leave, only to realize that the gate I had come through had disappeared. Only darkness remained where the gate once stood. Turning around quickly, I felt the cold air surround me like a blanket. A suffocating blanket.

Fear paralyzed me, but only for a moment. The very next moment a sound, then a touch, made me scream out loud. Only, the scream didn’t carry like it normally would when a person is standing in the middle of a deserted cemetery where you could hear a spider spinning its web. Instead, it fell flat as if the cold night air absorbed it as soon as it left my lips.

I tried to run, but my legs were rooted in their spot. I couldn’t move. The ominous air was smothering me, stealing the air from my lungs, bit by bit.

Suddenly—long, icy fingers gripped my throat and all went black. I took in a mouthful of cold hair and heard myself gasp.

Finally, I felt myself picking up my legs to move. I began to run as fast as I could. Headstones and monuments jumped out at me as I ran with out knowledge of where I was going. Statues of angels and stone gargoyles seemed to be reaching out for me as I ran—pain searing in my chest, the cold air tearing at my lungs.

I heard the leaves shuffling behind me as I ran, but I was too scared to see if someone, or something, was following me. With a loud crack, and a cry of pain I hit what felt like a brick wall. In fact, it was an 8-foot high, concrete wall. I had found it.

A wave of hope overwhelmed me as I began to run along the wall, looking for a gate, like the one that let me in. I ran for what seemed like miles and nothing. No way, out. I jumped, trying to grab onto something, in order to climb the wall, but found nothing. I took a breath, and looked to each side, fear and panic threatening to overcome me. I could see something to my right.

Maybe, just maybe, if I could climb on top, I could climb over the wall. I ran to the stone mausoleum that stood next to the wall. As I was climbing to the top of the stone structure, I looked at my escape route and cried out in despair.

I had forgotten. Barbed wire glinted menacingly in the darkness. There was no way out.

And that’s when I realized. The cemetery wasn’t trying to keep people out.

It wanted to keep me in.

Marshall Field’s Vs. Macy’s

Thursday, October 25th, 2007

by Donna Cooper, Jr. Copywriter

Over the weekend I was watching Mannequin on A&E. As I reveled in the nostalgia of this movie, I realized that the setting looked oddly familiar. While I have yet to verify this, the department store, which was known as Prince & Co. in the movie, looked an awful lot like Marshall Field’s in Chicago.

So, I got on the internet and started to poke around to any references of that movie being filmed in the historic department store. While I found out that it was based in Philadelphia, I did come across something slightly more interesting.

Now, before I go into that, I’d like to take a quick detour. About a month ago, I was in Chicago for a workshop, and I actually went to this department store. It was amazing. Ten stories tall, a chocolate shop in the basement, an elegant restaurant on the 7th floor, and escalators that zig and zag all the way to the top.

But what was interesting about this building, and about what I found on the internet, was that Macy’s had recently purchased the May Company, which owned Marshall Field’s and switched the store to Macy’s in 2006—and the citizens of Chicago are not happy!

Marshall Field’s has been a landmark in Chicago for over 150 years, and the people of Chicago aren’t going to let it go with out a fight. Since the switch to the Macy’s Brand Marshall Field’s patrons have boycotted Macy’s (and Bloomingdales), petitioned the company, and have staged protests in an attempt to restore Marshall Field’s to it’s former glory and to reinstitute it as a Chicago Landmark.

Now, they won’t settle for just switching the name back to Marshall Field’s. Oh no! They want to turn back the clock and pretend Macy’s never even happened. They want to restore Marshall Field’s to the same standards of world-class quality in service, fashion, merchandise, food and culture.

So, what’s a brand to do?

While Macy’s is the largest department store in the world, with over 800 stores across the country, it can’t compete with the hearts of the citizens of Chicago, can it?

When does a brand like Macy’s, realize that they’re not going to win over the hearts and dollars of citizens in Chicago and throw in the towel?

Come on, Macy’s—Have a heart. Bring back Marshall Field’s.

Guy Harvey TV Spot

Wednesday, October 17th, 2007

Check out our TV spot on YouTube.

Guy Harvey & ARC Dehooker

Tell us what you think.

What Attention Span?

Thursday, October 11th, 2007

by Mynette Black

This has taken me one full day to get to the first sentence of my entry because of distractions and other deadlines, which gave me the idea of writing about our ever shrinking attention spans, or maybe just mine…

Of course in the world of a busy workload, constant incoming calls, emails, meetings, brainstorms, etc, we have a fair share of elements that beg for our immediate attention, regardless of what is currently underway. Multitasking is a prerequisite in this industry.

Now remove yourself from the office for the sake of this thought process, and think of the last time you were able to eat dinner without an interruption, or drive a few miles without checking your blackberry, or for a night out with friends for dinner, not one person took out their phones to text, email, or answer a call? As a child, how did I ever make it on a family road trip without having my personal TV in the back of my mom’s seat for unlimited DVD viewing, an ipod, or constant text messaging telling my friends how much fun I was having in the back of the car for 15 hours? Trust me, this would have helped my parents’ sanity had I been entertained on these trips, but it wasn’t available then.

I just caught myself on Monday eating dinner in front of the TV with my laptop on my lap, finishing a project, answering a call on my cell. This is not something new uncommon, nor did it come with the introduction WiFi, Blackberries or iPhones. Think about this: drive-thrus were invented for convenience, for those of us who think we can multitask, for those of us who need shortcuts to save time. We squeeze as much as we can out of a 24 hour day; what used to be a ritual, dinner in the home with the family, is one element of our double timing duties. In my opinion, the drive-thru began the onslaught of our shrinking attention spans, but that is a whole new story for a new day.

At least there are laws regulating where we can attempt to do more than one thing at a time in some states. For example, according to the Insurance Institute for Highway Safety there is a ban on using hand-held cell phones while driving in California, Connecticut, New Jersey, New York and Utah, and in DC. At least in those states, they are restricting this lack of attention to one task, driving, to avoid causing harm to others.

Have I lost you yet?

Take your attention span test to see where you rank or if you want to give yourself a headache, try this one on for size.

FYI, the total number of times I left this incomplete word document open to tend to other things and return to a half typed thought: 18, but I did meet the deadline.

Drivers…Start Your Engines!

Tuesday, October 9th, 2007

It’s back.

The most anticipated go-kart race of the year, the DBAF 100, will be held on November 9th. We have more excitement planned this year, with more laps and more activities for drivers and fans. Brighthouse is back as the presenting sponsor and Daytona Lagoon will be graciously hosting the event.  We have an excellent opportunity for all teams to have a banner produced and placed on the track during the race provided by Speedway Photo.  Plus, after the race, each team gets to keep their banner for future marketing needs. Each team will consist of 5 drivers racing a total of 100 laps. After the race, the party will continue upstairs where there will be a cash bar, appetizers, and the trophy presentation.
For more info or if your business is interested in entering a team please e-mail info@benedictadvertising.com

The Biggest Diamond in the Universe

Thursday, October 4th, 2007

by Donna Cooper, Jr. Copywriter

A former coworker forwarded me an interesting article. It was published nearly four years ago, but what’s a couple of years to the largest diamond in the universe? Scientists had finally been able to confirm a long suspected theory that white dwarf stars, primarily made of up carbon had crystallized cores, aka diamonds.

This star located somewhere over Australia, and about 50 light years away, contains the universe’s largest diamond, clocking in at … well, a lot of carats (10 billion trillion trillion). The largest diamond in the world is only a mere 546 carats and is known as the Star of Africa and is part of the British Crown Jewels.

This got me wondering…once we’ve depleted our diamond mines here on earth, will we start trying to harvest diamonds from these dwarf stars? Would that even be possible? How long until treasure hunters and diamond sellers are organizing space missions?

Even better, who wouldn’t want to be the first person to own a diamond from outer space? I wonder if DeBeers isn’t already planning a mission. Their campaign could be “Give Her A Diamond That Is Out Of This World!”

Just a thought…

The Poor Sales Rep

Wednesday, October 3rd, 2007

by Julie Coln, Media Buyer

There once was a sales rep from Nantucket

An ad agency requested a $5 million dollar proposal

She said to herself, “You demanding media buyers go suck it!

Just a few more days ‘til the 4th of July,

My bags are packed- I’m ready to fly!”

The buyer got a quote from another firm

And the RFP was sent out

The anticipation of waiting made the buyer’s stomach burn.

The potential client was blown away,

They got out their check books

They were ready to pay.

They signed the contract on the dotted line.

Everyone got a commission check,

They were feeling fine.

Everyone except that well rested rep from Nantucket.

Her commissions were dry that month

Not a dime in her bucket.

Moral of the story: Treat every request like a potential sale!

What I Learned in the “Windy City”

Tuesday, October 2nd, 2007

by Donna Cooper, Jr. Copywriter

So, the week before last my boss sent me on my very first Copywriter’s Workshop. To make matters even more exciting, it was in the fabulous city of Chicago. While about 90% of my family is from Illinois and still resides there, I had never been to the Windy City before. Needless to say, I was very excited! To make things even better, a very good friend of mine now lives in Chicago and agreed to let me stay with her.

So, I left for Orlando—it was pouring down rain, I thought Florida might wash away by the time I got back—and then headed to Chicago (via Miami—don’t ask). My friend picked me up that evening and we discussed the best way to get to the workshop in the morning, since I decided to forgo the rental car. I was advised that Chicago had a great mass transit system that would be better than driving. And right, they were.

I was a few minutes late on the first day, as we underestimated how long it would take on the “L.” But, no worries. I took my seat in the back, at a table with three other women, just as the speaker was finishing up her introduction.

I was excited to learn that we would be covering some topics that I was very interested in, such as how to overcome writers block, avoiding mistakes, and writing for different media. Interspersed through out each section, she threw in what she called “Magic Golden Rules” that weren’t in the workbook, but I found to be very helpful tips.

Some of the most useful things I learned at this workshop were several different brainstorming techniques to help overcome a creative block. I’ve been using a few of them since I returned and have been pleased with the natural flow of creativity that has followed.

Overall, the workshop was a refresher course in copywriting, which I recommend everyone do at least once a year, but it was also sprinkled with little nuggets of new information that was worth every penny.

Now, one of the most interesting things I learned while in Chicago had nothing to do with the workshop. Since I was a child I had always believed this to be true, and no one had ever corrected me. Although, I’m not sure that I had ever asked, either. Only after visiting Chicago, did I begin to question it. It started to occur to me that it might be a misnomer…but why?

Now, I pose this question to you…do you know why they call Chicago the “Windy City?”

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