Client: 567 CapeTalk Radio

Product: Radio station

Objective: Create a newspaper advertisement to run as an April Fools' joke. (CapeTalk is exclusively talk radio, and Soli Philander is one of its most popular hosts.)

Copy:

Before you think your day is ruined, we suggest you check the date.  After all, you didn’t honestly believe anyone could shut Soli up?  Now that’s a joke!  Especially when he works for the station where nothing is left unsaid.  From Boesak to pet psychology to whatever turns you on, you’re guaranteed to be informed, challenged and outrageously entertained.  Catch CapeTalk on 567 medium wave - all day, every day.  Only a fool would miss it!

Client: Softlips

Product: Lip protectant

Objective: Create advertisements that are appealing to college students and stand out in a calendar designed for them.

Concept/payoff line: “Harsh words from soft lips.”

Copy:

1. Your brother was better.
2. Hold still, I’m trying to imagine you with a personality.
3. I'm not your type. I'm not inflatable. 
4. We can still be friends.
5. Sorry, I don’t date outside my species.
6. I faked it.
7. I think our relationship would be better off without you.

Client: Meerlust Wine Estate

Product: Wine

Objective: Create a brochure that describes the Estate's wines.

Copy excerpt:

MEERLUST RUBICON

Meerlust Rubicon is an exquisite blend of Cabernet Sauvignon, Merlot and Cabernet Franc, matured to perfection in French oak casks for a minimum of four years before release.  The result is an attractive, well-balanced wine with smooth yet firm tannins that give it structure and depth - a promise of longevity. 

MEERLUST MERLOT

Made form the noble Merlot grape, this wine represents finesse and distinction.  A rich garnet color, Meerlust Merlot is soft and spicy at an early age, with typical rounded berry flavors.  This wine has excellent ageing potential.

MEERLUST CHARDONNAY

Planted on poor alluvial soil with clay subsoil, Meerlust Chardonnay is an intense, complex wine that is fermented in new 300 liter Allier oak barrels from different cooperages.  This wine undergoes malolactic fermentation in the barrels and remains on the fine lees for up to 20 months.  In its youth, the wine is pale gold, with a bouquet of roasted almonds, nougat, honey and butter.

On the palate, Meerlust Chardonnay is full and creamy, balanced by a fine acidity and mineral character.  This chardonnay has a very long aftertaste and is ideally served as an aperitif or with seafood or white meat.

Client: Mentholatum

Product: Migraine Ice

Objective: Advertorial-type print advertisement

Copy:

MIGRAINE ICE: THE NEW, CONVENIENT WAY TO STOP YOUR MIGRAINE - NOT YOUR LIFE!

If you're a migraine sufferer, you know the scenario all too well: a pounding pain quickly spreads accross your head, lights are too bright and sounds are too loud, nausea and dizziness set in.  At best, you can bearly function. At worst, you lay in bed and put your life on hold for days. 

But now, there's an effective, drug-fee way to stop the pain.  Migraine Ice, a revolutionary new product, spells cool relief for all migraine sufferers. Developed by Mentholatum, a company with a worldwide reputation for its quality healthcare products (including Deep Heat and Softlips), Migraine Ice provides convenient, effective treatment for the symptoms of migraine.

As the first product of its kind, Migraine Ice achieves the benefits of cooling therapy while at the same time eliminating the cumbersome, impractical nature of the traditional cold compress. Each slender, single-use Migraine Ice compress is infused with a cool, water-based gel containing natural, drug-free ingredients. This remarkable new technology means that the cooling relief of Migraine Ice is felt the instant it is adhered to the forehead, and a single compress is effective for up to four hours.

Convenient to store in your home, car or office, Migraine Ice enables you to treat your migraine immediately at onset - thereby significantly decreasing the duration of your pain. Migraine Ice is also an excellent way to sooth you into a good night’s sleep, which can help break the vicious migraine cycle.

With Migraine Ice, there's no need to tolerate pain or discomfort a minute longer.  Take control of your migraine symptoms - and your life - today! 

Available at leading drug stores nationwide.

Client: Seattle Coffee Company

Product: Coffee

Objective: Create print advertisements that emphasise the quality of their coffee.

Headline:

Fall in love with something short, skinny, dry and no fun.

Body copy:

Or fall in love with something else…tall, wild, split, harmless…our barristers will help match you up with the coffee of your dreams. And since every single cup is made from only the top 3% of the world’s finest coffee beans, even your parents will love it.

Advertisement #2

Headline:

We deal in only the finest Colombian stimulants.

Body copy:

We're talking coffee beans. The top 3% of the world’s best. Ground and brewed to perfection. Oozing in richness, quality and delectable taste. Only at Seattle Coffee Company - a highly addictive experience!

Advertisement #1: Old man on a swing.

Copy:

Nothing but a rush. Nothing but free. Nothing but a blur of sky, of house, of tree. Nothing but memories. Nothing but truth. Nothing but a moment suspended. Nothing but youth.

Nothing but Liqui-Fruit.

Advertisement #2: Baby’s first steps.

Copy:

Nothing but ready. Nothing but unsteady. Nothing but left. Nothing but swaying but still staying. Nothing but right. Nothing but shrieks of delight. Nothing but arms. Nothing but triumph.

Nothing but Liqui-Fruit.

Client: Advertising Benevolent Fund (ABF)

Product: ABF membership

Objective: Create a print advertisement that illustrates the organization’s critical need for new members. _____________________________________________

Headline:

Don’t blow it!

Copy:

For 30 years, we, the Advertising Benevolent Fund (ABF), have been helping people on their last leg. Now we’re on ours. To continue our valuable assistance to employees of the advertising and related industries who have fallen in hard times, we need your help. Please contribute a small annual fee and become an ABF member today. Your play. Our last chance.

Client: Vital Health Foods

Product: ESR

Objective: Create print advertisements that show the performance effects of ESR.

______________________________________________

Headline:

Unlimit yourself

Copy:

There are no limits with preservative-free ESR - the wide range of energy and maintenance supplements that provide your body with the speed, strength and endurance that every great sporting performance needs.

For More information, write to ESR, Division of Vital Health Foods, P.O.Box 1884, Harare.

RI PBS VEHICLE DONATION

WONDERING WHAT TO DO WITH YOUR USED CAR OR TRUCK?  WHY NOT DONATE IT TO RHODE ISLAND PBS?

ALL YOU NEED IS A CLEAN TITLE, AND WE’LL TAKE CARE OF THE REST!

IT’S A GREAT WAY TO SUPPORT THE TELEVISION STATION YOU LOVE…AND, YOU MAY EVEN QUALIFY FOR A TAX DEDUCTION!

TO LEARN MORE ABOUT THIS EXCITING OPPORTUNITY, PLEASE CALL 1-877- RIPBS-CAR OR VISIT RIPBS.ORG. 

BROADWAY: THE AMERICAN MUSICAL

THE BROADWAY MUSICAL...UNIQUELY AMERICAN, FILLED WITH GLITZ, GLAMOUR AND STARS.

NOW, A SIX-PART DOCUMENTARY SERIES CHRONICLES THIS ART FORM, AND CELEBRATES HIT MUSICALS OF THE 20TH CENTURY.

WITH JULIE ANDREWS AS NARRATOR,  EXCLUSIVE INTERVIEWS, AND ORIGINAL CAST RECORDINGS, AUDIENCES ARE IN FOR A FRONT-ROW TREAT!

IT'S MUST-SEE TELEVISION ON RHODE ISLAND PBS.                                           

THE SECRET WORLD OF HAUTE COUTURE

TWENTY THOUSAND DOLLARS FOR A SUIT…

A HUNDRED THOUSAND DOLLARS FOR A SINGLE DRESS…

MEET AN ELITE GROUP OF WOMEN WHO SPEND SMALL FORTUNES COLLECTING CLOTHES FROM THE WORLD’S TOP FASHION HOUSES.

(sound bite)

WHO BELONGS TO THIS HUSH, HUSH SHOPPING CLUB … AND HOW DO THEY JUSTIFY SUCH ABSOLUTE EXTRAVAGANCE?  FIND OUT IN THE SECRET WORLD OF HAUTE  COUTURE!                      

SOULS OF RHODE ISLAND

EVER WONDER WHAT IT’S LIKE TO BE A PENALTY BOX ATTENDANT,  WORK AT A SEWAGE PLANT OR MAINTAIN THE BIG BLUE BUG?

WATCH SOULS OF RHODE ISLAND AND WONDER NO MORE!

THIS UNCONVENTIONAL FILM SERIES CELEBRATES THE MANY UNSUNG MEN AND WOMEN WHO ADD CHARACTER AND VITALITY TO OUR OCEAN STATE.