Peter Francis Geracy

“You won’t know what it feels like to be debt free until you do”

Anyone in Chicago, watching local television during the day knows this line. That’s the tagline folks! ‘Nuff said.
Get. a. damn. writer.

The Product Advertising Moral Dilemma

I just saw a commercial for Seasonique, a birth control pill that controls your period so that you only get it four times a year. I’m appalled! I know its not the first product on the market ofering this same “service,” but the copy of this this particular ad was what sparked my “dilemma.” The copy goes something like,

…Who says that we should have 12 periods a year, who says…

Really? Is this what Copywriting has come to? How about nature? Didn’t nature say that we get 12 periods a year? Doesn’t nature say that by giving women 12 periods a year?

Its the most absurd ad copy I’ve ever heard. Even worse than, “Edible Arrangements are unique because they’re beautiful.” The fact that someone approved this copy is appalling to me and the fact that I, as a copywriter may spark this type of reaction from someone one day, is a bit scary.

So, I guess in my own defense, the best I, as a Copywriter, can do is acknowledge the problem and wait for my second step.

p.s. here’s a link to another blog stating some interesting insight into this awful- from a non-advertising perspective The Well Timed Period

Argh.

A Step Away from Product Features.

Downy has created a campaign worthy of award. A true step away from the obvious features and surface appeal of the product and its results. The commercials are simple and poignant.

The commercials touch on an emotional component of wearing clothing (or cloth in general) which we, as consumes, often overlook and even take for granted. The softness of a towel we borrow at a friend’s house, the scent of a sweater in which we nuzzle for warmth during lonely moments, the security of a love one’s shirt we caress when we press our bodies against theirs. Downy has managed to capture our core need for cloth. It has the potential to bring out a strong emotional trigger of those in contact, which is captured beautifully in the campaign.

This commercial is one, which can be broadened outside of the “television” medium. I would suggest something to the effect of a bus stop ad picturing an incredibly cozy blanket blanketing the entire stop inviting visitors to come in from the cold.