Archive for the ‘language’ Category

Bare your assets

July 6, 2011
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The room was buzzing at our Promax session in New York.
Were we in the buff? Nah.
We were stripping spots down to their bare essentials:
Message, Ideas, and Words.
The pictures were just a tease.
Click the bra to see what we showed.
Give it time to load. Chock full of fun spots!

writing bootcamp

May 26, 2010

This June we’re packing up our gear and heading to bootcamp in the tony jungles of LA.

Promax/BDA, the organization of TV promotion execs, invited us to put TV novices and honchos through some basic writing drills. Because, frankly, promo writing has gotten listless and lazy. Time to lose the love handles around the verbiage.

Ready for a bootcamp preview?¬†Check here over the next few weeks. You’ll find out how to:

-Kick your spots into award-winning territory

-Pack muscle onto your prose

-Settle the showdown between pictures and words

-Tell a competent story, soldier.

And if you’ve got a spot that you think would be prime example of any of these topics, we’re paying attention and we love showing you off.

At ease.

lingo stars

March 8, 2010

Give me fifteen minutes with a new on-air talent. I’ll tell you if they have breakout potential. How? By listening to them talk.

Breakout talent speak a different language from the rest of us.

Cruise the top ranked personalities of 2009. Rush Limbaugh? “Dittoheads” know their leader. Oprah Winfrey has her “aha moments.” John Stewart, “Not so much.”

One of my favorites, Rachael Ray, brings a whole new vocabulary to cooking.¬†When she calls olive oil “EVOO,” or declares “Yummo” after tasting a “spoonola,” she’s telling us that food isn’t serious. It’s fun and colorful and just us guys hanging around the counter.

What’s your brand lingo telling everyone?