United Technologies
90-second National TV Spot: "Lincoln"
Varied Directions, Inc., Rockport, ME
Video
|
Audio
|
United Technologies
You need a freelance advertising copywriter who can work one-on-one with your client to create bold ideas.
Breaking the Mold
This series of national TV spots was unusual in several ways. All were 90 seconds long; all heavily text-driven; and all produced by a small, non-New York motion picture company. All were created by a 3-man, ad hoc creative team, working directly with the client, a major international corporation.
Half of the scripts were conceived and written by a freelancer – yours truly – the other half by a moonlighting copywriter whose current account at work was Black & Decker.
Two Lessons: (1) clients with a particular vision may, on occasion, bypass their agencies. (2) Alert agencies can outsource to freelancers for those "particular" assignments, and still maintain their role.
My Partial Client List
If you like what you see here...
It's a quick dose of the way I'm thinking about the challenges and rewards of marketing communication in today's internet-driven business environment.