Tag Archives: explosive

Triggering Events

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What makes people pull the proverbial trigger and buy? Naturally, as ad writers, we’d love nothing more than a firm belief that our finely crafted words are the sole reason people get up off the couch, hop in the car, and drive off – on a mission to spend their hard-earned money. Deluded much? Reality check – every purchase has… Read more »

Opposites Attract

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Sometimes, when dealing with things like department stores, you’re faced with strange dilemmas. You need to put two things in an ad that are completely and utterly unrelated to each other. Dropping down to a pair of targeted 15s isn’t an option. There isn’t enough to work with to make two 30s that aren’t full of pillowy, marshmallow-y, fluffy crap. Is… Read more »

The Dangling Conversation

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Clients love to dangle it out there. The request you have every God-given right to dread. The two voicer. It sounds innocent. Oh, yes, it sounds innocent. Innocent like a three year old with a Popsicle on a hot, sunny July afternoon, you’re thinking. No, this … this is a 100 megaton H-Bomb in a Sunday dress. And should you treat it the… Read more »