Advertising Copywriting.… · Web view · 2016-01-26Advertising Copywriting. Portfolio of Work. This is a compilation of work I have done as part of a team in my advertising copywriting

Advertising CopywritingPortfolio of Work

This is a compilation of work I have done as part of a team in my advertising copywriting class. Copy writing advertisements each week included television, radio, billboard, online, and print ads.

Fall 2015

Table of ContentsReflection.................................................................................................2

The Gorge Amphitheater Advertisement Campaign..............................6

This campaign was designed to show off the beauty of the Gorge Amphitheater and everything it has to offer.

Band-Aid 95th Anniversary Ad Campaign..............................................17

Band-Aid has been around for 95 years. We want to show you that Band-Aid has always been there for you and appreciates its customers.

No Beef. Just Burgers............................................................................27

It's National Cheese Burger Day! Get a free burger at your favorite fast food chain.

Emily DuPlessis For City Council............................................................37

Emily DuPlessis is running for Ellensburg city council. This campaign shows here commitment to the community and its schools.

Get On Your Feet, Become Elite............................................................43

Ads designed to persuade youth and their parents to join the Ellensburg Elite, Breakaway Tournament for AAU basketball players.

University of Oregon.............................................................................52

Apply to University of Oregon Fall 2016 and find out what this school has to offer for you.

ReflectionOver the course of this class we worked on many different advertising campaigns with various

advertising outlets. Out of all of these campaigns, my favorite one was the Band-Aid campaign. I

particularly enjoyed the Band-Aid campaign because I stepped out of my comfort zone. I was on

the radio team for that week and felt as though radio would be a weakness of mine because I

do not listen to it very often. However, I took on the challenge and ended up coming up with a

large portion of the story outline and script. My favorite part was creating the tag line “Sticking

to you…and your story… since 1920.” Outside of my group, I enjoyed this campaign because the

class as a whole worked together quickly and cohesively. During our brainstorming process as a

collective group, everybody was really involved and firing off ideas. This campaign, in my

opinion, felt the most complete and realistic to real world experience. Our professor took the

time to say that is one had the potential to be a real ad campaign for Band-Aid.

The most challenging project for me by far was the Ellensburg Elite campaign. I struggled to find

any creative freedom in the beginning of this project because I did not have a full

understanding of our purpose. I was not sure if we were campaigning to get young pre-

teenagers to join the Ellensburg Elite basketball team or the AAU basketball tournament hosted

by them. Being on the television commercial, I was trying to find a way to inspire young pre-

teenagers and parents to sign up for this basketball tournament itself. The client wanted the

television ad to be very local friendly. To achieve this, we designed the commercial to have a

cameo from the Central Washington University basketball team as spectators at the

tournament.

Copy writing has a huge effect on advertising campaigns. The copy writers essentially design

and outline all the different forms of and advertisement. They are often times sending the

outline of each ad to a third party that will actually make the ad tangible. Due to this

responsibility every word of the campaign must be clearly understood so that meaning and

context is not lost from the paper to the actual ad. Along with this, certain brands have specific

guidelines that must be met in the way their ads are written. The University of Oregon for

example is extremely precise with their brand all the way down to the font style and colors.

Something as simple as saying “U of O” instead of “UO” is a big deal because this is not how the

brand identifies itself.

This class was very collaborative and group oriented in every aspect. At the beginning of each

week, when we are assigned out campaign, we formed a large group circle to brain storm ideas

and the focus of the campaign. After a good understanding and focus was achieved, we then

would volunteer or be assigned to a certain ad outlet. That week’s leader would then check on

the progress of each group throughout the week. On Thursday, we would gather into one large

group and present what we each had and begin finalizing our campaign. Someone from each

group would then submit our section to the group leader(s) who then complied the sections

into one cohesive document by Friday.

The Gorge Amphitheater Advertisement Campaign

Leaders:

Raylene Garot

Jonathan Osborne

Television:

Andrea Brendersen

Regina Carter

Chance Davis

Radio:

Hunter Bleha

Jessica Fisher

Beau Lowry

Billboard/Online:

Katherine Duhrkopf

Dillon Peterson

Letter:

Kramer Cirineo

Shaun Orme

Andrew Ulstad

Com 305

60 Second TV Commercial Template

Abstract/ Synopsis;

For this commercial we want to show off the scenery and the land that The Gorge Amphitheater has on its property. The main festivals that will be featured in the commercial are Sasquatch, Watershed, and Paradiso since these are the biggest shows that The Gorge has to offer. We will do this by making the video a stationary shot that will slowly give a panorama view of the whole property in a time-lapse. As we pan the camera from a birds-eye view we will slowly reveal from left to right more and more of the property.

As we do this we will show brief clips of past concert venues that will slowly add to the beauty of the land. The theme for the commercial needs to be upbeat and fun. The time-lapse will help show how many people show up to the venue when it a venue starts. We want people to see the beauty and natural features of The Gorge while at the same time showing them how much fun they could have.

Opening Scene:

The opening scene will start out quiet, with sounds of nature only, on a wide angle shot overlooking The Gorge from a birds-eye view so you can see the empty concert venue with just the stage. It will show the beauty and features of the geography and in the background you will be able to see the Columbia River. This will show that even though it is just a concert venue it still has more to offer. Once the camera shot starts moving right, it does so the entire 60 seconds without stopping.

Script – exact copy – stay within 60-second time limit

5 sec- Camera shot begins at the far left of concert venue and start to pan to the right. You can see the sunrise beaming off the hills, the Columbia River, and an empty concert venue. Everything is quiet as we just show off the beauty of the area.

10 sec- As we keep panning right, it’s turning into the afternoon and the scene will cut into a show of Sasquatch live with Modest Mouse playing their set and everyone in the lawn dancing and looking happy. It will still be daytime so you can still see the Columbia in the shot.

5 sec- The camera keeps panning to the right while the Sasquatch clip is done. The shot goes back to the empty Gorge venue as the sun starts to go down into the evening time. We still see some of the lawn, but the camera is moving a lot closer to the stage, with the stage almost being in the entire picture now.

10 sec – As it becomes sunset, the camera keeps slowly panning on the stage with an amber colored sky. It then cuts to a scene of Luke Bryan playing his set at Watershed. The picture is a lot different from Sasquatch as this is a country music festival with people in cowboy hats partying and celebrating America.

5 sec- The scenery remains the same as the Watershed clip stops. The camera still pans to the right and finally the whole venue stage is approaching the middle of the shot. It is now nighttime, so the view becomes dark.

13 sec- The camera then flashes like a strobe light while cutting to a scene of the packed venue during Paradiso during Zedd’s set. This camera shot will flash to this clip along with the beat of the music and then stop flashing showing the straight clip of Paradiso at the chorus of the song. The crowd is dancing and having fun while the stage lights and lasers beam off the entire audience.

3 sec- Camera cuts back to the same picture but with an empty, silent venue again. The only thing in sight will be the reflection of the moon off the stage and Columbia River along with clear visibility of the stars as we start to see the stage leave the shot. There is no more music at this time.

4 sec- As the camera keeps panning past the stage the entrance of the campgrounds come in to view and you can see that it’s absolutely packed. People are walking to and from the concerts with their friends.

5 sec-The camera then quickly cuts to the campground where all you see is a big open field filled with various lit up tents in everyone’s campsite. All you hear are the sounds of nature and crickets. Then, “The sounds of summer are waiting” appears on the screen with “The Gorge” underneath it in smaller letters and “Quincy, WA” in even smaller letters under the venue name.

Total= 60 seconds

Voice Over: yes or no

Celebrity/Trademark References

Songs/live performance clips featured in the campaign:

Float On by Modest Mouse [live at Sasquatch]

Country Girl (Shake it For Me) by Luke Bryan [live at Watershed]

Clarity by Zedd [live at Paradiso]

30 Second Radio Commercial

Abstract/ Synopsis:

This is an online radio commercial that listeners would hear while using an online streaming radio service like Pandora or Spotify. The commercial aims to paint a picture in the listener’s head of the Gorge Amphitheater’s beauty. We also provide the website link to find information on the 2016 concert/festival schedule, ticket and camping prices.

Sound Effects /Music

The background sound is a crowd cheering and chanting encore. Progressively throughout the commercial the cheering gets louder.

Voice Over

The voice over is Dave Mathews from the Dave Mathews Band.

Script

*Crowd cheering* “ENCORE!”

“The Gorge Amphitheater, where the music is live and the views of the Columbia River are spectacular. This summer come listen to your favorite artists from a wide variety of genres. “

“The beautiful Gorge Amphitheater is located just three hours from Seattle.”

“Visit gorgeamphitheatre.net for the latest concert schedule, ticket prices and camping information.”

“The Sounds of Summer Are Waiting. “

The crowd roars and you here Dave Mathews Band back onstage for their encore, Crash Into You starts playing.

Billboard Template

Abstract/ Background Image

For this billboard we will have two pictures that shows the view of The Gorge. The first picture on the left will an aerial view of the venue during the day with no people, this will showcase all the views offered. Then, on the right will be the second picture, which shows the Gorge at night during a concert with all the stage lights on and full of people. This will give a view of the changes of the Gorge from day to night, as well as the atmosphere that it brings during their events. Centered top and middle in bold white letters will be “The Sounds of Summer Are Waiting”.

Picture

(The Gorge empty during day)

Picture

(The Gorge at night during concert)

The Sounds of Summer Are Waiting

Tagline

“The Sounds of Summer Are Waiting”

Target Audience/ Goals of the Message

Our target audience is people who enjoy going to concerts or people who are interested.

Goal: To show the beauty of the Gorge from through the day and at night during a concert.

Online Advertisement

Abstract/ Image

Our focus is to redo the front page of the Gorge Amphitheatre website. We begin with a bright blue background color, this will allow the words and mainly the pictures to stand out and be the main focus. We will have “Gorge Amphitheatre” centered at the top with the tagline, “The Sounds of Summer Are Waiting”. On the right corner, the contacts/social media sites are listed. Centered below, the Gorge title at the top, will be the links to the other pages of the website. Below the links will be an updated short blurb about the Gorge and the main characteristics. Below that will be four pictures, two pictures of the Gorge during the day and at night while the venue is empty. Below those two are pictures of the Gorge again and pictures with the venue full of people during the day and at night. This will show off the views of the Gorge and the atmosphere right when an individual goes to the website. Below that centered at the bottom of the page will be the concert/festival headliners for summer of 2016.

Gorge Amphitheatre


Contacts

&

Social Media

Sites

Links

About The Gorge

Picture

(Empty Gorge at night)

Picture

(Empty Gorge at day)

Tagline


Source/ Online Platform

The online platform we chose was The Gorge Website.

Audience/ Goals of the Message

People that are repeat concert attenders and also people show interest in the concerts held at the Gorge.

Goal: To show appeal to the website while still bringing attention to the Gorge.

Picture

(Full Gorge at day)

Picture

(Full Gorge at night)

Concert Headliners Summer 2016

Print ad


A scenic sunset shot of the main stage at the Gorge amphitheater. The river glistens in the background, while the foreground is empty except for the stage. The stage is fully set up, but there are no people in the photo.

Overhead in the sky, the tagline “The Sounds of Summer Are Waiting” sharply contrasts with the light sky in big, bold letters.

Tagline



Concert-goers

Repeat customers

Goal: to advertise the natural beauty of the Gorge to concert-goers across the PNW and beyond

Mailer Template


The mailer is shaped like a greeting card, landscape orientation. The front has an image of the offered grass seating area with the tagline “The Sounds of Summer Are Waiting” overhead.

When the card is opened, a pop-up version of the stage appears. Behind the stage (on the backside of the front flap) is a photo of the Gorge during sunset.

The following facts are listed on the bottom flap, below the stage:

Solo artists Festivals 20,000 Capacity Campgrounds nearby Still need convincing? Go to gorgeampitheatre.net to learn more!

Tagline



Concert-goers

Repeat customers

Goal: To advertise the natural beauty of the Gorge to concert-goers across the PNW and beyond.

Band-Aid 95th Anniversary Ad Campaign

Group Leaders: Regina Carter

Kramer Cirineo

60-Second Radio Commercial:

Hunter Bleha

Jonathan Osborne

Andrew Ulstad

60-Second Television Commercial & 30-Second Split Television Commercial:

Andrea Berendsen

Jessica Fisher

Raylene Garot

Postcard Ad & Letter Ad:

Chance Davis

Katherine Duhrkopf

Billboard & Online Ad:

Beau Lowry

Shaun Orme

Dillon Peterson


Abstract/ Synopsis:

At the beginning, all you can hear is background noise typical of a high school hallway; lockers shutting, students chatting, etc. Two voices emerge from the crowd, one male one female.

The female notices a scar on the boys arm, and asks how he got it. The boy then goes into a very dramatic story of him running through the woods, chasing wild animals that had attacked his house. The girl only half-believes his story, and questions him in the middle.

After the story, a third male voice enters, and tells the real story; that the first boy was scratched by his cat (Mr. Whiskers) while trying to collect him and bring him back inside. The voice-over talent


Lockers shutting, indecipherable hallway chatter typical of a high school

Dark, ominous music lightly in background while the story is going

Voice Over

Voice-over talent: deep, clearly distinguishable from the story talent, the same voice telling the kids story?

Story talent, 3 Main voices:

2 adolescent males

1 adolescent female

Script

4 seconds of background noise, establishing location as a junior high school just after summer break (lockers closing, pre-teens chattering about their summer break)

Girl: “Hey, Ian, how’d you get that scar?”

Boy 1: “Oh, this? Well, it was the dead of night. Fog was rolling in, instilling an eerie sense of calm while the adrenaline pumped through my veins. I could barely see, but I was at a dead sprint. Every step I took, I’m quietly hoping they weren’t smart enough to circle back. Finally, just when I was ready to give up, I catch ‘em; the pack of wild dogs that had just attacked my mother…”

Girl: “Alright, hold up. I feel like if there was a pack of dogs attacking people, I would’ve heard about it.”

Boy 1: “Okay, okay, it was my cat. But anyway, I finally catch up to them…”

Boy 2: “Dude, c’mon. You got that scar chasing (emphasis) MR. WHISKERS back into the house, and your mom put a band-aid on it.”

Boy 1, quietly: “Well…yeah, but…it healed up quick.”

VO: “Band-Aid: Sticking to you…and your story…since 1920.”

60 Second TV Commercial

Abstract/ Synopsis:

Our intent is to pull at our customers heartstrings. The commercial will feature a young man through different stages of his life, from a baby to a grandfather. This commercial demonstrates how Band-Aid has been connected to its customers for 95 years.

Opening Scene:

The commercial starts with a mother holding her baby at the doctor’s office as he is getting his first shots. She is comforting him as the doctor gives him a shot and puts a Band-Aid on his arm.

Script:

*Mom holding baby at the doctor’s office and comforting him. Doctor gives baby a shot

Mom: “It’s okay baby Joe (in a soft and comforting voice)”

*Doctor gives Joe a shot and baby starts crying. Then doctor puts Band-Aid on baby and he stops crying.

Scene flashes to Joe as a four year old learning to ride his bike. Joe falls of the bike scraping his elbow and his mom comes out placing a large Band-Aid on his elbow.

Mom: “Don’t worry Joe you will learn to ride your bike very soon.”

*Next scene Joe is a teenager shaving his face in the bathroom and accidentally cuts his face.

Joe: “Mom where are the Band-Aids?”

Mom: “I don’t know Joe, look under the sink. (She talks from the other side of the bathroom door)”

*Flashes to next scene where Joe is in his thirties and a dad to a four year old. The two of them are fixing the kitchen sink and Joe cuts his hand in the sink. His child runs out the kitchen to grab him a Band-Aid.

Joe’s child: “I’ll be right back dad!”

*The child comes back with a Band-Aid and puts it on his father’s cut.

As the commercial fades out you hear an acoustic version of “Lean on Me” by Bill Withers.

The slogan, “Sticking since 1920.”


Abstract/ Synopsis:

Our intent is to pull at our customers heartstrings. The commercial will feature a young man through different stages of his life, from a baby to a grandfather. This commercial demonstrates how Band-Aid has been connected to its customers for 95 years.

Opening Scene:

The commercial starts with a mother holding her baby at the doctor’s office as he is getting his first shots. She is comforting him as the doctor gives him a shot and puts a Band-Aid on his arm.

Script:

Mom holding baby at the doctor’s office and comforting him. Doctor gives baby a shot

Mom: “It’s okay baby Joe (in a soft and comforting voice)

*Doctor gives Joe a shot and baby starts crying. Then doctor puts Band-Aid on baby and he stops crying.

*Flashes to next scene where Joe is in his thirties and a dad to a four year old. The two of them are fixing the kitchen sink and Joe cuts his hand in the sink. His child runs out the kitchen to grab him a Band-Aid.

Joe’s child: I’ll be right back dad!

*The child comes back with a Band-Aid and puts it on his father’s cut.

As the commercial fades out you hear an acoustic version of “Lean on Me” by Bill Withers.

The slogan, “Sticking since 1920.”

Postcard Ad

Abstract/Background Image:

Front:

This is a post card that we will send out to all the supporters and customers of Band-Aid. The post card will be 3 ½ x 6 inches. It will look exactly like a Band-Aid and say “Thanks for Sticking with us”.

Back:

On the back of the post card it will peel off exactly like a Band-Aid usually does. As they peel it they will reveal a 10% off coupon that they can use for any Band-Aid Purchase.

It will also say I fine print: “This coupon can be redeemed at any participating retailers. Good for one time use only. One coupon per customer. EXP. 12/31/16

Tagline:

“Thanks for Sticking with us”

Target Audience/Goals of the Message:

Thank You For Sticking With Us

Mail list:

Use data that has been collected by Band-Aid that has customers and supporters contact information.

Letter Ad

Abstract/Background Image:The letter ad is a full-page spread, simple blue background color therefore all the images stand out. Then in a horizontal line starting with a baby (African American) pushing a toy covered in Band-Aids, then a toddler (Asian) with a tricycle, a young girl (Caucasian) riding a scooter, a young boy (Hispanic) with a BMX bike, a college student (African American) with a long board, then a grandma (Caucasian) with a walker. All the individuals will have wounds visibly covered in Band-Aids that are significantly brighter than the rest of the images. The tagline underneath “We’ve Stuck with You Since 1920”, in bold, clear letters, centered at the bottom on the page.

Tagline“Sticking Since 1920”

Target Audience / Goals of the MessageThe target audience is consumers of the Band-Aid brand. The goal of the letter ad is to show the audience that Band-Aids are used by everyone and have been around for 95 years.

Billboard Template

Abstract/ Background Image:

The intent of this billboard advertisement is to bring attention to the general public of Band-Aids loyalty to serving their customers for the past 95 years. We would like to remind the public that Band-Aid is synonymous with bandage and they will continue to serve their customers for generations to come.

The billboards background will appear as skin i.e. Arm, knee. Over the skin will be written 95, which will be in a collage format with all of the different styles of Band-Aid styles used in the past. This will take most of the billboard, which will be centered. In the bottoms right hand

corner we will have the tag line written, “Sticking since 1920” with Band-Aid written in their signature red.

Tagline

"Band-Aid, sticking to you since 1920"


-All generations

-Celebrating 95 years


Abstract/Image :

2- 3 paragraphs explaining the intent and theme.

The intent of this online advertisement is to bring attention to the general public of Band-Aids loyalty to serving their customers for the past 95 years. We would like to remind the public that Band-Aid is synonymous with bandage and they will continue to serve their customers for generations to come.

We plan to execute this by displaying a timeline on a large Band-Aid through the last nine decades. Each decade will highlight a person from that era with a Band-Aid displayed on their person. This will remind our target audiences of Band-Aids dedication to its customers for the last 95 years and its promise to continue.

Tagline

Band-Aid sticking to you since 1920


Online magazine


-All generations

-Celebrating 95 years

No Beef. Just Burgers. The beef is over, the burgers are done

Leader: Chance Davis

Date: September 31, 2015

Client: National Cheese burger Day

60-second radio commercial

Shaun Orme

Beau Lowry

30-second television commercial and 30-second split television commercial

Chance Davis

Jonathan Osborne

Andrew Ulstad

Andrea Berendsen

Print Ad #1 and Print Ad #2 (letter ad and Post card ad)

Kramer Cirineo

Dillion Peterson

Hunter Bleha

Billboard and Online Advertisement

Jessica Fisher

Raylene Garot

Regina Carter

Com 305


30 Second Split

Abstract/ Synopsis;

The commercial starts as a simple backyard barbecue with dance music playing softly in the background. The camera pans across the scene, landing on Wendy. She begins to bob her head, a la “Night at the Roxbury.” Ronald notices this, and begins bobbing his head along.

As the music starts to pick up, we see three other mascots, The King, Jack, and the Happy Star, bouncing to the beat and looking from mascot to mascot. The music volume begins to increase as Jack begins doing the robot. Various other cheesy dance moves ensue (including the sprinkler, jackknife, worm, and others) as the dance off grows in intensity. Eventually, mascots are pulling each other out of the middle of the circle to one-up each other.

As The King pulls Jack out of the circle, the other dancing mascots close in and begin arguing. At that moment, the music stops, and Terry Crews breaks into the center, shouting “Guys, the beef is over…the burgers are done.”

Cut to all enjoying a cheeseburger around the picnic table, smiling and joking. The slogan “National Cheeseburger Day: No beef, just burgers” fades in over their heads.

Opening Scene:

At a backyard barbeque, mascots from various fast food (Jack in The Box, McDonalds, Wendy’s, Carl’s Jr., Burger King) chains gather. There is dance music playing gently in the background. The camera pans across the scene, showing a picnic table with no food on it, the grill, and finally landing on Jack, gently bobbing his head to the music.


SHORT

:07 - Intro/Camera panning across the scene

:03 – Camera shows Wendy Bobbing her head

:04 – Camera shows Ronald bobbing head, with music volume starts to increase

Cut straight to dance-off

:08 Break up fight, Terry bursts into the middle of the dance circle as they get out of hand. “The beef is over, the burgers are done.”

:08 Voiceover: Put your beef aside today and enjoy national cheeseburger day

LONG

:10 - Intro/Camera panning across the scene

:03 – Camera shows Wendy Bobbing her head

:04 – Camera shows Ronald bobbing head, with music volume starts to increase

:04 – Show the other three mascots bouncing along with the music, looking from mascot to mascot.

:03 Jack does the jackknife

:05 Wendy pulls jack out of the middle, does the worm.

:05 Ronald pulls Wendy out, does insane head spin

:05 Happy Star pulls king out, does the sprinkler

:05 King pulls happy out and does the walking man.

:08 Break up fight, Terry bursts into the middle of the dance circle as they get out of hand. “The beef is over, the burgers are done.”

Cut to the picnic table, where all mascots are joking and eating.

:08 Voiceover: Put your beef aside today and enjoy national cheeseburger day


Terry Crews


Terry Crews

“We like to party” –six flags theme song

Mascots

Jack, Jack in the Box

Ronald McDonald, McDonalds

“The King,” Burger King

Wendy, Wendy’s

“The Happy Star” Carl’s Jr.

Com 305


Abstract/ Synopsis:

2- 3 paragraphs explaining the intent and theme

The purpose of this radio commercial is to raise awareness about national cheeseburger day through a humorous ad. We will execute this by involving iconic mascots from established fast food chains. We will conclude the commercial with iconic characters setting aside their differences with their appreciation of beef.


Jimmy Buffet “Cheeseburger in Paradise.”

Voice Over

Jimmy Buffet

Script

Jack (Mascot from Jack in the Box): The Jumbo Jack is the Best Burger Around.

Ronald (Mascot from McDonalds): Everyone knows the iconic Big Mac is the tastiest burger around.

Jack: No Jumbo Jack

Ronald: No Big Mac

Jack: Jumbo Jack!!!

Ronald: Big Mac!!!

Wendy (Mascot from Wendy’s): Boys, boys, boys, keep the beef between the buns.

Jimmy Buffet: Thanks Wendy, now go enjoy a burger at your favorite hamburger joint, the beef is over, and the burgers are done.

Fades out with Jimmy Buffet’s “Cheeseburger in Paradise.”

Com 308

Billboard/Online Advertisement

Billboard

The overall scenery is a sunny backyard barbecue. Picture bright blue skies, luscious green grass, and a single picnic table. In the sky, you’ll see “#NationalCheeseburgerDay” written in yellow, with clouds around it shaped like cheese burgers. At the picnic table, fast food mascots like Ronald McDonald, Jack, Happy Star, The Burger King, and the Wendy’s girl are all sitting on one side of the table with their arms around each other, hovered around a giant cheese burger on the center of the table. At the bottom of the billboard, underneath the large cheese burger, our slogan will be “The beef is over and the burgers are done.”


The online ad we’re going to use is a sponsored Twitter Tweet. It will be a TwitPic of fast food mascots like Ronald McDonald, Jack, Happy Star, The Burger King, and the Wendy’s girl, standing next to each other will an arm extended from each person, all holding one plate with a giant cheeses burger on it. They will all be happy and smiling as this ad is supposed to depict happiness, friendship, and unity. The caption will read, “The beef is over and the burgers are done,” with the date of National Cheeseburger day, and will end with the special hashtag “#NationalCheeseBurgerDay [following with an exclusive emoji face with cheeseburger eyes].”

COM 308

Postcard and Print Advertisement

In honor of National Cheeseburger day,

Missing word... this coupon for ONE free cheeseburger at any of the restaurants listed below Exp. 12/31/15

Valid at all participating stores. Coupon is good for one-time uses only and must be redeemed at time of purchase. Limit one per customer.

McDonalds, Burger King, Jack in the Box, Wendy’s, Carl’s Jr.

The Beef is Over and the Burgers are

Done

In honor of National cheeseburger day, here is some of the history of when the burger first became a staple in America’s pastime and how some of your favorite burger joints used the creation of the cheeseburger to their benefit in order to create the burgers you know and love today.

There are several claims as to who created this staple all trying to take the credit. The trademark of the cheeseburger was awarded to Louis Ballast of the Humpty Dumpty Drive-In located in Denver, Colorado.

The BaconatorAs one of the most recent burgers of the bunch, the Baconater is now considered an original cheeseburger. Wendy’s introduced the world to this beauty in April 2007. This monster includes two patties, two slices of American cheese, six pieces of bacon, mayo and ketchup. With three different sizes as of 2009 all members of the family can now enjoy the newest member on the list of icon burgers.

The Famous StarAs a well-known burger joint Carl’s Jr. has a famous signature burger with famous in its name. The Famous Star with cheese is a charbroiled beef patty topped with leafed lettuce, sliced tomatoes, sliced onions, dill pickles, special sauce, and mayo on a toasted sesame bun. With competitors like The Whopper, Big Mac and Jumbo Jack this staple burger is sure to stick out with its one of a kind charbroiled flavor.

The WhopperIntroduced in 1957, The Whopper is one of the best known products in the fast food industry and advertising signature for Burger King, “Home of the Whopper”. Created by BK co-founder James McLamore it was originally sold for $.37 ($ 3.27 in 2014) Major chains did not release a similar product until the Big Mac in 1967 making the Whopper the original big cheeseburger.

The Jumbo Jack w/CheeseThis burger is the flagship of the Jack in the Box’s long list of burger combos. It gets its name according to the company on its birthday in 1971. The Jumbo was one of the largest burgers in the industry. With a Jumbo beef patty, American cheese topped with lettuce, tomato, pickles, chopped onion, Mayo-Onion sauce and ketchup on a sesame seed bun.

The Big MacMcDonalds Bar-B-Q opened in 1940 in San Bernardino, California. In 1949 they replaced the potato chip with their iconic French fries. McDonalds created the Big Mac in 1968 and has become one of the best-selling cheeseburger in America. It was created by Jim Delligatti in Pittsburgh, Pennsylvania. It contains sesame-seed bun, two beef patties, lettuce, American cheese, pickles, Big Mac sauce, and onions. Every year McDonald sells 550 million Big Mac from their 35,000 restaurants worldwide.

Overall, the information on this part of the campaign is too factual and does not match the brand of the campaign.

Emily DuPlessis For City Council

COM 305

October 30, 2015

Final Advertisement Plan

60 sec Radio Ad

Chance and Andrea

30 Sec TV AD

Shaun, Hunter and Andrew

Print Ad

Katie, Jessica and Regina

Yard Sign/Online Ad

Kramer, Jonathan and Raylene


Tagline: Your Vote. Their School. Our Future

Abstract/ Synopsis;

The commercial starts out with our candidate, Emily DuPlessis, standing in front of a full classroom at Morgan Middle School. She instructs the class to turn the page in a book and her copy falls apart. This is the beginning of her addressing the issues with the school.

From the classroom, she moves into the hallway. While walking, she helps a student who is struggling to open their locker. Then, she appears in the courtyard of the school, between the usable side and the condemned side. During these two segments, the main talking point is the safety hazards to students presented by the disrepair of the school.

The final scene is in the front of the school. The camera frame starts out tight; just Emily’s shoulders and above. She starts her tagline, and with each portion of it, the camera zooms out to show the students and staff of MMS.

Opening Scene:

The scene starts out with our candidate, Emily DuPlessis, standing in front of a full classroom at Morgan Middle School. She instructs the class to turn with her in a book, and her copy falls apart.


Camera, located back of room, pans up to see Emily holding an old, damaged textbook.

E: “Alright class, if you can turn with me to page 67…”

As she turns the pages, they begin to fall out of the book. After two or three turns, most of the pages from the book are on the floor.

E: “Unfortunately, this is not that uncommon of an occurrence in our children’s schools. If elected to city council, I aim to provide students with the most up to date tools and supplies to succeed in the classroom.”

(Remove hallway scene for 30 second)

Cut to Emily walking down the hall in Morgan MS.

E: “Of course, supplies aren’t the only thing in disrepair in our schools.”She pauses and hits a locker that a student had been struggling to open; it pops open

E: “Our schools are in desperate need of renovation. Our children deserve to be in a safe learning environment, not distracted by how much their school resembles an abandoned prison.”

Cut to Emily walking down the middle of the MMS courtyard, keeping the contrast in frame in the background.

E: “How are our students supposed to learn to their fullest potential if half of the school is condemned? Providing them half a school is only providing them half of an education.”

Cut to Emily, nearly full frame

E: “We as a community need to stand united. Remember, it’s your vote…”

Zoom out to show students standing around Emily, in front of MMS

E: “Their school”

Zoom out to show community members in the group, Emily still centered

All: “Our future”


no


none



Abstract/ Synopsis:


Beliefs and Objectives:

Middle School reconstruction Served 4 years in U.S. Military (Washington National Guard) Family in the Ellensburg School system Military Background shows dependability and commitment along with not being afraid

of hard work. Personable Background in Communications and working with people Community Ambassador Teacher


“This land is your land” -Instrumental.

Voice Over

Emily DuPlessis

Script

Hard Work. Committed. Determined. Involved. Community Leadership….. I am Emily DuPlessis. With your vote and support we can turn our focus towards our youth. It starts with them. They are our future and should be our ultimate goal. Giving them an educational facility that will help them learn and thrive for the best possibilities of success. Your vote, their school, our future. I am Emily DuPlessis and I approve this message.

Yard Picket Sign


The yard sign will be a rectangular shape with professional picture of Emily DuPlessis in the upper left-hand corner. To the right of the picture, it will read “Vote Emily DuPlessis(R) for Ellensburg city council 2016. For more information, visit us at www.voteduplessis.org”. Below that will be three decretive stars or design of Emily’s choice.

At the bottom left corn of the sign it will read “Your vote”, bottom middle will read “Their school”, and bottom right will read “Our future”.

Online Ad:

Targeting Facebook users

Emily DuPlessis bio will be in text at beginning of online ad. (Insert LinkedIn bio)

In an extra wide rectangular ad, will be a picture of DuPlessis in the standing in the middle with smiling children on either side of her in the upper left-hand corner of the ad. To the right of the picture, it will read “Vote Emily DuPlessis(R) for Ellensburg city council 2016. For more information, visit us at www.voteduplessis.org”.

At the bottom left corn of the sign it will read “Your vote”, bottom middle will read “Their school”, and bottom right will read “Our future”.

Or

30 second split of TV commercial as online ad.

Audience: Ellensburg community, parents, teacher

Letter Ad (Political Flyer)



http://www.voteduplessis.org/

http://www.voteduplessis.org/

This flyer will only be on sided. On it, we will have three images: one with Emily and her family, one with Emily as a soldier, and one of Emily just by herself. Each of this images are in place to help the public get to know Emily better and identify her on a personal level. Next to the pictures, we will include the main objective and goals of electing her in office, which is to build a better middle school for the Ellensburg district. Under that objective, we will have a picture of the plan for the finished school. In the center of the flyer, the tagline will be written. On the very bottom will be two small text boxes including a bio on Emily and her qualification to be on the city council.

Tagline


Ellensburg locals, registered voters, parents

Postcard Ad


Abstract/Images

On the postcard, there will be a friendly headshot of Emily so the community warms up to her and trusts her as a candidate. Underneath her headshot, we will include Emily’s bio. In larger more engaging letter, to the right of her picture it will say “Vote Emily DuPlessis for Ellensburg City Council.” Under that we will have our campaign slogan. In addition to the slogan, we will also have a little description of what the slogan means and what it represents saying that these votes will help to build a better school for the children that are our future. On the back of the postcards will be the address of the recipients.

Tagline

Target Audience/Goals of Message

Ellensburg locals, registered voters, parents

Get On Your Feet, Become EliteEllensburg Elite Breakaway Basketball Tournament

Leaders: Jessica Fisher

Katherine Duhrkopf

October 21, 2015

Client: Ellensburg Elite

60-second radio commercial (public service announcement)

Shaun Orme

Regina Carter

Raylene Garot

30-second television commercial and 30-second split television commercial

Jonathan Osborne

Kramer Cirineo

Hunter Bleha

Print Ad #1 and Print Ad #2 (letter ad and postcard ad)

Beau Lowry

Chance Davis

Billboard and Online advertisement

Dillion Peterson

Andrew Ulstad

Andrea Berendsen

Com 305

30- Second Radio Advertisement

Abstract/ Synopsis:

The intent of this radio advertisement/public service announcement (PSA) is to inform the community of the Ellensburg Elite’s Breakaway Basketball Tournament. We plan on executing this by providing general information about the event and how to sign up.

This PSA will be aired on local Ellensburg and Yakima radio stations to reach out to the local community. Hopefully, it will attract local parents and local AAU basketball league coaches to get involved and compete in the tournament.


“Get on Your Feet” by Gloria Estefan

Voice Over

Radio DJ

Script

[With “Get on Your Feet” playing in the background]

Come join us for Ellensburg Elite’s Breakaway Basketball Tournament presented by NBC Camps. The Tournament will be held at Ellensburg High School, from November 6th to November 8th, for grades three to eight. This event will not only be a good experience for young basketball players but for the entire teams’ families. To sign up contact Austin Smith at (509)-899-3011 or [email protected]. Get on your feet and be Elite!

Com 305

mailto:[email protected]


Abstract/ Synopsis;

The point of this commercial is to advertise and show that everyone can be elite if they work hard and put their mind to it. One way to do this is to make a team and join the Ellensburg Elite Breakaway tournament.

The commercial shows five pre-teenage children who are participating in the Ellensburg Elite tournament watching the Central Washington basketball team play. They watch them perform a game winning play and think that it would be really cool if they did the same play in their tournament.

By the end of the commercial they perform the same play during their game and this time the CWU basketball team is watching them do the play.

Opening Scene:

*Wide shot of entire basketball game/stands

*Zooms to five pre-teenage children watching in stands at CWU gym

Script –

Child Actor 1: “Oh man, this is a close game!”

Child Actor 2: “Yeah, they need some kind of breakaway play to win the game!”

*Camera pans to kid three who is intently watching the upcoming play with his binoculars

*Child Actor 4 is taking notes of the play on is clipboard of X’s and O’s while communicating with Child Actor 3

*Crazy play happens…shot goes in…game-winner…court storm

Child Actor 5: “Guys! We need to try that play in our game!”

*Player who hit game winning shot celebrates by tossing the basketball in the air…Camera follows ball in air…As the ball comes down, it turns into tip-off for the kid’s game

*Child Actor 1 makes eye contact/wink to Child Actor 3. They reenact the same play done by CWU team.

*Camera pans to CWU team in stands who are ecstatic about their play being done

*Ellensburg Elite logo flashes to screen…Tournament info shown…Tag line voice over

Voice Over: yes, Male

Celebrity/Trademark References : Ellensburg Elite logo

Com 305

30 Second Split TV Commercial

The split TV commercial starts with the pre-teenage children’s basketball team watching Central win a nail-biter game.

*Player who hit game winning shot tosses ball in the air…Camera follows ball in air…As the ball comes down, it turns into tip-off for the pre-teenage children’s game

*Child Actor 1 makes eye contact/wink to Child Actor 3. They reenact the same play done by CWU team.

*Camera pans to CWU team in stands who are ecstatic about their play being done

*Ellensburg Elite logo flashes to screen…Tournament info shown…Tag line voice over

1st Annual Ellensburg Elite Breakaway TournamentNovember 6-8th (Fri, Sat, Sun)

Location: Ellensburg High School, 1203 E Capitol Ave, Ellensburg, WA 98926

4 games guaranteed$14/player-$16/coach

Registration Information:PO Box 1618Ellensburg, WA 98926509-899-3011 or 707-339-1395 / Email:

Com 305

Postcard Ad

Check One: Check One:

___3rd Grade ___6th Grade ____ Boys

___4th Grade ___7th Grade ____ Girls

___5th Grade ___8th Grade

Team Name:_______________________________ AAU Club Name/Number (Required): _____________Contact Person:____________________________ Coach:____________________________________

Address:_________________________________ Phone: Cell (____) ________________________

City/State/Zip:_____________________________ Email Address: _____________________________

E-mail Address:____________________________ Coach AAU Card Number: ___________________

Phone: Home(____)________________________ Asst Coach Name:___________________________

Phone: Cell(____)_________________________ Asst Coach AAU Number: ____________________

STRENGTH OF TEAM: WEAK AVERAGE STRONG

On the front of the post card we have a picture of what the jersey and logo look like. Even though I have this picture on our post card now it will not be the one we will use on the final postcard. The picture we will use is the CWU Men’s Basketball Team wearing the uniforms while the main player in the middle holds a team autographed ball that will be given to the winning team of the tournament. The text on the post card will show the most important information of the tournament such as the name of the tournament, the Price, the location, 4-games guaranteed, and registration information (email, address, and phone number). Also the font will not be what it is now. The font will match the style of the logo and the t-shirt so that it all has brand consistency.

On the back of the post card it is important to put a basic registration on it since there is no website with the registration form. This way coaches and teams that aren’t from Ellensburg can fill out the information on the postcard and send it into Ellensburg Elite. When EE gets it they can then send an email with the rest of the email registration to the coaches to fill out that way they can send it back with the official team roster and registration information.

Com 305

Letter Ad

For our letter ad we want to go the same direction as the billboard. Our letter ad will be a spin-off of the billboard ad. Our letter ad will be a full page picture. In the picture will be a kid wearing the Ellensburg Elite jersey and pants while he is dunking the basketball. Although the kid is only a 5th grader he will be dunking the basketball with the famous Michael Jordan pose (Air Jordan Dunk). This will show that even though this tournament is for younger kids they are still seen as “Elite”.

The slam dunk will take place in the Central Washington University gym where you will be able to see the name of the school in the background of the picture on one of the gym walls behind the basketball hoop. This will give the picture more relativity to relate the person to the picture when they see the name Ellensburg Elite in big bold letters on the top of the picture. Right under that will be the date of the tournament in bold letters.

On the bottom of the letter ad it will say:

Registration Information:

509-899-3011 or 707-339-1395 / Email: [email protected]

(Website)

This will allow people to contact EE and get more information or will get teams and coaches to go online and register.

The picture will not have much information on it because we want to drive them to go online and contact us about information. This will allow EE to

We will be putting this ad in school newsletters along with an ad in the sports section of local newspapers and magazines.

Audience:

Grades 3rd-8th

Schools

Coaches

Parents

Com 305

Billboard Template


The image is on a basketball court, with everything from just outside the three point line to just past the hoop showing. The only area fully illuminated is the free throw lane (key).

At the top of the lane, a young boy around ten years old is leaping in preparation for a slam-dunk. A progression shot from that point shows the boy growing older: first to his early teens, then mid-teens, then a fully grown young man grasping the rim. The tagline “Breakaway: Become Elite” is overhead, in large white text.

The bottom right corner of the image has all tournament registration information.

Tagline

Breakaway: Become Elite


Primary Target Audience: players

Secondary Target Audience: coaches

University of Oregon

Team

Andrea Berendsen

Hunter Bleha

Regina Carter

Kramer Cirineo

Jeffrey Davis

Katherine Duhrkopf

Jessica Fisher

Raylene Garot

Beau Lowry

Shaun Orme

Jonathan Osborne

Dillon Peterson

Andrew Ulstad

Com 305


Abstract/ Image

In a banner ad, the background is a coach’s whiteboard with the basketball court drawn on it. There are three O’s on defense and three X’s on offense. One of the O’s suddenly gets a steal on a pass and darts past the X and starts moving very quickly down the whiteboard court, a “breakaway” play.

As the O makes its way to the other end, the tagline “Breakaway: Become Elite” appears behind it. After reaching the other end of the court, the O’s regroup for a few moments (celebrating) while the tournament information displays.

Tagline

Breakaway, become elite


Banner ad (through google ads)


Audience: Coaches and parents

Goals: Spark discussion between adult figure and athlete about competition, ultimately competing in the Breakaway Tournament.


Abstract/ Synopsis;

2- 3 paragraphs explaining the intent and theme of the commercial.

The purpose of this commercial is to draw incoming freshman and future college prospects to attend the University of Oregon. We want to do this through showing the incoming students that there is something for everyone at the UO.

Our theme is “Find your O”. We will obtain this by showing multiple students in their own environment (their “O”) each doing a different activity that is available that the students like to take part in around campus as well as off.

Opening Scene:

Please explain in a few sentences the opening scene.

Families and students are anxiously walking by the front entrance of the school looking for the orientation booth to get their “swag bag”. New incoming student receives his UO T-shirt for his orientation with the school. He puts it on over his sweatshirt nervously realizing that his life will change within the next couple years, not exactly knowing what his “O” is just yet. The word “Orientation” appears in the corner of the screen as the “O” in orientation is the same as the logo. Scene changes as the cameras zoom in on the “O” on his shirt.


The next scene is a female student putting on a similar shirt as she starts her long day with a hike on one of the beautiful trails that are close to campus with a group of friends laughing and hiking with her. The word “Conquests” appears in the corner with the “O” being the logo of the school. The camera zooms out on the landscape that they are hiking into a very wide shot view and campus is shown in an aerial view and then quickly zooms in to one of the buildings on campus.

Once the camera is zoomed in on a building it shows another male student wearing a UO shirt as he is currently studying hard for an upcoming exam he has. As he looks up at one of the lights in the classroom thinking hard the camera zooms in on the light and then zooms out from the light

As the camera zooms out from the light, it turns into the stadium lights during a football game and as it switches angles from the stadium lights it goes to one of the football players jerseys with the same “O” on it. As the QB throws a touchdown the camera zooms out from the quarterback, to the stands where the fans are putting up the “O” sign with their hands. The word community appears in the corner of the screen with the “O” being the logo of the school. This view turns into an aerial view of the field as it is being stormed and people surround the giant “O” in the middle of the field.

The last scene as it shows the people storming the “O” in an aerial view and the surrounding scenery goes black as just the “O” remains in color and the tag line “Find your O” appears with the “O” being the same as the one on the field. Voice over says, “University of Oregon, come find your O”.


No voice over


Best day of My Life-American Authors (song plays in background) All Typography is in Quadon and the “O” is in pantone 107-color scheme all other words

are in Pantone cool gray University of Oregon logo


Abstract/ Synopsis:


The radio ad will be targeted towards junior and senior students in high schools around the nation, getting them to apply to the University for Fall 2016 enrollment. This radio ad will be broadcasted on Pandora Radio specifically so that we can get to our specific target audience.

This ad will be getting these students engaged by the theme of finding their “O”. By using this "Find Your ‘O’" theme, it will give the feeling that UO has opportunities that no other school has to offer. With the UO Fight Song playing in the background the ad will give those listening that extra sense of school spirit and excitement.


Throughout the radio ad, The University of Oregon Fight Song will be playing faintly in the back ground with a crowd of students singing and cheering along at a football game.

Voice Over

Main Commentator - Marcus Mariota

Student 1

Student 2

Student 3

Script

(Fight song begins, continues playing in the background)

Main Commentator: At the University of Oregon, our students are submerged in a positive environment of self-discovery with the chance to express themselves and really find their “O.”

Student 1: I found my “O” exploring the great outdoors.

Student 2: I found my “O” by participating in community outreach.

Student 3: I found my “O” learning about sustainability through living an organic life.

Main Commentator: The University of Oregon has a little bit of something for everybody. Apply now to be enrolled in the University of Oregon’s Fall 2016 quarter. How will you find your “O?”

(Fight song ends/trails out quietly)

Billboard



The shot will be of the student section of the crowd at a University of Oregon football game. The camera will be behind the student section of the football game while the students hold up the “O” using their hands.

The camera will also capture the UO football field at nighttime with the lights shining down on it. On the field you will be able to see the UO football team, cheerleaders, and flag holders running across the field.

Tagline

Across the middle of the billboard will say “FIND YOUR O” in Quadon font and the yellow Pantone 107 color for the text.


Target Audience will be any perspective students interested in going to the University of Oregon.

Com 305


Abstract/ Image


The online advertisement will be on Pandora while the radio advertisement plays. The picture used will be the same as the billboard with the student section of the crowd at a University of Oregon football game. The students will be holding up the “O” using their hands. Under the “FIND YOUR O” in Quadon there will be a link to the admissions webpage.

Tagline

“FIND YOUR O”


Pandora Mobile app


Any Pandora listeners who are interested in applying to the University of Oregon

Documents

Advertising Copywriting.… · Web view · 2016-01-26Advertising Copywriting. Portfolio of Work. This is a compilation of work I have done as part of a team in my advertising copywriting