Jul 27, 2021
Visit our sister site:

Front Page, Industry News

The Brief – Client: Summer

By TO411Daily Columnist
Linda Chandler

Brand Essence:

Summer is a visceral experience; it’s sexy.

Background Snapshot:

Historically everyone looks forward to summer. The Trojan women gave it up… in summer.

Positioning:

This brand has no competition, except for a small fringe group who like winter sports. Nothing else is summer but summer.

Target Market:

Men and women 18-110.

Psychographics:

Our customer likes to feel lazy, lusty, stress-free, drunk on life… in a suspended period of happy expectation.

Objective of Advertising:

To make summer go viral.

How does the consumer feel about the brand?

Research confirms that summer is a universal doner. 

What is the single most important/interesting thing we want to communicate?

Summer makes you feel sexy. One customer was so moved by the brand he posted the following:

because i love you)last night

clothed in sealace
appeared to me
your mind drifting
with chuckling rubbish
of pearl weed coral and stones;

lifted,and(before my
eyes sinking)inward,fled;softly
your face smile breasts gargled
by death:drowned only

again carefully through deepness to rise
these your wrists
thighs feet hands

poising
to again utterly disappear;
rushing gently swiftly creeping
through my dreams last
night,all of your
body with its spirit floated
(clothed only in

the tide’s acute weaving murmur 

ee cummings

Emotional Connection:

Aroused. It’s that girl or boy making you sleepless from across the lake. 

The challenge of our communication:

This summer has been tainted by the lamest ‘sex? scandal’ of this millennium. Congressman Anthony Weiner, (perhaps predestined by his chosen name) launched the brand’s inherent promise of sexuality with a lewd and ludicrous series of sext messages. (Who knew opposable thumbs were erogenous?) Instead of getting laid, Weiner got f-ck’t. Our challenge is to restore the pure sexual benefits of the brand.

Media:

Television. Print.

Executional Mandatories:

Salacious selling. For inspiration, see below.

Television:

The west coast fast-food chain, Carl’s Jr. has a delectably dirty mind. Enjoy this buffet of pop culture tarts.*

Paris Hilton for Carl’s Jr.

Kim Kardashian for Carl’s Jr Cranberry Apple Walnut Chicken Salad



Miss Turkey will make you hungry for Turkey Burgers at Carl’s Jr.

For sexy with humour - Pepsi from The Brief.

Cindy Crawford is every little boy’s fantasy.

I’m very certain this is one is as sensual and suggestive as Georgia O’keeffe’s painting “Black Iris”.*

Starring chocolate as a porno star.



Haute sex appeal. The Brief highly recommend #1 & #7.*

This one’s from The Brief. A spot from Japan that was ripped off by Double A Paper, but the original is far too wonderful to miss.

A young Japanese girl innocently climbs atop a Mikado Copy Machine to reach for paper when suddenly the machine starts copying and collating copies of her… well… you’ll see.

Something to dream on. From Dior J’Adore Perfume.*

Charlize Theron for men and women.



Here’s ‘The Sexiest Commercial Ever’ - ”Monica” for Xenergy drink.

Zero calories. 100% sex appeal. 1,585,378 hits agree.



A Canadian commercial to conjure at the cottage.*

From Marca Bavaria Beer.

Print.

50 hot ads.

Here’s one to jump-start your imagination.

Sex-sells

SOURCES OF INSPIRATION:

*Many thanks to Elaine Hollified, Advertising/Marketer/Copywriter – Los Angeles for suggesting Carl’s Jr.

  • Paula Purdon, Copywriter and Creative Consultant turned The Brief onto Chocolate

paula purdon | copy & creative | Toronto tele: 416.469.1897 | fax 416.469.4608

  • The production company LTB offered director, Michael Bernard’s site to get your creatives juices flowing. Wayne Fenske, Executive Producer; LTB Films Inc. 

T:(416) 360-0053, C:(416) 518-4012, H:(416) 654-0194, Skype: waynefenske, 1-800 315-4786, www.ltbfilms.com

  • Bruno Marsala, President HD Media-Creations offers you Charlize in all her glory. www.hdmediacorp.com
  • Robert Wineberg, President, Qualitative Research Inc, wishes you a great summer with his pic from a 2003 Canadian Commercial for Marcia Bavaria Email:  rob@rwqr.com

Tele: (416) 968-0007 Fax: (416) 968-2114

Tweet or Facebook TO411DAILY your favourite sexy ads. We’d love to know more about your dirty little minds.

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

The Brief – Client: Summer

By TO411Daily Columnist
Linda Chandler

Brand Essence:

Summer is a visceral experience; it’s sexy.

Background Snapshot:

Historically everyone looks forward to summer. The Trojan women gave it up… in summer.

Positioning:

This brand has no competition, except for a small fringe group who like winter sports. Nothing else is summer but summer.

Target Market:

Men and women 18-110.

Psychographics:

Our customer likes to feel lazy, lusty, stress-free, drunk on life… in a suspended period of happy expectation.

Objective of Advertising:

To make summer go viral.

How does the consumer feel about the brand?

Research confirms that summer is a universal doner. 

What is the single most important/interesting thing we want to communicate?

Summer makes you feel sexy. One customer was so moved by the brand he posted the following:

because i love you)last night

clothed in sealace
appeared to me
your mind drifting
with chuckling rubbish
of pearl weed coral and stones;

lifted,and(before my
eyes sinking)inward,fled;softly
your face smile breasts gargled
by death:drowned only

again carefully through deepness to rise
these your wrists
thighs feet hands

poising
to again utterly disappear;
rushing gently swiftly creeping
through my dreams last
night,all of your
body with its spirit floated
(clothed only in

the tide’s acute weaving murmur 

ee cummings

Emotional Connection:

Aroused. It’s that girl or boy making you sleepless from across the lake. 

The challenge of our communication:

This summer has been tainted by the lamest ‘sex? scandal’ of this millennium. Congressman Anthony Weiner, (perhaps predestined by his chosen name) launched the brand’s inherent promise of sexuality with a lewd and ludicrous series of sext messages. (Who knew opposable thumbs were erogenous?) Instead of getting laid, Weiner got f-ck’t. Our challenge is to restore the pure sexual benefits of the brand.

Media:

Television. Print.

Executional Mandatories:

Salacious selling. For inspiration, see below.

Television:

The west coast fast-food chain, Carl’s Jr. has a delectably dirty mind. Enjoy this buffet of pop culture tarts.*

Paris Hilton for Carl’s Jr.

Kim Kardashian for Carl’s Jr Cranberry Apple Walnut Chicken Salad



Miss Turkey will make you hungry for Turkey Burgers at Carl’s Jr.

For sexy with humour - Pepsi from The Brief.

Cindy Crawford is every little boy’s fantasy.

I’m very certain this is one is as sensual and suggestive as Georgia O’keeffe’s painting “Black Iris”.*

Starring chocolate as a porno star.



Haute sex appeal. The Brief highly recommend #1 & #7.*

This one’s from The Brief. A spot from Japan that was ripped off by Double A Paper, but the original is far too wonderful to miss.

A young Japanese girl innocently climbs atop a Mikado Copy Machine to reach for paper when suddenly the machine starts copying and collating copies of her… well… you’ll see.

Something to dream on. From Dior J’Adore Perfume.*

Charlize Theron for men and women.



Here’s ‘The Sexiest Commercial Ever’ - ”Monica” for Xenergy drink.

Zero calories. 100% sex appeal. 1,585,378 hits agree.



A Canadian commercial to conjure at the cottage.*

From Marca Bavaria Beer.

Print.

50 hot ads.

Here’s one to jump-start your imagination.

Sex-sells

SOURCES OF INSPIRATION:

*Many thanks to Elaine Hollified, Advertising/Marketer/Copywriter – Los Angeles for suggesting Carl’s Jr.

  • Paula Purdon, Copywriter and Creative Consultant turned The Brief onto Chocolate

paula purdon | copy & creative | Toronto tele: 416.469.1897 | fax 416.469.4608

  • The production company LTB offered director, Michael Bernard’s site to get your creatives juices flowing. Wayne Fenske, Executive Producer; LTB Films Inc. 

T:(416) 360-0053, C:(416) 518-4012, H:(416) 654-0194, Skype: waynefenske, 1-800 315-4786, www.ltbfilms.com

  • Bruno Marsala, President HD Media-Creations offers you Charlize in all her glory. www.hdmediacorp.com
  • Robert Wineberg, President, Qualitative Research Inc, wishes you a great summer with his pic from a 2003 Canadian Commercial for Marcia Bavaria Email:  rob@rwqr.com

Tele: (416) 968-0007 Fax: (416) 968-2114

Tweet or Facebook TO411DAILY your favourite sexy ads. We’d love to know more about your dirty little minds.

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

The Brief – Client: Summer

By TO411Daily Columnist
Linda Chandler

Brand Essence:

Summer is a visceral experience; it’s sexy.

Background Snapshot:

Historically everyone looks forward to summer. The Trojan women gave it up… in summer.

Positioning:

This brand has no competition, except for a small fringe group who like winter sports. Nothing else is summer but summer.

Target Market:

Men and women 18-110.

Psychographics:

Our customer likes to feel lazy, lusty, stress-free, drunk on life… in a suspended period of happy expectation.

Objective of Advertising:

To make summer go viral.

How does the consumer feel about the brand?

Research confirms that summer is a universal doner. 

What is the single most important/interesting thing we want to communicate?

Summer makes you feel sexy. One customer was so moved by the brand he posted the following:

because i love you)last night

clothed in sealace
appeared to me
your mind drifting
with chuckling rubbish
of pearl weed coral and stones;

lifted,and(before my
eyes sinking)inward,fled;softly
your face smile breasts gargled
by death:drowned only

again carefully through deepness to rise
these your wrists
thighs feet hands

poising
to again utterly disappear;
rushing gently swiftly creeping
through my dreams last
night,all of your
body with its spirit floated
(clothed only in

the tide’s acute weaving murmur 

ee cummings

Emotional Connection:

Aroused. It’s that girl or boy making you sleepless from across the lake. 

The challenge of our communication:

This summer has been tainted by the lamest ‘sex? scandal’ of this millennium. Congressman Anthony Weiner, (perhaps predestined by his chosen name) launched the brand’s inherent promise of sexuality with a lewd and ludicrous series of sext messages. (Who knew opposable thumbs were erogenous?) Instead of getting laid, Weiner got f-ck’t. Our challenge is to restore the pure sexual benefits of the brand.

Media:

Television. Print.

Executional Mandatories:

Salacious selling. For inspiration, see below.

Television:

The west coast fast-food chain, Carl’s Jr. has a delectably dirty mind. Enjoy this buffet of pop culture tarts.*

Paris Hilton for Carl’s Jr.

Kim Kardashian for Carl’s Jr Cranberry Apple Walnut Chicken Salad



Miss Turkey will make you hungry for Turkey Burgers at Carl’s Jr.

For sexy with humour - Pepsi from The Brief.

Cindy Crawford is every little boy’s fantasy.

I’m very certain this is one is as sensual and suggestive as Georgia O’keeffe’s painting “Black Iris”.*

Starring chocolate as a porno star.



Haute sex appeal. The Brief highly recommend #1 & #7.*

This one’s from The Brief. A spot from Japan that was ripped off by Double A Paper, but the original is far too wonderful to miss.

A young Japanese girl innocently climbs atop a Mikado Copy Machine to reach for paper when suddenly the machine starts copying and collating copies of her… well… you’ll see.

Something to dream on. From Dior J’Adore Perfume.*

Charlize Theron for men and women.



Here’s ‘The Sexiest Commercial Ever’ - ”Monica” for Xenergy drink.

Zero calories. 100% sex appeal. 1,585,378 hits agree.



A Canadian commercial to conjure at the cottage.*

From Marca Bavaria Beer.

Print.

50 hot ads.

Here’s one to jump-start your imagination.

Sex-sells

SOURCES OF INSPIRATION:

*Many thanks to Elaine Hollified, Advertising/Marketer/Copywriter – Los Angeles for suggesting Carl’s Jr.

  • Paula Purdon, Copywriter and Creative Consultant turned The Brief onto Chocolate

paula purdon | copy & creative | Toronto tele: 416.469.1897 | fax 416.469.4608

  • The production company LTB offered director, Michael Bernard’s site to get your creatives juices flowing. Wayne Fenske, Executive Producer; LTB Films Inc. 

T:(416) 360-0053, C:(416) 518-4012, H:(416) 654-0194, Skype: waynefenske, 1-800 315-4786, www.ltbfilms.com

  • Bruno Marsala, President HD Media-Creations offers you Charlize in all her glory. www.hdmediacorp.com
  • Robert Wineberg, President, Qualitative Research Inc, wishes you a great summer with his pic from a 2003 Canadian Commercial for Marcia Bavaria Email:  rob@rwqr.com

Tele: (416) 968-0007 Fax: (416) 968-2114

Tweet or Facebook TO411DAILY your favourite sexy ads. We’d love to know more about your dirty little minds.

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

Advertisements