Heather on Advertising

Interning

noreply@blogger.com (Heather Shlutz) — Mon, 27 Dec 2010 21:46:00 +0000

Wow! So much can happen in a matter of days. I've been emailing my resume to hundreds of agencies and have heard from all but... none. Then, to my surprise, I recall a family friend who has connections in the industry. A few days later, I've landed an internship at a major entertainment advertising agency and I'm working on copy for a hit TV show.

What it really comes down to in this city, no matter how amazing you are (and believe me, I am incredible), it's all about who you know.

Now you may be asking yourself, why copy? I thought she wanted to be an art director? I do. Or, I did? It isn't like that decision was put in stone. I was always under the impression that I'd find myself in college. Or, at least find my career path. Now, I find myself still figuring that out.

I know I'm a phenomenal writer, but I also love art. Then I ask myself, are graphic arts for me? Do I have the patience? Or is copywriting more of my creative forte? Could I be a copywriter with the eye of an art director? Two-for-one special, people.

It's been a while...

noreply@blogger.com (Heather Shlutz) — Wed, 08 Dec 2010 02:55:00 +0000

Geez louise. Has it really been over a year since I've updated this blog? Poor thing has been neglected. Partly because of life, but mainly because of frustration. But, I think it's time to get back in the game. I've recently (as in about six months ago) graduated with my degree in advertising and have been on the job hunt ever since. It's a rough world out there and even with my degree, there's so much to learn.

Funny thing, my last post was about VW's advertising... and I believe there were a few posts prior to that about VW ads as well... And wouldn't you guess it, I am now a VW driver.

Now that I'm no longer a student and doing make-up to pay my bills, I have a bit more time on my hands... and with that, more update to come soon.

VW and Crispin Split

noreply@blogger.com (Heather Shlutz) — Tue, 18 Aug 2009 18:14:00 +0000

Yesterday, Agency news announced the split between VW and Crispin Porter and Bogusky. At first, I was shocked by this. Some of the most memorable and powerful ads in recent years were from Crispin. VW was always thought of as being an unsafe car. They disproved that in their ads by crashing their own cars - without test dummies - and made consumers remember that "safe happens." And also thanks to Crispin, anytime I see Brooke Shields I think of the Routan Boom...

But despite all that, and the fact that VW's market share did increase by 0.4% through July (making their total share of the market 2%), they had a decrease in sales by 13.5%. This was, however, a result of the over all 32% automotive market decline. On a positive note, VW is continuing to grow globally, and with that, is searching for the right agency who can better express the image of the VW brand.

According to Tim Ellis, VP-marketing at Volkswagen of America, "The Volkswagen brand needs to inspire our base of enthusiasts as well as reach out and captivate those in mainstream America. Therefore, we are re-evaluating all areas of our business and after careful considerations have decided to take the necessary steps to ensure we have the right agency partner in place."

So, with that, VW bids farewell to CP&B.

And in honor of Bill Bernbach, the great originator of the Volkswagen brand (and thanks to Rodney Mason for this) I give you 12 inspiring quotes:

1) The most powerful element in advertising is the truth.

2) Word of mouth is the best medium of all.

3) It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

4) Nobody counts the number of ads you run; they just remember the impression you make.

5) You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

6) Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

7) Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

8) No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

9) Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

10) Advertising doesn't create a product advantage. It can only convey it.

11) Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

12) Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

-Bill Bernbach

We're in a Crisis...

noreply@blogger.com (Heather Shlutz) — Wed, 29 Jul 2009 15:14:00 +0000

A hair crisis, apparently. Well, men are at least.

Bartle Bogle Hegarty recently came out with a campaign launch for Axe hair products. I typically like BBH's style and the creative they come up with, but there's something about this campaign - at least the videos I've seen from it so far - that just... bothers me.

Now clearly, I'm not the target audience, but as an advertising student, I can still appreciate ads that aren't meant for me.

On a positive note - BBH does do a great job at implementing various media into their campaign with a music video, TV ads (which also runs online - hulu.com was where I first saw them), a downloadable ring tone, etc; and at illustrating the problem that their target market has. Nonetheless, the commercials [I've seen] are corny and lack the stereotypical sexiness and humor that other Axe ads portray.

The ads focus too much on the women and their "mission" as opposed to the product and it's effects (in other Axe ads, we see the product - and get that it'll bring women to you. In this, the women are coming to the men).

Maybe they're trying to take their ads "out of the box," but in my opinion and from a creative standpoint, it just doesn't work. But, who knows. With the commercial success and product sales, I could be proven wrong.

Here's the music video, if you so choose to torture yourself:

Rich Media Monday

noreply@blogger.com (Heather Shlutz) — Mon, 27 Jul 2009 19:27:00 +0000

I know it's been quite a while since I've updated with anything. With the end of the Spring 2009 semester, Summer school, and my internship at Inveneo, and continuing my part time job on the weekends - I've been entirely too busy for much of anything else but sleep. I've also recently updated my website: Sprouting Creativity.

So with that, I've decided to dedicate this post to Rich Media Monday. Seeing as how it's Monday... We're all coming back from our weekends, and pouring cup after cup of coffee... who wouldn't love a little interactive fun to keep us awake at our desks?

Now, you don't have to be a fan of golf or video games or even Tiger Woods, for that matter, to appreciate the interactive beauty of this web banner (courtesy of @creativesocial). This rich media banner (created by Freestyle Interactive Agency, US) takes you through various "sites" as you click through them. In the end, you reach the EA sports website where consumers can purchase Tiger's PGA Tour 10 video game.

Meanwhile, (courtesy of doubleclick.com) McDonalds (agency: Tribal DDB) and the Sims 3 (Freestyle Interactive) imbed their video advertisements within their banners. The Sims 3 ad does a great job in somewhat integrating game play within their ads, while McDonalds continues the rich consistency of it's McCafe campaign. Check 'em out!

Shake It Up!

noreply@blogger.com (Heather Shlutz) — Thu, 30 Apr 2009 06:17:00 +0000

This is one of the reasons why I love advertising - for innovative and creative ideas like these. A Youtube video of game play footage to promote "Wario Land: Shake It" for Wii with changes to the Youtube interface. You can even pick up the different tables and move them around. It's amazing! Absolutely mind-blowing advertising done by Goodby, Silverstein & Partners of San Francisco (and with a ridiculously tight budget for this project, I might add).

An account manager from Goodby, Silverstein & Partners spoke in a class at SJSU yesterday. The theme to his presentation - that everyone is creative/creative ideas can come from anywhere. It was inspiring and intimidating at the same time. There is so much creative talent out there and so much competition. I've got a long road ahead of me and there's so much to learn. It's exhilarating.

What's Happening Now

noreply@blogger.com (Heather Shlutz) — Tue, 07 Apr 2009 06:38:00 +0000

I just saw this commercial for the first time last week, and I must say... stats and things like this always impress me. It would definitely be interesting to see the research put in to making this ad. Research is definitely not my thing, so props to the team at Goodby Silverstein.

It was funny, I asked a friend if he knew what this ad was for without seeing the brand's logo at the end. He said he had no clue. School has done me some good. I knew right away by their use of yellow, black, and the word "now" that it was an ad for Sprint.

Make Face Time.

noreply@blogger.com (Heather Shlutz) — Tue, 10 Mar 2009 07:18:00 +0000

This is totally a "duh" statement, but I'm going to say it anyway. We live in an unbelievably technological and digital world (go ahead, get your "duhs" out now). As consumers, we indulge in the coolest gadgets and the latest technologies. The Blackberry was nick-named a Crackberry and kids are getting on the news for breaking records for numbers of text messages sent and received each month (I believe the most was something ridiculous like 35,000... In one month).

Last semester, in my MCOM63 "New Media" course we were exposed to something called "Second Life," an online game that, many users, don't find to be a game at all. I go into it more in my other blog, but basically I end saying this:

"I think advances in technology are great and important in our society today, but it’s also important to stop hiding behind your computer screen, get out of your house, and experience real people, real places, real trees, and real life."

Needless to say, I absolutely adore this concept for Dentyne. It was done by the creative team at McCann Erickson and first debuted last fall. I've seen the commercials on TV and I've seen the web advertisements all over my Pandora site. The campaign plays on our ever-evolving digital age with "friend request accepted" and "the original instant message," but it also brings us back into reality and reminds us that sometimes, we need to take a break from our HD TVs, Crackberries, Facebooks, and blogs. Get out, experience real love, real life, and of course, fresh breath.

Impact.

noreply@blogger.com (Heather Shlutz) — Thu, 05 Mar 2009 06:34:00 +0000

Wow... It's been WAY too long since my last post.

My excuse: I'm taking 18 units this semester. But with the classes I'm taking, I'll hopefully come out with some great stuff for my portfolio when I finally dig my way through this mountain of school work.

Ok... bringin' it back into focus...

Recently, in my consumer advertising class, we had to draw up a story board for one of our favorite TV commercials (meaning we had to figure out what some of our favorites were).

The one I chose was the "Like" Volkswagen ad done by Crispin Porter + Bogusky in 2006.

Not only was I emotionally AND physically impacted by the ending of the ad (which still scares the shit out of me), but it also triggered my memories. I was in a pretty bad accident a couple of years ago and I fractured my back and neck in four different places. It was pretty rough for a few months, but I'm okay now. I remember looking at Jetta's when I began my search for a new, safe car. I still want a Jetta! Unfortunately, I can't afford one right now.

Anywho... This isn't a personal blog and the point I'm trying to get to...

The impact of advertising. Besides the fact that I'm an advertising major, and I already feel like I eat and sleep advertising... Now I'm dreaming of it. Yes. I had a dream about this ad.

Sure, I've learned about the impact and influence of advertising, and I'm still learning. But for some crazy reason, this dream made me really realize the strong influence of advertising, on the conscious and unconscious mind.

Somebody's Watching Me...

noreply@blogger.com (Heather Shlutz) — Tue, 27 Jan 2009 23:34:00 +0000

This is Kash. He's the money you could be saving with Geico. He's peering deep into your soul as if he knows you want to save money.

Those are just a few lines from the new Geico commercials that I was able to pick off the top of my head. So it seems that the gecko got the boot and was replaced with this... a simple stack of money with plastic eyeballs. I love how the simplest of ideas can be such a hit. Ogilvy said it best, "K.I.S.S.... Keep it simple, stupid."

The first time I saw Kash, I started cracking up! I loved it. I have a bit of an attachment to that cute little gecko, and I hope he's not gone for good (I really wanted to see him in that little suit one of the executives tried to give him in one of his last commercials [that I've seen]), but it's nice to see some new ideas from The Martin Agency.

The character represents the average national savings consumers get from using Geico, about $500, said Mike Lear, associate creative director at The Martin Agency, an IPG shop in Richmond, Va. "Geico loves to talk about savings, that's their recurring theme," he said. "We just dumbed it down to the most basic thing in the world, 'I want more money.'"

The Intern Race

noreply@blogger.com (Heather Shlutz) — Fri, 09 Jan 2009 01:40:00 +0000

I'm in the process of applying for an internship this summer. It's more tedious and draining than I thought it would be.

I made a list of about 50 different agencies and I've typed up cover letters specific to each one of them.

As of today, I've "applied" to 25 different agencies. *crosses fingers* I'm no where near done, however. After I'm done sending out my cover letter and resume, comes the seemingly never ending list of follow-up calls to be made. I'm excited though! It's going to take persistence and patience, but as long as I get an internship somewhere (which I don't doubt that I will), it will be well worth the effort.

"Encourage innovation. Change is our lifeblood, stagnation our death knell." - David Ogilvy

Ogilvy's Leadership Principles

noreply@blogger.com (Heather Shlutz) — Sun, 04 Jan 2009 06:37:00 +0000

I just finished chapter 4 of Ogilvy's book, Ogilvy on Advertising, covering his tips on how to run an agency. I came across a few principles and quotes about leadership and what makes a good leader. I thought it would be a nice addition to this blog.

Great leaders...
almost always exude self-confidence (p. 51)
are always fanatically committed to their jobs
are decisive
are curiously complicated

The most effective leader is one who satisfies the psychological needs of his followers (p. 52).

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it (p. 51).

And last but not least:
"The man who said the wisest things about leadership was Field Marshal Montgomery:

'The leader must have infectious optimism, and the determination to persevere in the face of difficulties. He must also radiate confidence, even when he himself is not too certain of the outcome.'" (p. 53)

Disneyland... Made in Part by a U.S. Corporation Near You!

noreply@blogger.com (Heather Shlutz) — Mon, 29 Dec 2008 20:48:00 +0000

Yesterday I spent the day at Disneyland with my sister and I don't think we argued at all... It really is the happiest place on earth.

Every time I get to experience the magic of Disney, I find myself in a world only attainable by a trip to the Magic Kingdom. No matter how many times I've seen the spectacular fireworks over the Disney castle, I'm still overcome by amazement and awe everytime.

I love Disneyland.

Now, seeing how this is a blog about advertising, you're probably wondering what the heck my trip had to do with it. Well...

I'm starting to think that studying advertising is a conspiracy created by the AAAA (American Association of Advertising Agencies) to attract more college students to various products across the nation.

Kidding.

But in all honesty, it really amazes me how much more attention I pay to advertising things these days. Even on a day when I'm taken by the magic surrounding me, I can't help but notice that the Tiki room is brought to us by Dole and that even the fireworks spectacular, Believe, is brought to us by Honda (these being only two of the many I noticed).

My question for Disney is...
You've been around for over 50 years and you've created an amazing brand for yourself. Disney is a HUGE company - selling t-shirts, hats, dolls, DVDs, and salt-and-pepper shakers. Disney has it's own cable channel and is still creating box office hits. I can't even begin to imagine how much money their theme parks take in across the globe - Tokyo, France, California, Florida... billions, I'm sure.

So why the need for corporate sponsorship?

Maybe it's not a need at all. I have a feeling it's more like... a favor Disney gives to these people (or maybe even a trade off). Perhaps it's similar to Oprah's book club (strange comparison, I know). But think about it... She has these unheard of authors on her show, and BAM! they're a Los Angeles Times Best Seller. Sure, Dole and Honda aren't exactly unheard of (and obviously, their exposure at Disneyland is FAR from free of charge), but with Disney backing them, I'm sure it's a big push in their sales. Especially when you're waiting in line or standing around for hours... You can't help but be bombarded by all the advertisements that surround you.

Just a thought.

"Journey"

noreply@blogger.com (Heather Shlutz) — Wed, 24 Dec 2008 22:35:00 +0000

"Photography is a journey. How will you remember the trip?"
Photography is not only about making memories, but it's also an art form. I think this ad conveys that perfectly.

This is an ad done by GREYnyc, directed by Andrew Douglas.
"Inspired by Canon."

I was sitting at a sports bar, and this ad came on during a football game [not to my surprise, the majority of the ad entails a football]. My conversation with my friends came to a pause as my attention was immediately caught by this ad. It's beautiful! The music is inspiring, and the snapshots creating the moving picture is genius. I instantly knew it was an ad for either a camera or a printer of some sort and I couldn't wait to see what product the commercial was advertising. After the ad was over, I said to my friends, "Wow. That was really awesome!" They looked at me like I was some kind of freak.

It's amazing how much MORE attention I pay now to different commericals and advertisements. Funny what being an ad major does to you.

Fruit is Getting Fishy.

noreply@blogger.com (Heather Shlutz) — Tue, 09 Dec 2008 21:29:00 +0000

I saw this ad today on Creativity's Top 5. It was done by TBWA, Norway for Smartfish Omega 3 Fruit Juices.

Did Erik and Robin drop some acid before designing the campaign for this ad? I'll give it to them, this ad definitely grasps your attention, and the art work is something you don't see every day within advertising (or maybe I just need to start paying more attention to ads overseas), but I'm not certain I'm persuaded to go out and indulge in this delicious sounding product (fish & fruit? *gags*)... I'm sure most people understand the benefits of Omega 3, which can be found in fish, but I'm not sure these ads accurately portray that... I love the colors and the illustrations, they're so obscure; and I'm interested to see how this campaign pans out.

ME on Advertising

noreply@blogger.com (Heather Shlutz) — Thu, 04 Dec 2008 20:47:00 +0000

For those of you who are keen on the world of advertising, the significance of this book to the title of my blog will be clear. Seeing as how this blog will be dedicated to advertising as is Ogilvy and his book, I thought it to be a fitting title.

I'm in my third year of college and my first semester at San Jose State University as an Advertising major. I'm a newbie in the ad world and I've yet to get the chance to read it. With the semester coming to a close, however, my first priority over winter break, is to read this book and get its concepts underneath my belt.

I had to create a blog to post a few video blogs on for my final project in my MCOM63 [New Media] class; I figured it would be a great start in focusing not only this blog, but also my academic and business career towards a passion for advertising. I plan on posting about ads that I think are fantastic, ads that are a disgrace, and other miscellaneous advertising type things.

I'm an aspiring art director and really hoping to get into an agency during Summer 2009 for an internship.I've made a list of quite a few agencies and I'm working on getting my portfolio together and a cover letter out. Wish me luck!