Copywriters in TV advertising

An advertising copy writer is making concepts, presenting it to multiple people, agency and client, finding a director to shoot it, casting actors, attend the shoot to watch in a real time, to make sure they’re doing your advertisement right, going through edits, recording studio, reading into microphone, different elements and music.

The skills needed of a copywriter in the advertising industry is knowing how to research, write, with attentive detail, creativity, great communication skills, user experience on certain programs and sites. Each copywriter approaches their work using a similar strategy, conducting keyword research, creating engaging written content, and proofreading their work using a similar strategy, conducting keyword research and write with attentive detail, creativity, great communication skills, user experience on certain programs and sites. Each copywriter approaches their work using a similar strategy, conducting keyword research, creating engaging written content, and proofreading their work for accuracy and quality. This strategy is used to produce engaging, clear text for various advertising channels such as websites, print ads, and catalogues.

Copywriting is using the written word to start, enhance or extend a relationship with a customer that includes salesmanship in print. What makes a successful advertising copy is being able to sell your advertisement with the power of your written words that work on the audience, because of the word leverage.

TV Advertisements  

Nike - Nothing Beats a Londoner 

I personally think this advertisement was vastly engaging and powerful, from start to finish, without being distracted, as well as the visuals and sounds were enticingly strong with an empowering influence.

The copy itself being presented & written in spoken elements were very well outspoken because it points out different perspectives of people who go about their day in London, sharing their experiences with a message showing they’re a Londoner and as the title of the advertisement says, ‘NOTHING BEATS A LONDONER’. 

The name, ‘Nike’ being said out-loud isn’t mentioned at all but through brand logo name and the famous swoosh check, the copy presents it through their products being worn as they’re a brand that sells clothing, accessories and of course their shoes.

The feelings I received through to watching the advertisement made me feel content, making me smile through some of the humour they used in their copy. The emotions they tried conveying through the advertisement are happiness in a grinning way, I feel that’s how they wanted our emotions to feel like as it shares everyone’s side of the story in London, with their daily struggles in sports, almost like they’re relatable to anyone watching in any shape or form it could be interpreted. 

I think the copy does enhance the visual element because it matches the environment and the aesthetics of London, showing Nike products and cosmetics being used on a daily basis as a true Londoner.

Nike - JUST DO IT 30th Anniversary campaign Colin Kaepernick Commercial

From my personal perspective, I thought this advertisement was very encouraging, making me want to pick up a hobby and do better at it. It’s quite engaging as the music is very uplifting, and hopeful in a way. The narrator, Colin Kaepernick, speaking from the copy, acting as a motivator, talking about how you shouldn’t be the best in this but better outside of it. 

If people say your dreams are crazy, if they laugh at what they think you can do, good stay that way, because what none believers fail to understand is calling a dream crazy is not an insult, its a compliment.

The sentence I’ve quoted out of the copy shows how well presented the copy is for the advertisement. Reason for this is because it denotes how no matter how much hate you get for what you dream for you should always take it as a compliment, something to strive for even more, being better at what you are already doing.

The name of the brand is mentioned visually on their products and cosmetics being worn or used in the video, this already displays how without the brand being mentioned just from its name and just its famous logos, such as the swoosh, and its phrases shown in almost every shot taken in the advertisement.

The emotions they try to convey through the advertisement is ambition and optimism, in hopes to be successful and better at the sports they play no matter the hardships. I believe this is the message they are trying to imply because through the words, ‘if’; ‘you can’, making it clear to the audience what emotions they are trying to convey.

Believe in something, even if it means sacrificing everything. 

So don’t ask if your dreams are crazy, ask if they’re enough.

It’s only crazy until you do it. Just do it.

These are one of the few lines from the copy that enhances the visual elements of the advertisement, the reasoning for this is because they are telling you no matter how crazy you dream about it, just do it. They use one of their famous uses of copy, ‘Just do it’ at the end of their video, basically summing up the entire visual content in one sentence, ‘It’s only crazy until you do it. Just do it.’