Monthly Archives: March 2009

I will be scouting competitors and establishing a logo…

for the Kops account tomorrow. Some things to keep in mind:

1. How does the average consumer of records (or any other product) go about purchasing it? Where can we get their attention best with our ad? 2 ways of doing this: grab their attention while they’re shopping (online, on records, stickers for record players, etc., and grab their attention in general (places they may look that other people don’t, building frontage, etc.).

2. Who is it exactly that we’re trying to grab? We have a very specific demographic, how do we appeal to them? How might we change ourselves to appeal to them?

This all has something to do with a dog, more on it post-meeting…

dibujos-snoopy-imagenes

TV: Spec Ad for Crest Toothpaste 2

 

Something more visually-oriented next week, maybe I’ll post the storyboard for this. More to come soon…

Crest Sound Campaign TV Mirror SpecAd2

 

(We open on a man, balding, in a t-shirt and pyjama bottoms, just finishing the brushing of his teeth. The mirror suddenly becomes a monitor, flickering, then white as the voice-over comes in…)

 

ANNOUNCER: To show you why more Americans prefer Crest to any other toothpaste, we’ve hired renowned artist ________ ________ to give you a visual idea of what using Crest sounds like to him.

 

(Mirror becomes a plethora of wacky colorful images flashing by, shimmering sounds follow the art–Think Windows Media Player graphics but more intense.)

 

ANNOUNCER: Thank you, we hope this clarifies things.

 

(Screen flickers, then becomes mirror again.)

 

(Shot of man from chest up, he stares, turns tap on, washes face and spits out water, stares at mirror/viewer, scratches head, then smiles as he says ‘Crest’, then holds the smile.)

 

(logo fades on-screen)

 

ANNOUNCER: No explanations necessary. Crest. The sound of a healthy clean.

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Radio: Spec Ad for Crest Toothpaste 1

crest-copy

Because nobody really does radio well, and because I don’t really like what’s being done with toothpaste today, I’m doing a campaign for Crest toothpaste:

Colgate Radio Scandalous Spec Ad1

by Richard Tseng

Tuesday, March 24, 2009

 

>UNCLEAR WHITE NOISE, LIKE TAPPED PHONE-LINE PLAYBACKS

NIXON: Watergate.

 

>HEAVY WINDS, RAIN ON WATER, MUFFLED SCREAMS, CRYING

BUSH JR: Katrinagate.

 

>FAINT SNOWY TV SOUNDS, CLINTON’S FAMOUS ‘I DID NOT HAVE…’ MAYBE A SUGGESTIVE WOMAN’S MOAN

FEMALE NEWS ANNOUNCER: Monicagate.

 

>STATICKY TAPE, MUFFLES OUT CURSE WORDS AS BLAGOJEVICH SAYS, ‘The Senate Seat’s a … valuable thing. They’re not willing to give me anything except appreciation…’

BLAGOJEVICH: Blagogate.

 

>DENTIST’S DRILL, HIGH-PITCHED SCRAPING ON TEETH, BREATHING THROUGH MASKS, SAYS ‘SAY IT!’, PAINED ‘AH’ SOUND THAT DENTISTS TELL YOU TO MAKE BAD JINGLE IN BACKGROUND ‘GIVE US A SMILE, GIVE US A…’

 

MUFFLED DENTIST: Cole—

 

>INTERRUPTED BY SOUND OF BRUSHING, TAP RUNNING, *PING*, RELAXING ‘AH…’

>FOLLOWED BY ½ SECOND OF SILENCE

ANNOUNCER (Exaggerates the word) : Cr e s t. The sound of a healthy clean.

 

Notice that I don’t mention its tartar-fighting properties, or how many dentists prefer it, I emphasize a little more the lifestyle decision of a Crest user, and I try to differentiate the brand. Currently, it’s always felt like one toothpaste brand is easily interchangeable with another (or at least it is between Crest and Colgate).

I could have gone with a radio-announcer intro (“And now, Crest Toothpaste presents sounds of scandal”), but I feel people tune whatever comes after that out. I also tried to contrast the muffled noises with the silence preceding the declaration of the product. I know I don’t have the actual spot taped for you, but I’m hoping you can picture it in your head.

All thoughts and advice appreciated, as always.

New Kops Ad (3)

Probably won’t print, but just wanted to finish it. I know the headline is kind of lame, but it’s late and I can’t sleep until I’ve written something. Maybe save this for halloween?

witch-ad-copy

Because I couldn’t Wait…

Another Ad, this time a spec for Best Western…

SpecAd2 copy

Kops’ 2nd Ad

kops-painting-ad3
Have a great weekend all.