Copy Sample 1 – Jeep (Spec Ad)
The original copy for this Jeep advertisement was “The Closest A Car Can Get To Mars By Its Own Technology”.
The challenge was to more concisely illustrate the product’s benefits.
Spec Ad – The copy developed for this purpose (in the spec ad seen here) is “Reach New Heights”.
This copy promotes the performance benefits of Jeep vehicles both memorably and concisely.
Copy Sample 2 – Tic Tac (Spec Ad)
The challenge was to improve upon the existing campaign for the Tic Tac Chill product with the original tagline “New Tic Tac Chill. Freshness Inside.”
Spec Ad – The tagline “Mint Your Experience” was developed as a more direct, tongue-in-cheek way to promote the brand, as well as engage the consumer with the Tic Tac Chill product.
Copy Sample 3 – Samsung (Spec Ad)
In order to advertise the Samsung Galaxy Z Fold2 5G, the tagline was originally “Folded, it’s a phone. Unfolded, it’s a tablet.”
The challenge here was to create an advertisement that was less descriptive and invoked the product’s unique qualities.
Spec Ad – “Open Your Phone And Get Tablet Work Done.” addresses the consumer’s potential use of the product.
It also mentions the product’s convenient and unique folding capabilities.
Copy Sample 4 – Williams Sonoma (Spec Ad)
Williams Sonoma (the kitchen-wares division of the Williams-Sonoma houseware company)
The challenge was to create a direct mail piece that introduced the company’s new (fictitious) brand of Primo cookware to potential customers. The primary goal was to get customers to visit the Williams Sonoma website or store.
Spec Ad: On a two-sided direct mailer, the first side introduces the Primo cookware pan containing food, with the headline “Create Inspired Meals”.
The second side of the mailer mentions the performance of the Primo line. It illustrates the line’s capabilities as high-performance cookware with the potential for creating “restaurant-quality” flavors.
The body copy ends with the tagline, “Create Meals, Create Memories” — which is followed by the Williams Sonoma website and store address.