Ad Copy Slam #1
In a tribute to Jerry Seinfeld (Whose show had an interesting tagline: “A show about nothing”), I think I’ll start this blog commentary by saying: “What is the deal with…”
Hence. Ahem. In my best Jerry Seinfeld…
What is the deal with academics always trashing copywriters? In a recent Ad Age Online CMO Strategy Column, Grand View College professor Stephen Winzenburg (who incidentally has written a book, entitled “TV’s Greatest Sitcoms”) weighs in on taglines.He makes some interesting points about how taglines shouldn’t be so generic that they become interchangeable. But he also seemingly, misses the mark on some of the more successful ideas in the industry (love em or hate em).
Loving taglines is indeed a subjective thing. One thing I know about taglines is that they have to say a whole bunch in very few words. They must position, differentiate, exude emotion (or create some visceral response) and be catchy as hell in, oh, like no more than 8 words. They are tough to write, but really great when they work.
The Onion Movie movie Interestingly enough, Winzenburg debunks the Easy Button and Staples’ “That was easy” tag, because he didn’t get the ad. I think he missed the fact that this brand has been doing this campaign for over a year (maybe more now) and has built incredible equity in both the big idea and the tag. And might I add successfully, gaining market share throughout the campaign.
The World According to Garp hd
Lonesome Dove buy He also thinks the Macy’s Holiday tagline hit the mark this year: “The Magic of Macy’s.” You be the judge. Personally, a retail store using Magic and alliteration in a tagline, wow, that’s really breakthrough. Don’t you think???
Anyway, here is his slam on crummy taglines
download Boat Trip dvd Salvation hd .
P.S. He also notes poor punctuation in taglines (clearly this communications professor doesn’t get copywriters), and he really isn’t even talking about taglines (mostly), he is talking about campaign lines and the ones he chooses are for the most part very value/retail driven.
NOTE: I feel like it’s my duty to report copy slams. So more to come.
I heart taglines.
btw – this post reminded me of a story from back in November. Scotland spent £125,000 for a top advertising agency to come up with a new slogan for them. (Not a tagline, I know, but related…) The final result — “Welcome to Scotland.” The dough supposedly covered the cost of the displays the new artwork, printing and installation. But still – it made me laugh pretty hard.
http://snipurl.com/1yfx0
BB, that cracked me up. Maybe the magic of “Welcome to Scotland” was all in the read. Like the professor, though, I have to admit I’m not too crazy about “Do Stuff.” I know ad folks like to keep the slogan as open-ended and multi-purpose as possible, but there is such a thing as *too* broad.
I love it when a “professor” plays ad critic. Since he has time to critique tag lines, how ’bout he actually try writing some? Would love to give him an assignment and see what gems he comes up with, then send him back to the drawing board about 20 times (the usual procedure) to “revisit” the tag line project because of “new input” or some spastic “change of direction.” If this guy had any clue as to what’s involved in developing a tag or slogan and the neurosis surrounding the process, his article might have given more insight into why so many tag lines are pure crap. Unless you end up with a great one, don’t even bother.
jz is right. Often the best taglines copywriters come up with are “tweaked slightly” by the client (who went and asked half the company for their ideas and inputs) and the end result isn’t something they want to put their name on anymore. There is only so much leverage and power the writer has. It’s the company marketing execs that are responsible for approving crap.
Have you seen Jerry Seinfeld’s stand up act….sooooo funny
Egan[22] describes LOL, ROTFL, and other initialisms as helpful as long as they are not overused
Wow! I must say, your blog has to be one of the best written blogs that I have viewed in a long time.What I wouldn’t give to be able to publish posts that are as mind grabing| as yours. I guess I’ll have to keep reading yours and hope that one day I can write on a topic with as much knowledge as you have! Bravo!!