WORKSHOP COURSE OUTLINE

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Eustace Carson
6 years ago
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THE FINER ART OF COPY by Edward Ong World War 2 had just ended. Volkswagen, eager for a new beginning, tasked DDB to sell Hitler s favourite car to the American people.

The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn't have noticed it; Inspector Kurt Kroner did.

Every shock absorber is tested (spot checking won't do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye. Final inspection is really something!

3 THE FINER ART OF COPY by Edward Ong World War 2 had just ended. Volkswagen, eager for a new beginning, tasked DDB to sell Hitler s favourite car to the American people. The now revered Lemon ad was their answer to this considerable task, and it went on to revolutionise the advertising industry. Read the copy below: Lemon. This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn't have noticed it; Inspector Kurt Kroner did. There are 3,389 men at our Wolfsburg factory with only one job: to inspect Volkswagens at each stage of production (3,000 Volkswagens are produced daily; there are more inspectors than cars). Every shock absorber is tested (spot checking won't do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye. Final inspection is really something! VW inspectors run each car off the line onto the Funktionsprufstand (car test stand), tote up 189 check points, gun ahead to the automatic brake stand, and say "no" to one VW out of fifty. This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars. (It also means a used VW depreciates less than any other car.) We pluck the lemons; you get the plums. Fast forward 50 years. How much progress have we made in the art of copy? For all their visual wit and charm, today's Volkswagen ads lack substance and depth of engagement. Surely clients deserve more than a wry smile from consumers. (cont. next page) Founded and endorsed by industry professionals

4 THE FINER ART OF COPY by Edward Ong (cont.) Perhaps the way forward is to take advertising backwards. Back when it was both a science and an art. Back when the right brain (copy) worked hand-in-hand with the left (art). Back when creatives solved business problems with smart, sensible and strategic ideas. The Finer Art of Copy workshop is primarily about thinking. Figuring out the business problem. Connecting the dots. Forming a persuasive argument. Copy is an execution device. Learn how to connect with different audiences. Find out what to say when there is seemingly nothing to say. Say the same thing but in a different way. This intensive 4-day workshop will guide and shape your thinking and writing skills. DAY Welcome by TAP Icebreaker: 3 dots Goal setting and expectations Developing critical thinking: The ad scene today Break Start with the endline Developing the brief Lunch Developing the brief (cont.) Working out your endline Close and summary Portfolio review (Group 1) ***END OF DAY 1***

5 DAY Icebreaker Recap of Day Developing insights Having an opinion Break Exercising imagination Lunch Writing for social media (With Chak Lau) Literary styles Now it s your turn to write the ads Close and briefing for Day Portfolio review (Group B) ***END OF DAY 2***

6 DAY Gather at IACT s Gallery 9.15 Depart for Batu Caves. Project briefing will take place on the bus Arrive at Batu Caves Selfie Stories Activity xx Lunch 12.30pm 1.00pm Depart for Jaya One Write down your questions for Copy/ Work process Arrive at Jaya One Break / Friday prayers (for Muslim participants) Presentation by Shawn Lee (Naga DDB) Recap of Day How I write copy Afternoon Tea Break Copy / Work process Q&A Finish and complete Human of Batu Caves assignment onwards Portfolio review SELFIE STORIES - WHAT TO DO 1. Talk to somebody you don t know. ***END OF DAY 3*** 2. Get a story about that person, or about Batu Caves. 3. Take a selfie. 4. Write your story and it with your selfie to carenlee@tap.iact.my and victorialin@tap.iact.my 5. Your pictures will be uploaded to TAP s Facebook album ( The best story and best picture, ie. the one with the most likes WINS. Share the link and get your friends to VOTE!

7 THE FINER ART OF COPY - DAY Icebreaker Copy review Humans of Batu Caves Writing tips from Zinsser How to look smarter in front of clients Selling the work Lunch Questions answered Find your mentor Recap of Days 1 to Certs presentation / Group photo session Portfolio Review (Group D) ***END OF DAY 4***

8 TRAINER PROFILE Edward Ong was born in the last millennium. Back when Pluto was still a planet, vampires were the bad guys, comic books (single issue, newsstand edition) cost RM1.80, and people wrote and read long copy ads. He's been in advertising for some time now, and worked with some of the most interesting minds on the planet. Secretly though, he's still hoping some of their 'interestingness' will rub off on him. Over the years, Ed has done campaigns for Sony, Tiger Beer, Caltex, Singapore Navy, SMU (Singapore Management University), Soroptimists and Penguin Books. In addition, he also helped develop and build brands within The Star media group. Awards-wise, he's won a couple, maybe more. In any case, he prefers to do a bit of reading, writing and coming up with project ideas for which he'll never find the time; rather than keeping track of the medal count. Edward is father to two lovely children, husband to a lovelier wife and owner of too many comic books. ********

me to visit his country and speak about the topic of

me to visit his country and speak about the topic of Seven Myths About Marketing Your Book It was 2011 and I was scanning my inbox when my eyes stopped. An email from Richar Ruiz, director of a university leadership program in Asuncion, Paraguay caught my