You’re not creative, deal with it.
When you empathize with your audience, the concept shines. For the record I hate when the kids go back to school – but this old Staples spot just kicks ass. Still. Note: Target Audience = psychographic and Target Market = demographic. Just so we're all on the same page. Jim is a father, husband, copywriter and founder of smashcommunications. You can find him on Twitter @smashadv
The reason I love Twitter is not for its massive commercial appeal, nor for its professional networking potential. It’s for the people. As a copywriter, being curious about people is part of the gig. And it’s something you can’t really fake. You’re either curious, or you’re not. Copywriters who are curious about how people think about things are the ones who stand to make sincere connections with an audience. Thus, engaging in Twitter is like part of my job. Before you start laughing…
This is a really strong spot. A tight little concept built on solid universals. Still – I can't get descent 3G coverage if there's a damn tree in the way. Or a breeze. Jim is a father, husband, copywriter and founder of smashcommunications. You can find him on Twitter @smashadv
This song has grown on me – Percussion Gun, by the White Rabbits Jim is a father, husband, copywriter and founder of smashcommunications.com. You can find him on Twitter @smashadv
Music is as much a part of creative thinking as any of my muses. In fact, constant new music is one of the things that keeps me thinking – period. This is Taking Back Sunday. I like their energy and soul. Viva el nuevo. Jim is a father, husband, copywriter and founder of smashcommunications.com. You can find him on Twitter @smashadv
