Little do many of you know but I have had an intense few weeks. I’ve been involved in a little thing called the ‘Spring Project’ (I’ll talk about that later) and I’ve learned so much in it about myself and my career. One of those lessons is that I am a storyteller, without a doubt, which will probably take me down the copywriter route in advertising. I’ve alway had a suspicion but it’s much clearer these days and that is what I’ll focus on come 2011.
Now, copywriters are most famous for headlines. They do much more than that but that’s the main preconception of the job description. I have done a bit of headlines, taglines etc and there is an art to it. The more you put in, the more you get out in terms of originality and creativity. If you look, for example at the Economist work by Abbot Mead Vickers, some of my favourite headline work, it is cunning and marvelous.
So when this spot rudely interrupted Soccer Saturday I felt part of myself die. It actually one the most poor and uninspiring lines I’ve ever seen. When I brainstorm a line, that sort of thing comes out, now and again, but it never occured to me that it was good enough for me, never mind for an actual campaign.
What a tragedy to advertising this is.