It’s out of fashion now, but in years past, copywriters invested a lot of time in nailing “the kicker” – a particularly clever or twisty line that would bring the body copy to a close.
I don’t think Mrs. Brown is a copywriter but, damn, the lady sure knows how to write a kicker.
Craig Frazier - Illustrator and Storyteller
Great short clip of Craig Frazier and his process.
This short video is very much worth watching. Although Craig is an illustrator and not an ad guy, his idea-generation process is one that more ad people should follow. That is to say, he puts lots of ideas down on paper in the roughest possible form before he commits to developing the winner(s). This way of working contrasts sharply with that of many young art directors, who spend precious hours comping up ideas on the Mac or scouring the Internet for execution techniques. The problem there is that if the core idea isn’t particularly strong (and it very often isn’t), you’ve robbed yourself of time that could have been spent finding more and better ideas. Your deadline hasn’t changed, but now you’re being forced to start all over again.
Please, folks, spend your creative development time generating as many rough ideas as you can. You’ll definitely come up with more potential award winners, and the killing of any one idea won’t feel like the end of the world.