Posts Tagged ‘Write with Balls’

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!

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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.

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?

uncorking ideas

October 15, 2009

It’s spring in Johannesburg and if that’s not enough to put a smile on my face, new friends and fantastic wine does.

Preparing another session of Write With Balls, this time for Promax/BDA Africa and I turn on the TV. What’s on in the southern hemisphere? Plenty of channels and a familiar line-up; Discovery, Nat Geo, Cartoon, and CNN. But I watch for the ads.

So, how does Coke talk to its customers? With music of course. There’s a detergent for doing laundry in a bucket vs a washing machine.

Plus ads for a very special kind of bra. Well, not exactly a bra — something you wear over a bra. These print ads show you what you need to know.

push_up_bra

push_up_store

More from Jo-burg in a day or two. In the meantime do you ever turn the TV on when you travel, if so what do you like? I once saw a game show in Italy that was over the top. You?

SouthAfrica

apply attitude

July 1, 2009

Attitude can have an amazing effect on your voice, tone, and manner.

So take your personality (see “begin with personality”) and strike the right ‘tude.

 

Picture 3

Here’s more fun from our popular Promax/BDA session . . .Picture 10

Sister networks, TNT and TBS, know how. Like most sisters they share things; sweaters, boyfriends and movies. But one is all laughs, the other a drama queen.

Recently, both aired “Titanic.” Remember– Big maritime disaster? Leo DiCaprio dies slow icy death?

Here’s how TNT (We Know Drama) promoted it:

 

and here’s how TBS (Very Funny) handled the same movie.

Like two different movies, right?

Attitude frees you up to romp in your creative playground. But like cosmetic surgery, you can go too far, and your audience might not even recognize you. 

Not sure what we mean? Here’s another “surprise endings” for you. Can you guess which network this spot is for?

Really, who needs Viagra.

Ever see an identical product or program promoted differently? Sure you have – let us know what you’ve seen and what you like. We love attitude and are always searching for brilliant examples.


begin with personality

June 23, 2009

We gave a session on brand personality and writing at the 2009 North America Promax/BDA conference last week.

The conference was terrific and our morning session was SRO for the second time in as many years. Think the a.m. crowds were hoping for free cappuccinos? Note to conference committee, next year larger room and Barista. Nary a tomato was thrown. In fact, the crowd wanted more. Actually they wanted a link. So, due to popular demand and the bing of our blog here are some highlights.

Part one.

Picture 10

In the future, everyone will have balls.

We will have them. You will have them.

By balls, we mean personality. First, a quick question. Do you have a personality?

Please watch the following.

Did you find either one funny? Phew. You do have a personality.

Personality is what makes us distinct. It’s  how we relate to each other.

And the root of personality?

Personality.

All media is becoming more personal.

And so are brands.

Ever wonder what the opposite of balls, or personality, looks like?

Voila.

BUDWEISER

Those old ads make us laugh because they’re devoid of personality. Everyone is too perfect, and perfect just isn’t human.

Perfect balls.

So, when you’re filling out your creative brief, forget  “engaging, upbeat and likeable.”

Think cranky teenager, like Adult Swim.

Or . . .fun loving predator,

Shark

Or bitch.

PerfectBitch

Remember, you’re the mastermind of your brand’s personality.

When it comes to Network brands, their balls are in your court. Proof positive your job is more fun than being a massage therapist.

For a copy of the entire session and some unforgettable (but liscensed spots) check with Promax/BDA.

If you would like information on our critically acclaimed workshops on brand personality, writing and creativity, click here.

surprise endings 2 – revealed

June 18, 2009

Picture 10We’re fresh back from the Promax/BDA conference. Thanks to everyone who came to our session. You rocked!

For fun, on this blog, we had posted the spot below –but stopped it before the ending. People had to guess who it was for. And we loved the answers! Now, here’s the complete spot.

How close did you get?

surprise endings 1 – revealed

June 17, 2009

Picture 10

We tracked down amazing spots for our  session, “Write with Balls”, at Promax/BDA this week in NY. Each spot has its own distinct personality. But sometimes, we’re shocked and awed to find out who the commercial is actually for.

Previously, we had posted the spot below and stopped it before the ending. People guessed who it was for. (Great guesses, by the way!)

Now, here’s the complete spot. Admit it, you’re a little shocked.

our favorite ‘lil spot this week

June 15, 2009

birdie

Axe doesn’t mince words, only genders.

More great spots coming in our Promax session, Write with Balls.

10:30 Thursday June 18th in NYC