Wordsmithing
The Old Spice campaign has had much coverage in the trade press and blogosphere of late.
As it should because it is a sensational campaign.
What I love about it though is the fact that it is driven by writing.
Yes writing.
So many award winning ads today feature little or no dialog. Just music and perhaps a voice over at the end.
The Old Spice work however is the result of some top notch wordsmithing.
If you’re an aspiring copywriter I suggest you watch as many of the Old Spice ads and videos as you possibly can.
Actually don’t watch them as much as listen to them. Closely.
Get a feel for the rythym. The way the words tumble effortlessly.
Don’t attempt to mimmick them or write like them.
Just listen to the way the words fit together.
Because I very much doubt you’ll hear better writing for advertising this year.
posted by Stan Lee at 2:31 am
5 Comments:
Wise words
I'd also suggest watching old movies....like anything by Billy Wilder...eg: Double Indemnity (1944). Some crazy good dialogue in that film.
Stan, maybe you should put together a 'must see/read' list for aspiring copywriters? Maybe you've done that already?
My recommendation Kirsten, is to spend time observing and listening to people. On trams and trians, in cafes, at the football etc. The more you listen the better your writing will become.
Great case study here:
http://wndr.mn/4dxj
Cool.
Johnnie Walker's "The man who walks around the world" is an equally brilliant piece of writing.
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