By Sean Averette.
One copywriter's attempt at an outlet. Sometimes thoughts on advertising. Sometimes thoughts on culture. Sometimes thoughts on travel. Most of the time blather.
Monday Morning
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Monday morning.
Whizzing fantastic blur of cars
Destination pre-determined
Motivation un-motivated
Bitter, coffee-fueled rage of road
Emails, texts, calls, calendars
Punch in to punch
A ticket to anywhere else
9 a.m.
The devil is a salesman. For a time he was limited to carnivalesque used car lots. Sometimes you would see him screaming on a billboard or hear him calling at all hours of the night blasting 1-800 numbers. On occasion he might even stroll right up to your front door and knock twice. But now he is everywhere; streaming his way into our homes. Worse–into our brains. Five seconds here, thirty seconds there is all it takes. There is nowhere he can’t be, and he cannot be turned off. The sad truth of it is, he didn’t barge into our lives. We welcomed him with open palms. We welcomed him with the promise of high-speed connectivity. We welcomed him with the promise of photo feeds. We welcomed him with the promise of on-demand food delivery. We welcomed him with the promise of binge-watching twelve seasons. We welcomed him with pay-per-clicks and hashtags. We carry him to work, to home, to school, to parties and to plays right in our very po
Before you stick your hands up or roll up your sleeves in preparation for a lengthy diatribe on the justice system, keep in mind that I try to stick to themes of copywriting and creative writing. Today I want to make a case for contrarian copy. Let me give you a second to roll your eyes. This should be a no-brainer. I know, I know. But I've noticed a concerning pattern in the messaging clients want and, in turn, what accounts expects from their copywriters. Utterances like, "Say something positive" or "Can we make it sound positive?", "The headline is too provocative" or, my favorite, "People might ask questions" frequent the conference room (or Zoom/Hangouts/Facetime/Skype call) all too often. We could scream hollow positives of no substance until we're as blue in the face as a suffocating Smurf, but there's no way our audience will actually believe it. What's the point in running an ad if it's not to get someone
Rolling between orange monoliths, Garden of the Gods is a passage. Entrance and exit become one in the same. Time and place become more distant. One look at the surrounding sizes and shapes and it’s easy to see why there is a spiritual connection here. For Apache, Comanche and Lakota native peoples, for pioneers of the early American West and for the number of tourists like myself just driving through, there is serenity and humility in the face of the chaotic balance of boulder, tree and sand. Across the expanse of the park the land rises and falls, crests and troughs like the fin or backbone of some great underwater beast breaking the surface. Towers of crimson rock, shields of scarlet stone and amber-colored giants seem to guard the park as if protecting the lost garden of Eden. Delicate and strong, each massive upheaval reaches higher to the heavens, upward in a series of red spires that resemble something more Martian that Earthen. Standing in
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