Posts Tagged ‘Single Message’

Write with 3 Balls

June 28, 2010

This year the Promax/BDA conference in LA brought in great speakers from around the world and smashed last year’s attendance numbers. We felt honored to be included.

We had a blast presenting “Write with 3 Balls” to the audience of marketing executives, and they returned the feeling. Loved seeing that SRO crowd. As promised, here’s what we showed. Enjoy and please let us know what you think!

[The presentation is packed with good stuff and videos–please give it a few moments to load up.]

Promax Presentation

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aim true

May 31, 2010

Promax Boot Camp preview

Every award-winning spot shares one thing in common.

You’re probably thinking big budget, but not so fast. What’s the one single thing award-winning-wows-around-the-water-cooler spots have?

They have a single message. One point. One idea.

As Grandpa Button used to say, “You can’t hit two targets with one arrow.” It only looks easy. Nailing that single message takes plenty of practice so let’s give it a go.

Here’s a kick-ass spot. You tell us the single message. We’ll bet four to one you get the answer.

What is the main message?

A. OMG, there really IS a water shortage!

B. All my voice-overs should have a French accent.

C. Axe=Sex

Think you’ve got the hang of it–good. Next, how do you decide what that single message should be? That, my friend, is for Boot Camp.

At ease.

good morning, sunshine

March 15, 2010

We love spring.  Crocuses nosing up from the earth. Sunshine spilling onto the sidewalk when you leave work.

But up in Inuvik, the Canadian Artic, sunshine has an even greater power. For sixty-six days of winter, they’re encased in darkness. Which makes this documentary style spot, from Tropicana Canada, so charming. And their message about brighter mornings so meaningful.

Find a story. Or make a new story that meshes with your brand. Tell it honestly. You invite people to experience your message, instead of bracing themselves for your sell.

What story is waiting for you?

can’t help ourselves

February 28, 2010

Thirteen of us crowded onto the sofa and chairs around the Superbowl, and this spot came on. A man, a boat, and a horse. The guys laughed because it poked fun at what they think women like: six pack abs, diamonds, and “tickets to that thing you love.” The women laughed because this guy is pumped full of himself.

Women and men: now that’s a tightrope of humor. Old Spice pulled it off, towel and all.

That’s the beauty of finding the right point of view in your brand personality. When it works, you can’t help yourself.

How have you used POV to grab someone’s attention?

*If you want to meet the guy behind the Spice, go here.

our favorite un-app

December 2, 2009

We love how, when everyone’s going in one direction, someone chooses to head in the other.

Like this spot for the Florida Keys. Simple. Memorable.

What’s your favorite twist?

walk in workshop

May 29, 2009

They warned us that the Indians run late. Our 9a session started closer to 9:15. No worries I got to finish my tea. Folks were still trickling in when we received the cue to start.

LB up first. Good morning and thank you. We are Tooth+Nail. We are not dentists. I thought it was a stellar beginning. My turn next and the topic was creative briefs and the key message. I show an ad, you tell me what the key message is. Interactive, engaging and a chance to share great work from around the globe. 



We were about to show our kick-off spot, from Heineken, a funny crowd warming video. Then the power went out. When it resumed our computer was in a coma. I was feeling catatonic as well. LB didn’t miss a beat. She informed the crowd that while the computer was rebooting we would act out the spot.

LB opened imaginary closet doors and shrieked with delight at shelves of imaginary shoes. I  jumped up and down pretending to see shelves of beer. The audience loved it.

The attendees from the morning session returned for the afternoon session; we passed the workshop litmus test. In fact, they had to add more chairs.

Three and a half hours later we ended the workshop by playing the spot we intended to open with. The audience shrieked. You’d almost think they were in a closet sized refrigerator filled with beer.