The Power of Simplicity
by Jeffrey Hedquist

If you throw three balls at someone, they’ll drop them all.  But if you throw them one, they’re more likely to catch it.  Want your potential customers to catch the ball?  Give them one strong, simple idea.

How?  Try writing your commercial as a :10. This forces you to Condense the elements of the commercial into one big idea.  Then expand it into a :30 or :60 story with a compelling opening, middle and close - one that resonates with the audience.
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Advertising to Generation Y - by Bob Quick

We really need to take a long hard look at how we market to Generation Y. The classic “scream at the listener” car dealer-type commercial does not ring true to this generation. Who likes to be yelled at? Just as Top 40 jocks have dropped their screaming style of delivery from the 1980’s (see Ryan Seacrest), we need to find more subtle ways to write and produce copy. (more…)

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