When the Writer met the Salesman . . .

For a number of years Ben was a prolific and extremely creative writer. Ideas flowed and so did the cheques. Writing fiction was a fine career and television seemed like a fine place to do it. But when the show stopped so did the cheques and soon Ben was, frankly, inept.

In stepped Brendan, boasting stacks of drive and ambition. After years of success in Online Business Development he turned towards Copywriting. Unfortunately, he needs Ben to come up with the ideas, which he then turns into ideas that sell.

The arrangement's working well so far, as long as Ben doesn't leave the house or start mouthing off . . .

Some bits are crucial . . .

BEN : This is my Print Ad for Club Orange as designed by the tireless and talented Lynda Smith.

club_ben_lr

BRENDAN : How long did it take you to figure out how to embed the ad onto our blog?

BEN : Three long days.

Some other Upstart work . . .

BRENDAN : The Power of Radio Advertising - as simple and as open a brief as you are ever likely to find. Check out the response . . .

IIBBDO Radio Brief

BEN : I think it reads well but does it play well? That's the real question.

BRENDAN : You're an idiot.

On a serious note . . . .

BRENDAN : This was a billboard looking to create awareness about rogue crisis pregnancy agencies.

Positive Options

BEN : It's about as controversial as it gets this one.

BRENDAN : Hey, controversy sells.

BEN : You have no soul.

Inspiration & Perspiration . . .

BEN : This TV Ad was to show the thankless struggle that U21 GAA players go through to play at the highest level The client was Cadbury's - the sponsor of the GAA U21 Championship.

Publicis QMP Brief

BRENDAN : Colm O' Neill - an inspiration to us all. Especially those who work long hours for little reward.

BEN : I do all the real work. What do you do? Seriously. On all the projects above, what did you actually do?

BRENDAN : You'll just never understand. It's not about the ad, it's about the client. Frankly, it tears me up inside.

ICAD Upstarts 09

BEN : Delighted to have been in the 2009 programme . Some really talented people involved. The creative and technical skills on display here both intimidated and inspired me. Here's how I got in . . . .


HEADLINE:
Your Imagination Needs You.

SUBHEAD:
Let Fiction into your Life.

COPY:
ADDICTED TO FICTION
Books for all Ages.
www.addictedtofiction.ie
Crane Lane, Dublin 2. 01 000 0000

IMAGE / GRAPHICS:
Illustration of an elf and a dwarf both dressed in battle armour. They are both lying on separate beanbags on the floor of a young boy’s bedroom (eleven or twelve). Both of them are holding game console controllers staring vacantly up at a TV

or . . .

HEADLINE:
Your Imagination Needs You.

SUBHEAD:
Let Fiction into your Life.

COPY:
ADDICTED TO FICTION
Books for all Ages.
www.addictedtofiction.ie
Crane Lane, Dublin 2. 01 000 0000

IMAGE / GRAPHICS:
Illustration of an Oriental Samurai Warrior, complete with body armour, a full leather tunic, face-mask and helmet. He is sitting upright at his desk in a small office cubicle with his arms folded and his head slouched into his chest. Next to him are his two swords leaning up against the cubicle wall.


and finally . .

HEADLINE:
Lose yourself in a Great Story . . .

SUBHEAD:
. . Just remember to come back.

COPY:
ADDICTED TO FICTION
Books for all Ages.
www.addictedtofiction.ie
Crane Lane, Dublin 2. 01 000 0000

IMAGE / GRAPHICS:
A beautiful sunny day on a picturesque beach. A man in his twenties is lying on a deck-chair engrossed in a book. Unfortunately he is unaware that he is now completely sunburnt all over – except for a book-shaped section on his chest which is completely white.


BRENDAN :Would it kill you to throw in a storyboard or two? I know you couldn't draw blood if you tried but it's all a bit wordy isn't it?

BEN : I know my audience.

It's all a process . .

BEN: Wake up! I think I just . . yep, I just came up with a good campaign for Heineken. Listen, ready? - Meineken. As in, sorry buddy that's Meineken . . my Heineken.

BRENDAN: Is that yours or Meineken? Brilliant!

BEN: Really?

BRENDAN: No.

I'm going to talk to Frank . . .

BEN: This Ad is shown every night on Comedy Central and I've noticed something very unusual about it.



BEN: The bloody benefits outweigh the cons! If you're willing to put up with a bit of memory loss, a shade of paranoia and the odd panic attack from time to time, you'll gain happiness, munchies, relaxation, a PHD in coolness (Dr. Chill), and become an acute conversationalist. Am I missing something?

BRENDAN: The talkative guy trying to calm down the panic attack guy reminds me of you and me come deadline day.

The joy of targets . . .

BRENDAN: I wonder who's sitting in my old chair. Quite the sales record he has to match up to. 10 targets hit out of 12 baby - during peak recession time too. I'm telling ya, cold calling - it's an art. I'm gonna miss it actually. You'd better come up with ideas I can sell, I'm pumped, ready to . . am I talking to myself here?

BEN: I'm trying to watch The Hills.