Advertising Copy Skills Summary

Advertising is not just about creativity and entertainment. Good advertising is inspired by research and knowing the target audience. Understanding a clients brand and how it fits it into the consumers life is the first step in creating effective advertising.

My samples are from campaigns, assignments from class, and real clients. My skills in writing copy for TV, radio, and print advertising are evident in attention to layout, design, creativity, and proper format.

Clients include:
Rock Towne Student Townhomes
Maxie's
Knute's Pub & Grill

Hydr8 and Howard's Housekeepers are fictitious clients.

Rock Towne Radio Script

(This radio script is originally typed in a two column, tabbed format and double-spaced. To fit on this page, the tabs, columns and paragraph spacing have been condensed.)

Rock Towne “Mr. Slumlord” :60 Radio

SFX:   SOUND OF WRTING ON PAPER

MALE: Dear Mr. Slumlord.  I would’ve written earlier, but I’m so busy enjoying myself!  You really should see this place! My private room overlooks a white sand volleyball court. I worked out at the fitness center this morning. Yeah, it rained today, so I watched a movie on my 42’ flat screen tv. Tomorrow, I’m going to play horseshoes, then grill dogs and burgers for dinner with the girls next door. The staff here is so friendly! They invited me to an ice cream sundae social at the 
Clubhouse. I should’ve treated myself to the good life sooner! … 
(SFX: MALE SIGHS) …

MALE:(sarcastically) The truth is Mr. Slumlord, I’ve found a fool to sublet your one-room efficiency. Thanks for your hospitality but I’ve found a place to call home! ...

(SFX: MALE CHUCKLES, SOUND OF WRITING ON PAPER)… 
Best regards, Steven

ANNCR: Rock Towne Student Townhomes in Shippensburg. A new community, minutes away from campus! With state-of-the art amenities, it’s like being on vacation. All the comforts of… luxury! Start living the good life, now! Live at Rock Towne!

Knute's TV Script

(A TV script is typically in a two column format. The left side is video, the right is audio. To fit the layout of this page, two columns were condensed to one.)


“KNUTES WING OFF” :30 TV

1.  LS Man enters Knute’s restaurant in shiny gold robe.  SFX: ROCKY THEME BEGINGS

2. Cut to LS of second man entering opposite door of Knute’s restaurant in shiny green robe.

3. Cut to MS of both men face to face, profile view.

4. They sit down at a table with hot steamy wings on plates in front of them. SFX: THEME MUSIC FADES.

5.Waitress enters from off camera.

6. CU of waitress  VOICE: I want a clean, wing off, all bones bare! Let’s get ready to rumble!

7. Men begin to devour wings SFX: MUSIC CRESCENDO LOUD

8. Cut to CU of man 1

9. Cut to CU of man 2

10. LS of table, man 2 is victorious. His plate is empty. SFX: AUDIENCE APPLAUSE

11. MS Man stands up to receive championship belt from waitress. Camera bulbs flash. SFX: CAMERA FLASH SOUND

12. CU Plate of fresh steamy wings ANNCER (VO): 30 cent wings at Knute’s- where every Wednesday night is a battle for the title!

SUPER: Knute’s logo and address

Howard's Housekeeper's Radio Script

“Howard’s Housekeepers for young couples” :60 Radio

SFX:                       FRONT DOOR TO HOME OPENS AND CLOSES

MAN 1:                 Honey, I’m home!

MAN 2:                 I’m out in the kitchen.

MAN 1:                 I hope your slaving over that new stove, I’m starved. 

SFX:                       FOOTSTEPS

MAN 1:                 (Astonished) Are you feeling well? The house looks amazing. When on earth did you have time to clean?

MAN 2:                 Just call me Suzie homemaker.

MAN 1:                 Mmm, something smells good. You really are cooking! Something IS wrong. I’m dreaming. No, I’ve died and gone to heaven.

MAN 2:                 Well this is fun but really, I can’t take ALL the credit. I had HELP.

MAN 1:                 What’s your secret?  (Worried) Was your mother here?  (Frantic) Oh no, is she coming? She isn’t on her way is she?        

MAN 2:                 Relax would you!  I called Howards Housekeepers.   They help clean homes and for a reasonable price.    And look outside, the patio furniture is out in time for nice weather this weekend.

MAN 1:                 But those chairs are filthy with bird poo from fall.

MAN 2:                 Not anymore!  Howard’s brought them out from the shed and cleaned them in a jiffy. I didn’t have to lift a finger.  Well I did dial 292-HELP.

ANNCR:                Call 292-HELP for reasonably priced home and yard cleaning services. Howards Housekeepers, located on Main Street in Carlisle.

Maxie's Print Ad

Maxie’s, Shippensburg, PA

Single page spread

“Beer with college friends  ”

VISUAL: focus on glasses raised to the air

HEADLINE: No frills. Just fun.

LOGO: MAXIE’S

BASELINE: Wouldn’t you rather be at Maxie’s? 

MANDATORIES:  We’re all about fun but please drink responsibly

Maxie's Radio Script

“Cheers to Maxie’s” 30: Radio

COLLEGE GUY 1:               (On cell phone) Hey man, meet us at Maxie’s.

SFX:                                      MUSIC FADE IN, CHEERS THEME SONG

COLLEGE  GUY 1:              (On cell phone) Gotta go, our song is on!

COLLEGE GIRL 1:                I look forward to Thursday nights. I love coming to Maxie’s for pitchers after a long week of classes.

COLLEGE GUY 2:               Every time we come here, it’s relaxing. Ahh, it’s just what I need.

COLLEGE GUY 1:               No worries man, just good friends and cold beer.

SFX:                                       (MUSIC GETS LOUDER) GROUP SINGS ALONG WITH SONG LYRICS… “SOMETIMES YOU WANT TO GO WHERE EVERYBODY KNOWS YOUR NAME.” (MUSIC FADES INTO BACKGROUND)

ANNCR:                                Maxie’s, the place where friends feel like family. Wouldn’t you rather be at Maxie’s? Located on West Burd Street in Shippensburg.

Hydr8 TV Script

(Typically, TV scripts are displayed in a two column format. To fit this page, the columns have been condensed to one.)

Hydr8 “Water droplets” :30 TV

SFX: UPBEAT ELEVATOR MUSIC PLAYS IN BACKGROUND

MS STOCK BOY IS REFILLING PRODUCT ON DISPLAY OF HYDR8 IN FRONT OF STORE. LIGHTS ARE DIMMED. STORE IS CLOSED.

JANITOR PASSES STOCK BOY.

SFX: CUT OUT MUSIC. THUD OF PLASTIC WATER BOTTLE HITTING GROUND.

 ZOOM IN DOWN AN AISLE, A LEADING BRAND PLASTIC WATER BOTTLE FALLS FROM SHELF IN GROCERY STORE. LID SPRINGS OFF AND ARMY OF WATER DROPLETS MARCH OUT OF CONTAINER.

SFX: ANTS GO MARCHING MELODY PLAYS

 MS WATER DROPLETS MARCH DOWN AISLE TO NEW HYDR8 DISPLAY.
CU COMMANDER OF TROOPS IN FRONT LINE OF MARCH LEAD THE BATTLE.

 LS WATER TROOPS NEAR BASE OF HYDR8

DISPLAY BY CHECK-OUT LANES.

WATER BOTTLE CAPS ARE LAUNCHED TO ATTACK HYDR8 DISPLAY.

SFX: ANTS GO MARCHING CUT. HEAVENLY SOUND 

CU FROM WATER DROPLETS PERSPECTIVE LOOKING UP AT DISPLAY. LIGHTS ARE BRIGHT LIKE A HALO AROUND DISPLAY.

SFX: JANITORS KEYS JINGLE.

LS ZOOM IN TROOPS OF WATER DROPLETS LOSE LEGS AND ARMS AND BECOME A PUDDLE OF WATER ON THE FLOOR. SFX: SPLOOSH SOUND. 

 LS JANITOR COMES AROUND CORNER FROM THE AISLE PUSHING A MOP AND BUCKET ON WHEELS.

SFX: SQUEAK OF JANITORS CART WHEELS.

 LS JANITOR MOPS UP PUDDLE OF WATER.

Hydr8 Print Ad