Here's the presentation deck from session #04 of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. Today we presented our five top headlines (and submitted all 100) for the VW Jetta billboard assignment. Then we focused on the realm of "visual solutions." MANY OF THE WORDS AND IMAGES in this deck are clickable, so you can learn more about that item or see the work in a larger size elsewhere. This presentation is ©2009 by Tim Brunelle.

1. Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #4 | September 17, 2009

2. 2
Today’s agenda:
Review VW Jetta assignment
Discuss “visual solutions”
Next reading assignment
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

3. 3
VW Jetta assignment
It’s 2005. The new Jetta is coming.
We need lots of headlines. Go.
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

4. 4
Show your top five, hand in all 100
+95
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

5. 5
VW Jetta assignment
Here’s a few billboard examples from
the actual VW Jetta “It’s all grown
up. Sort of.” campaign from 2005.
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

6. 6
Copywriter Mark Billows
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

7. 7
Copywriter Mark Billows
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

8. 8
More examples here (image is linked).
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

9. 9
Visual solutions:
A good challenge for ad writers is to
figure out the fewest number of words
needed to solve the problem.
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

10. 10
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

11. 11
Photo by Matt McGrath via flickr
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

12. 12
Visual solutions:
Sometimes, words just get in the way.
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

13. 13
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

14. 14
Art Director Adele Ellis, Copywriter Tim Gillingham
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

15. 15
Art Director Adele Ellis, Copywriter Tim Gillingham
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

16. 16
Copywriter Mike Lescarbeau, Art Director Tom Lichtenheld
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

17. 17
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

18. 18
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

19. 19
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

20. 20
In-class assignment:
How would you create a visual
solution for the VW Jetta campaign?
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

21. 21
Example from actual VW campaign:
Magazine ads used a gatefold to reveal...
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

22. 22
Example from actual VW campaign:
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

23. 23
Example from actual VW campaign:
“The new Jetta. It’s all grown up.”
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

24. 24
Example from actual VW campaign:
“The new Jetta. It’s all grown up. Sort of.”
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

25. 25
Example from actual VW campaign:
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

26. 26
Example from actual VW campaign:
Art Director Mike Gatti, Copywriter Alex Russell
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

27. 27
Third reading assignment:
Text
p12-127 p71-101 “Is There
& Any Hope?”
p150-155 p59-73
& 74-84
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

28. 28
Thursday, Sept. 24
Review reading assignment
“Confronting the blank page”
Exercise: your Top Ten Ads
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

29. 29
Thank you
Office hours: Thursdays, 5:30-6:30pm,
2nd floor cafe
Email: tim_brunelle@mcad.edu
Blog: usefullunacy.typepad.com
Twitter: @tbrunelle
COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD