CREATIVE PORTFOLIO PDF

MKT4300 Creative Advertising
Portfolio
~April 11 th , 2018. Melinda Benson. Dr. Cathy Cobb Walgren~

FOOD AND WINE MAGAZINE PRESS KIT
RATE BASE: 925k
Avg. Ad Cost: $140,385
CPM: $151.76

Execution: This ad doesn’t have any powerful attention grabbers, but
the sense of movement, large visual, and vibrant colors do catch the
eye effectively. The ad’s message, “drink Twinings tea because it is full
of flavor” is clearly communicated, even if somebody doesn’t read the
body copy. The style of layout is picture window, with the large glass
of tea being the main visual and the body copy/headline positioned
at the bottom. It could be considered a poster layout; however,
the color gradients stop right where the headline begins, and it
transitions to a clear white background. The unity in this ad is
good. The fruit and tea elements in the visual work and blend
well together. The colors between the fruit and tea match so
that no part of the drink is overpowering. The body copy and
headline are separated from the busy visual, allowing it to be
displayed clearly. The white space around the cup is large
enough to make the ad not feel cluttered. The dominant tea
visual is well executed. The large size and powerful colors make
it look flavorful. Dominance between the copy could be better.
The headline is competing with the words above the visual (“300
years of tea experience) which is fairly large. The balance between
the visual and the body copy is also very good. Although the visual is
the strongest part of the ad due to its size and colors, it doesn’t overpower
the central message of the ad in the body copy. The visual path is
a straight vertical line. It starts from the top to the bottom. This visual path is
interesting because the headline is placed below the visual, whereas the headline
is usually at the top. The only bad thing about this path is that it doesn’t lead directly
to the logo or brand name. To see the brand’s name, one would have to look carefully
at the tiny product feature in the lower left-hand corner. The headline “Infuse your life
with flavor” is a command style headline. The body copy flows so smoothly that one could
argue its as sweet as the tea its advertising. It compliments the headline by going into depth about
the tea’s infusing and tasty flavors. The length is short, sweet, and to the point at just two sentences long.
Despite how short it is, the two sentences get a lot of mileage. It reads quickly and the flow between each word and
adjective is done perfectly. The tagline “Teas that fit your every mood” is good but somewhat goes against the central
message of the ad. The ad’s message is that the teas will help “infuse” your life with flavor. But the tagline suggests that
the tea adopts perfectly with your life as it currently is. This is just a minor setback considering that most people will not
look that deeply into the ad.
Brand name: Twinings
Twinings Tea
GRADE
B-
Tagline: Teas that fit your every mood
Media Vehicle and Publication Date: Food & Wine Magazine Feb 2018
Primary Target: Tea Drinkers
Primary Benefit: flavorful and delicious
Strategy: Generic.
Creativity: There is nothing creative about this ad.

Brand Name & Tagline: Top Chef - “Carving up Colorado”
Media Vehicle & Publication Date: Food & Wine Magazine. Feb 2018
Primary Target: Individuals who enjoy competitive cooking shows and/or .
like to cook.
Primary Benefit: Inform audiences about Top Chef’s showtimes and
produce hype.
Strategy: This ad is generic. It is used to promote the brand. This ad successfully
accomplishes this by displaying an exciting art spread.
Creativity: This art spread is one of the most original advertisements I’ve seen in a while.
Utilizing the tagline by having a knife snowboard literally “Carving up Colorado” is
remarkably clever.

Execution: This generic ad is extremely well executed. It is impossible to not want to look at it. This
ad has considerable stopping power even though it does not contain any elements that instinctively
grabs attention (such as pets or babies). This stopping power is achieved through its double spread,
bleeding, poster layout. The ad’s simplicity, with just its logo and three-word slogan, clearly conveys
the main purpose of the ad: to generate excitement and inform audiences of showtimes.
This ad uses interesting white space shapes and separates visual elements to create a sense of
unity. The bold blue color takes up most of the ad but helps make the visual and logo pop. The
double page spread allows the ad to have two dominant features: the logo and the knife rider.
Dominance of these two features is emphasized by size, color, and position (both elements in the
visual center of the page). Balance between the two visuals are asymmetrical, both elements carry
equal weight. Visual path is shaped somewhat like a triangle, with our eyes hitting the logo first,
then then down to the rock slope, and then up to the knife rider. The type of headline (Carving up
Colorado) is a pun in relation to the visual. The headline also utilizes assonance (Carving/Colorado).
This ad does not have any body copy, instead allowing the visual to speak for the program.
Overall Grade
A

MAUI
Brand name: Maui
Tagline: Let Hawaii Happen
Media Vehicle and Publication Date: Food & Wine Magazine Feb 2018
Primary Target: Vacation Travelers
GRADE
B+
Primary Benefit: Relaxation, Adventure, Fun
Strategy: Lifestyle. This ad executes this strategy well by showing the
adventure being undertaken by the men in the ad.
Creativity: The headline is creative and cute. It ties well with Maui’s main
benefits and the picture.
Execution: This ad has considerable stopping power. The captivating environment, the men looking
over their shoulder in curiosity, and the camera angle makes the ad interesting enough to make
somebody want to spend time with it. The ad’s message is clear. The ad is showing that Maui is a
vacation destination full of adventure and excitement. This is clearly communicated through the visual
and headline. The style of layout is poster. This layout works very favorably with the ad’s main
message. The large picture and the camera angle makes the reader feel like they are physically in the
scene. Its as if the reader is floating in the water, experiencing the paddleboarder’s adventure. The
unity between the elements is good. The ad divides out the water, the paddleboarders, and the sky
evenly. By dividing up the different elements into layers, the ad gains a sense of cohesiveness.
. The balance is also good. There is no part of the visual or headline that overpowers one another. Each
element has equal weight. The only balance issues this ad has is the red GPS markers. The red really
pops out on the page, and it is not the important part of the ad. The visual path of the ad is confusing.
The eye has no idea where to start or where to go. The path goes from the center of the page at the
headline to the paddleboarders, up to the top red marker to the bottom red marker, and then up to
the logo in the top right. It’s a crazy path. It wouldn’t be surprising if the logo was missed by the
majority of readers. The headline is in reverse type and it’s a quotation. It’s a tweet from a vacationer.
The headline, although its white on a light background visual, manages to pop very nicely. The use of a
blue color to emphasize the tagline was an excellent design choice. The headline is creative and cute,
managing to add a little twist in a single sentence. The lack of body copy makes the add clear and lets
the headline and visual deliver the message effectively. The tagline “Let Hawaii Happen” utilizes
alliteration and can be used a common phrase. It is like the famous “What Happens in Vegas stays in
Vegas” tagline. The tagline is a command and invites people to let go, relax, and accept the adventure

Capital One: Savor Card
Brand Name: Capital One
Tagline: *not present*
Media Vehicle: Food and Wine February 2018
Primary Target: Foodies.
Primary Benefit: Get cash back on food and dining experiences.
Strategy: This is a hybrid advertisement. It is utilizing lifestyle and resonance strategies. Many
readers of Food&Wine Magazine are individuals who love to eat and make gourmet food, so this ad
is appealing to their lifestyle. The ad also has a resonance strategy because it is utilizing nostalgia
(memories) and the romance of engagement.
Creativity: This ad is average when looked at from a creative perspective. The connection
between memories and food isn’t a novel association.
Execution: Although this print ad has no elements to give it remarkable stopping power,
the crisp layout and various visuals makes a reader want to spend a little bit more time with
the ad. The central message of the ad is, “life’s fondest memories will be initiated or built
around food. Use this card to save money on that food.” This message is presented clearly
through a very direct headline. This is a very organized circus style ad layout. Unity is well
preserved despite this circus layout. The food elements around grouped closely together
while the romance elements (rose and ring) are together at the bottom. White space is used
to separate all the visuals equally. In terms of balance, this ad could’ve been better. The
steak and wine overpower the romance and card visuals because of their size. The
asymmetrical balance is done effectively and does not distract from the ad’s central
message. All the elements do follow very straight horizontal and vertical lines. The wine is
perfectly horizontal while the steak is perfectly vertical. The most dominant element of the
ad is the headline and steak platter. The colors of the various visuals could’ve been changed
to make the smaller (more important) visuals more noticeable. For example, the ad is trying
to sell the Savor Card, but it is not front and center. The orange color blends in with the
beige baguette, wine screw, and steak. Having a striking card color, changing the
background grey, or changing the other element’s colors would’ve helped make the card
pop. The circus style makes the visual path vary person to person. The most likely path is
from the headline to the steak, to baguette, to wine, to ring, to body copy. The body copy is
short and reinforces further explains the headline’s message. The placement could’ve been
better, because it is all the way at the bottom and much smaller than the visuals. It is likely
to be overlooked. The headline peeks the reader’s curiosity. The reader wants to understand
why they would forget what they ate.
GRADE
B

100 Years of Chevrolet Advertising
The 1910’s marked a bustling and
productive decade in US history.
The economy was taking off, and
there was a substantial demand for
cars. To the left is one of
Chevrolet’s earliest ads. Its
simplistic and type heavy. The body
copy lists out the primary benefits
of owning a Chevrolet car, prices,
and the address of the retailer. This
ad adopts a very hard sell style, listing out logical reasonings and
advantages of owning a Chevrolet. The ad has no clutter, carries a
nice frame, and is monochromatic.
The roaring 20’s ushered in a
decade of prosperity and wealth
for Americans. This Chevrolet ad,
sporting a full array of bright
colors and a cheery visual,
mirrors this prosperity. The ad
focuses ore on an emotional sell
rather than the hard sell tactics
The visual, women in swimming shorts, reflects the 20’s as a
time for women’s liberation and the liberation of sexual desire.
The ad itself is very copy heavy and is cluttered. We have two
separate visual sections and two different copy sections. The
logo is displayed twice which feels a bit redundant. Overall,
however, this is a very nice print ad.
1910 1920

The 30’s halted the escalating
economic prosperity from the
20’s and ushered in the Great
Depression. This ad shows a
switch back to hard sell and the
focus on money saving features
of Chevrolet. The ad has a circus
style layout and a lot of copy.
The headline “I can’t believe it, but the gas tank proves its true”
utilized curiosity to attract readers who, at the time, needed to
find any ways possible to save money. The dark red color accent
on the type and visuals help add unity and balance to each element
Above is the storyboard for Chevrolet’s first tv ad. With
the Great Depression now over because of the war’s
economic boost, Chevrolet was able to switch back to
an emotional sell. Here in this simplistic tv ad, a boy
and a girl share the back seat of Chevrolet and arrive
at a house. The story structure of this ad is boring, but
considering that it’s one of the first television ads, it
can get a pass.
1930 1940

In the golden age of advertising, brands were ready to flex their
creative muscles. Take this 1956 Chevrolet ad and compare it to
ads of the previous decade. The tone of this ad takes a much
more fun and lighthearted approach to selling cars. The design
layout of this ad is showing a better adherence to dominance,
unity, and balance factors. The car visual, copy, headline, and
logo work well together because of the excellent use of white
space. No element is competing with the car/woman visual for
dominance because of its size and vibrant colors.
In the creative ad revolution of the
1960’s, Chevrolet introduced one of
its more famous and expensive ad
concepts. In a 2-minute television
commercial, Chevrolet blew up an
Impala and made the footage play
in reverse. This ad stunt drew a lot of attention and awe from
consumers. Back in the 60’s, seeing something such as an explosion in
reverse must’ve been incredible. This television ad shows Chevrolet
using the lure of entertainment to advertise a product. The concept and
execution of this tv ad fits well within the 60’s creativity revolution.
1950 1960

The 70’s was a time for
brands to claim who they
are and who they are for.
Product positioning was
a becoming a necessity.
Chevrolet’s advertisements starting now to the present focuses on
its patriotic roots as its positioning claim. As seen above, the
headline of the ad is “Building a better way to see the USA.” The ad
has a soft-sell approach and hopes to make it “America’s car” in the
consumer’s mind.
The 80’s ushered in another decade of creativity for
advertising. Staying with its positioning claim of patriotism,
Chevrolet released the “Heartbeat of America” television ad.
The emotional ad went on to win many awards despite
Chevrolet losing market share.
The beautiful red, white, and blue colors and sense of
American unity made for a well rounded emotional
advertisement.
1970 1980

The Heartbeat of America
was popular but did not
increase market share.
So, in the 90’s, Chevrolet
changed its slogan to
“Genuine Chevrolet.”
The ad’s headline “How can a man who’s so bad, be so good on
Sunday?” is creative a humorous. This ad shows some elements of
both hard and soft sell. The soft sell being that Chevrolet can give the
“racecar” image to its owners. The hard sell being the showcasing of
Chevrolet’s quality and dependability meeting the standards of the
race car world.
The 90’s gave birth to the internet. The amount of Internet users was
rapidly increasing through the 90’s. The internet will slowly be putting
consumer’s in power. Chevrolet opens its website in 1995;
In the 21 st century,,
consumers are in full
control of what they
buy. With the internet,
consumers are now able to look up reviews, order products
online, and communicate with one another. Chevrolet’s ads are
now taking part in media events, such as the Super bowl, and are
posting their advertisements online. Most Chevrolet ads are now
visually dominant and/or television commercials. Take the print
ad above as an example of how far advertisement execution
quality has come. The tornado looks incredibly realistic, thanks to
software like Photoshop. Chevrolet advertisements are careful to
have a blend of soft/hard sell to appeal to the wide range of
available consumers.
1990 2000

An archer is more likely to hit
their target if they aim. The
same principle applies to the
advertising professional. Unlike
an archer, an advertiser’s target
is invisible. It can only be
revealed after looking at every
angle. After receiving a new
account, an advertiser should
consider immersing themselves
into their client’s business. They
must look at the business
environment. Listen to the
client’s customers. Understand
their wants and needs. The
advertiser should try the
competitors’ product, as it may
lead them to uncovering
strengths or weakness that have
not yet been exploited.
Strategy in advertising is utilizing
research and other means to
create a message that effectively
conveys value to a target audience.
This value is often communicated
through a product’s positioning in
the market place. Tactics in
advertising are the means to which
an ad campaign accomplishes its
strategic objective. Simply stated,
advertisers must determine how
their strategic message will reach
their audience.
If the client’s positioning
is weak, the advertiser may
have to find a new pedestal to
place the product on. The
advertiser should take a
factory tour, go through the
buying process, imagine the
customer’s daily life, study the
competitors advertising. there
is a limitless number of angles
an advertiser could pursue.
Research, knowledge, and
analysis is the essence of
these angles. An advertiser
can never see the target with
100% clarity, but with each
angle they analyze, the target
becomes clearer.
Sullivan, from the novel Hey
Whipple Squeeze This, goes into
length about the authenticity
tactic. By “disarming distrust” in
an audience, Sullivan states that
audiences will be more open to
receiving an ad’s message.
Disarming distrust can be
accomplished by admitting a
product’s weaknesses, under
promising and overdelivering,
and admitting that the ad is a
paid message.

NEED AN AD IDEA?
BRAINSTORM BRAINSTORM
SAY
“What you
want to say”
& THEN ADD A TWIST TO IT. MAKE IT DIFFERENT. MAKE IT NEW.
REMEMBER…
Sell the product
not yourself
JOT DOWN ANY
IDEA THAT
COMES TO MIND
DON’T BE AFRIAD OF BAD IDEAS AND DONT
THROW OUT IDEAS YOU THINK WON’T WORK.
GET OUT OF YOUR
COMFORT ZONE TO
HELP YOU THINK
DIFFERENTLY
TIME SPENT TALKING CAN BE TIME SPENT DEVELOPING
YOUR IDEAS. BE SMART. TALKING < WRITING.
GO AHEAD AND SAY
“ADIOS”
TO YOUR DEVIL’S ADVOCATE
MAYBE THINKING ABOUT THE PROBLEM AS A QUESTION WILL HELP? WOULD THAT GET YOUR CREATIVITY GEARS TURNING?
AVOID = Formulas + Clichés + Puns
?
Think you got a good
idea? Put it on a wall
Cover the wall with
ideas.
Can you find any
connections?
Know when the stop!
Work with the ideas on the wall.
Never stopping = no finished product.

Prompt: Using a rose as a metaphor, make an ad for Pendleton Blankets
She is the soul that keeps you warm,
the one who eases your discomforts,
the beauty in your eye,
Of course, she is…

The Brand Manifesto
A brand manifesto is a brief but inspiring declaration of a brand’s mission,
essence, and values. It is necessary to note that this manifesto must be
written with fire from the soul. Whomever reads it must immediately feel
empowered and feel a connection to the brand.
Sprouts Farmers Market
official mission statement
Sample of a brand
manifesto for Sprouts
Where does the journey begin? In the snow peaked
mountains of the Himalaya? The crashing falls of
Niagara? Along the stone path atop the Great Wall? It’s
interesting how images of far away, intriguing, lands
greet us at the thought of adventure. Perhaps its Human
nature to dismiss our own backyard as the beginning of a
great story, but at Sprouts we believe that local, healthy,
food is all it takes to start your chapter one.
Healthy living is the closest and most enriching journey
that you can embark on today. It must be understood that
like any great story, there are conflicts that must be
conquered. Living and eating healthy consists of choices
that must be made with wise consideration. Don’t worry,
you don’t have to take this on alone. At Sprouts, we
understand that these choices can be challenging, which
is why we are committed to inspire, educate, and
empower every journeyer to make healthy decisions
every day.
The next time you dream of distant and thrilling lands,
remember that adventure doesn’t require a plane ticket.
If you crave a challenge and the power of a healthy mind
and body, then this is your official call to adventure. Step
through our doors and let us inspire you to make the
decisions that will lead you to living a happier, more
balanced life. So, do you accept the call?

Writing good body copy is becoming more
challenging. As Sullivan points out, our attention
spans are getting smaller. It seems like the only
way for an ad to be noticed these days is if it uses
shock value or an extraordinary visual. But if a
body copy is written well, it can leave an equally
effective impression than a primarily visual
concept, if not more so.
It’s easy to spot good body copy. It’s even easier to spot bad
ones. A good copy will be written in a conversational tone
and simple English (pretentiousness is bad). The transitions
between the short paragraphs will be smooth, ensuring that
the pace and flow of the words are effortless. Nothing in the
copy should be a redundant statement of the tagline or title.
No sentence can be wasted. Finally, a good copy will be sure
to finish with a bang. Add a little twist or zinger at the end
to imprint the message into the reader’s conscience and to
also reward them for taking the time to read it.
Take note from Germany’s Public Bank ad on the left. This body
copy, although long, is written with such authenticity and
simplicity that it manages to hold a reader’s attention. The
writing style is very inviting, using second person to put the
reader as the main character. It’s a story about themselves, and
the reader wants to know what will happen. The use of
question and exclamation points produces a playful tone to the
story while the relatability of the scenarios keeps up its genuine
nature. At the end, the reader is given the dramatic ending.
After all that reading, you finally understand what the ad was
all about. It’s a simple twist, but its clever and as fun as the
body copy itself.
THE ART OF BODY COPY

simplicity
Sullivan sums it up quite nicely, “simpler is almost always better.”
Sure, having an ad brimming with special effects and crazy visuals is
cool, but is memorable? Since most ads today are chaotic shouts
vying for attention, they are quickly lost in the chaos they produced.
Simple messages are easy to remember. They also do not require
much attention, so they can reach consumers more effectively. By
cluttering an ad with so many details, consumers are left with nothing
to focus on. Simple words, either by themselves or grouped in a nice
short phrase, can let consumers concentrate and ask themselves, “why
do these words inspire me?” Simplicity is a powerful art, and it
should send all those crazy ad ideas trembling back to their agencies.
Below is a simplified billboard version of a Splenda Naturals magazine ad
(shown on the left). The magazine ad goes on and on about how ‘natural’ the
product is. However, the USP of this product isn’t ‘naturalness.’ Its unique
factor is how it no longer has a bitter aftertaste. In three words, the value of
simplicity can convey this message to consumers quickly and loudly.

SO WRONG ITS GOOD
“Wrong” advertisements don’t play by the rules.
Design fundamentals and copy writing guidelines are thrown
to the wind. Wrong ads can be intriguing and captivating
because it goes against the grain. When something is different,
it doesn’t go unnoticed.
Caution should be taken when creating a wrong ad. If
executed poorly, a wrong ad can become bad ad.
Bad is bad. Wrong is good.
Look at the McDonalds ad on the left. The headline reads, “We
don’t hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese,
Chinese or Peruvians.”
Of course, a reader’s reaction to this headline is most likely
going to be, “What the hell!?” The reader, now confused, is
going to want answers.
The headline is the most read part of any ad copy. It usually
contains the central message of an ad. But here, as you can
see, McDonalds decided to flip the script. By having such a
shocking headline, it ensures that readers will read the body
copy below. The body copy, containing the ad’s central
message, is tiny compared to the headline.

THE QUIZNO SPONGMONKEYS
DISASTER
-television commercial-
*harsh off-key voice sings script as a guitar plays
in background. The “SpongMonkeys” shown
above are the singers*
Script: “We love the subs”
“Coz they are good to us.”
“The Quiznos Subs!!!”
“They are tasty they are crunchy they are
- warm BECAUSE THEY TOAST THEM!!!”
“THEY GOT A PEPPER BAR!!!”

There are stupid ads that are stupid in a
good way.
Then there are stupid ads that are stupid
in a bad way.
The Quiznos Spongmonkey ads are an
extreme example of the bad variety.
The execution quality of the Spongmonkey ads is so low that it
is impossible to tell whether it’s supposed to be funny or sad.
The creatures are so strange, borderline grotesque, that they
distract from the ad’s main message. Communicate Quiznos’
unique selling proposition (toasting and pepper bar) through a
scratchy, hacked singing voice is not ‘funny.’ Its annoying. The
singing is so bad that its even more distracting than the
Spongmonkeys themselves. Its hard to make a reasonable
connection between these creatures and Quiznos subs. What
was Quiznos trying to communicate? That their subs are best
represented by butchered rat monkeys that don’t know how to
sing?

Truth + Conflict = Platform
u
Truth: Sock it to Me designs
carry a lot of personality.
Conflict: It reflects who you
are.
Platform for Sock it to Me
The sock’s design dictates
the wearer’s personality,
actions, appearance, or
attitude.

American Express (AMAX): Open Forum
American Express created Open Forum, a website that hosts valuable
business knowledge, advice, and opinion pieces. Authors from a wide
range of different business sectors are invited by American Express to
write on Open Forum. The result is a rich library full of insight and
wisdom that is available to anyone. Instead of bombarding consumers
with advertising expressing what American Express can do for them,
Open Forum goes ahead and does it.
The WireCutter
The WireCutter promotes products through expert reviewers. This type
of advertising is only effective when done properly and genuinely. The
WireCutter spends approximately 200 hours on every product to create
an all-encompassing review. With each review, there’s a link to where
readers can purchase the product. The WireCutter is a company that
advertises and sells products through their ability to provide highquality
reviews from non-brand affiliated persons.
Airbnb
Airbnb takes full advantage of social media’s power. Their Instagram,
Facebook, and Twitter have content that is humorous, relevant, and
useful. Much of their content is user-generated, which has resulted in a
very high level of engagement on their pages. Content includes how-to
videos, city maps, host guides, travel forums, and beautiful pictures.
Airbnb successfully advertises themselves through their own social

Today, everyone is connecting,
communicating, and engaging with one
another through the internet’s high
speed digital highway. This highway
allows for ideas, messages, and media to
be dispersed instantaneously.
The internet’s capabilities opened a
whole new world of advertising
possibilities. Technology and social
media allow businesses to communicate
with customers in ways that traditional
advertising cannot.
Digital advertising works differently
than traditional advertising. Unlike
traditional, digital can take advantage of
the internet’s ability to quickly share
and provide content to its users.
Digital advertising will utilize these
advantages in creative ways. Usually,
the creativity involved with successful
digital advertising involve finding ways
to provide relevant and useful content to
its consumers.
Technology’s endless range of
possibilities allow businesses to connect
with its user base in a variety of ways.
The deeper connection that digital
advertising creates is what makes it so
powerful
Digital advertising can be simple: like a
how-to video posted on Facebook. It can
also be complex: like utilizing the
technical codes and aspect of technology
to communicate a message.

Client Name: Dr Pepper Snapple Group
Product: Snapple
Job Description: Create a magazine ad
MMB Agency Brief
Business Problem:
Snapple has strayed far from its brand image and imaginative personality of the 1990’s. It has
turned into a brand that consumers no longer have a connection to. Additionally, tea products
have had a hard time positioning themselves to be as interesting as caffeinated beverages.
Target Audience:
Global Audience, especially soft drink and tea consumers.
What do We Want Them To Think Or Feel?
That Snapple is a brand that is fun and has a lot of personality.
What is THE ONE THING The Advertising Has to Say?
Tea, particularly Snapple, is an exciting and unique beverage.
What Are The Support Points?
Glass bottle, fun facts on every lid, fruit-based drink, not carbonated.
Tone of Voice
Personal and Informal
Mandatories
Brand Name and logo

Mt. Everest, April 2018
~Go Bananas~
From the earth to our bottle, we want to see where Snapple’s
roots will take you.
Discover our amazing planet and post a picture of you and
your favorite Snapple flavor using #snapplesnapshot.
Are you up for the adventure?

A Picture is Worth a Thousand Words
The above was created as the concept art for a primarily visual TV
ad. Imagine a colosseum setting, with our hero wielding only a
bottle of stain fighting Oxi-Clean. Dramatic music. Intense but
humorous fight scene. Of course, by the end of the battle, our knight
wins by a landslide. I think that this ad concept would be better if the
ketchup, wine glass, and coffee cup were just people wearing bad
costumes. Like that tacky ketchup bottle Halloween get up.

Effective & Ineffective Radio Ads
Radio Ad Concept: a scientist goes out on a lawn and explains why their
brand of fertilizer would help the grass grow healthy.
The radio ad utilized appropriate sound effects to signify to listeners that
the speaker was outdoors. The speaker, who introduced himself as a
lawn scientist, clearly explained to listeners that he was out on a lawn.
The scientist then explained some interesting facts and figures about
lawn care while tying in the brand’s name. Sound effects depicting his
actions can be heard clearly. The ad then closes with the brand’s name.
Overall, this ad successfully executed effective radio techniques
throughout its (approximate) 45 second run time. It set the scene up
both verbally and with sound effects. The ad remained interesting by
educating its audience about the benefits of using the proper fertilizer
and closes with the brand name.
Radio Ad Concept: Local Car dealer talking about a super sale.
This radio ad was a bonanza of shouting and sound effects. Everything
except the kitchen sink was thrown at it. It went against many guidelines for
effective radio advertising. The overused sound effects (money sounds and
car revving noises) and the announcers fast-paced shouting voice was
extremely distracting. It was hard to tell exactly what kind of cars they were
selling over the Ca-Ching sounds. The name of the dealership was repeated
at least six times, making the ad feel very tedious and redundant. The
announcer began with “I’m here down at…” and had a subjectively goody
voice. When the dealership owner asks why sales were down that month, it
won’t take them very long to find out.

I’m your common, every
day, corporate puppet. I may act
like I wear the pants around here, but I’ve
got giants hanging over me. I’m too afraid
to make decisions on my own because I
don’t want to lose my job. For that
reason, I’ll never say “yes” to any
of your ideas
My client isn’t even planning
on doing any advertising this year.
They just like to see ad ideas. All my
hard work and creativity will never be
seen and there’s nothing I can do
about it!
Hello. We are your typical company
- that wants a boring ad. We don’t really know
who we are or what we want, so we strive to be a
as basic as possible. We don’t want to offend anyone.
In fact, here at Generic Company A, we like to be
represented as a stock photo instead of a hand
drawn picture. It’s safer that way. Now if you ----
---- excuse us, we have an ad agency to
- go annoy.
B A D C L I E NT T Y P E S

The Prima Donnas
You can expect the Wack Jobs to be
unexpectable
Materialized, their ego could suffocate an
- entire room of people. They believe -
- that they hold superiority over anyone
- - and anything. They’ll let you know that
- - they’re the better than you by -
the way they swagger around the
office or when they demand
- you get them an
- iced-decaf-soy-latte.
THE WACK JOBS
You can expect the unexpected
with the Wack Job types. They’ll
probably ask if you want to see
their dead hummingbird coll-
- ection, or explain that they
- can only be creative on days
- that end with an E.
- If they’re the boss,
- then congratulations you’re
- employed at an agency where up is -
- down and ‘being creative’
- is an excuse for creepiness
MR. IMPORTANT PANTS
Don’t even think about telling them about any of your ideas. It could be the
greatest idea in the world and they would still toss it in the garbage. If it’s
not their idea, then its not good enough. They won’t tell you how to
improve your ideas. They’ll just criticize them in an offensive and
unprofessional manner. These agency types had one good ad 10 years ago
and they use that to validate their ‘expertise.’
BAD AGENCY TYPES

Pre-Presentation Checklist
Did you practice?
Be sure to practice your presentation a couple of times. Practicing
will make you and your ideas sound more credible.
Are you aware of the client’s corporate culture?
Knowledge of the client’s corporate culture will tell you what
presentation styles/techniques are effective or ineffective.
Are you prepared to be yourself?
If you’re planning on walking up to the client and start talking like
a know-it-all jerk, then you should reconsider.
Have you gotten the ‘risk’ word out of your vocabulary?
Don’t say the R word when presenting to business professionals.
They get scared easily.
Did you leave all the second-rate work at home?
Only present your best ideas, even if you think the client won’t buy
into it.
Are you prepared to have a strong opening?
Grab the audience’s attention by starting fast and skipping the
long introduction.

HOW TO DEFEND YOUR IDEAS
It seems like there isn’t a
lot of enthusiasm about
these ideas. Can you tell me
what parts of the campaign
make you feel uneasy?
We have a few concerns
about your campaign ideas.
We feel that your ideas focus
too much on the taste rather
than the health benefits of
our product.
Listen to what your client has to say.
Listening does not mean that you are
accepting that your ideas are bad. Instead,
listening will help you understand the client’s
perspective and how to defend your ideas
effectively.
When listening, remind yourself that you
could be wrong. The client may be right.
Having the mindset that you are always right
will block potential ideas and prevent you
from understanding the client’s position.
The campaign focuses on taste because
people already associate your brand
with healthiness. Consumers that have
never tried the product believe that the
product will taste bad because it is
healthy. The strategic goal of this
campaign is to alter the consumer
perception that your product tastes bad.
Also, the campaign aims to attract new
customers.
Base your defense on strategy.
Explain to the client that
changing certain aspects of
the campaign may destroy the
strategic purpose of the
advertisement. Protect the
fundamental pillars of your
ideas as well.
Ok. Well, we also aren’t too particular
about the design choice of the print ads
you showed us.
If the fundamental aspects of the
campaign are preserved, its ok to
let the little details go. Don’t try to
win every battle against the client.
I understand. Based on these advertising
design principles, you can see why I went
with those colors and aesthetics. However, if
you are not pleased at all with these design
choices, I can show you some other options.
Additionally, its ok to educate the
client about the art and logics of
advertising. By educating the
client, you can more effectively
defend your ideas.

WHAT DOES IT TAKE TO MAKE IT?
The Tools
Your creativity and ideas are your
strongest weapons in the advertising
industry. Going to advertising school
will help you sharpen those tools. It
helps to go to university, but it is not a
requirement. Just be aware of the
intense competition you’ll be facing.
Impress the Pros
Having an impressive portfolio to
show employers is a must. Make
sure that your creative genius
shines through. Concept strength
is better than superb execution.
Show that you can do a wide
range of ads
Know Your Strengths
Discovering what you’re good is the
first step in making it. Maybe you
find out that youre not as creative
as you’ve once believed, but you
discover that you’re very good at
art direction. Find what role you fit
best into and pursue it.
Do your Homework
Study all the reward shows.
Do your research and be
sure your portfolio has work
that employers want to see.

CITATIONS
This advertising portfolio is based off the knowledge and teachings of Luke Sullivan’s novel:
Sullivan, Luke. Hey, Whipple, Squeeze This: a Guide to Creating Great Ads. Wiley, 2003
Magazine ad citations
Food and Wine. “Media Press Kit.” Food & Wine Magazine Media Kit, Food and Wine, 30 Nov. 2018,
www.foodandwine.com/microsites/fwmediakit/mediakit.html.
*Name not found*. “Top Chef.” Food and Wine, no. Feb 2018, 26 Jan. 2018.
Lowe London. “Twinings Tea.” Food and Wine, no. Feb 2018, 26 Jan. 2018.
Vox Creative. “Capital One Savor Card” Food and Wine, no. Feb 2018, 26 Jan. 2018.
Hawaii Visitors and Convention Bureau. “Maui” Food and Wine, no. Feb 2018, 26 Jan. 2018.
Page 13-18 Chevrolet Ad Timeline citation
Johnson, Bradley, et al. “From 'See the USA in Your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep.” Ad Age, 31 Oct. 2011,
adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/.
Page 21: Metaphors.
Rose photo has been altered. Original photographer Mickpheal . Creative Commons Photo.
http://micklefieldgrade4.wikispaces.com/Flowers
Page 22. Brand Manifesto
Photo of man on cliff. Original photographer not found. Creative Commons Photo.
Page 23: German Bank Ad
Johnson, Bradley, et al. “From 'See the USA in Your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep.” Ad Age, 31 Oct. 2011,
adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/.
Page 24: Good Body Copy.
Picture in right hand corner is by Clarice Crawford, Threadless. Creative Commons
Page 25: Splenda Ad
JWT Agency. “Splenda Naturals.” People, no. Sep 2017, 26 Jan. 2018.
Page 27: McDonalds
This ad was created by DDB Advertising Agency, Sweden with art direction by Fredrik Simonsson.
Page 28: Quiznos
Quiznos Spongmonkeys were created by Joel Vietch
Page 32: Digital Marketing
Samples came from this site: “10 Companies with the Best Digital Marketing Campaigns.” Single Grain, 9 Apr. 2018,
www.singlegrain.com/digital-marketing/best-online-marketing-companies/.
Page 34: Snapple Ad
Photo used was found in Creative Commons and has been altered. Original photographer cited here: “10 Companies with the
Best Digital Marketing Campaigns.” Single Grain, 9 Apr. 2018, www.singlegrain.com/digital-marketing/best-online-marketingcompanies/.