This document provides a summary of John M Nacey's copywriting portfolio, including 6 examples of spec ads he has created with brief analyses for each. The ads are for products such as gum, brain training games, drinks, water conservation, and dog treats. For each ad, John provides 1-2 sentences describing the ad and 1-2 sentences analyzing how his version is an improvement over previous approaches to marketing the product.
5. Don't let your breath say “good night”
When Doublemint says “what's next?”
Rather than the call to action be in competition with
“flat abs,” I feel a more effective approach deals with
the fear of bad breathe.
6.
7. In the old days, losing your
edge was a part of life....
Lumosity is scientifically
proven to increase cognitive
abilities through effective
brain training games.
Visit www.lumosity.com
and stay sharp.
The average customer wants to use Lumosity to
maintain mental acuity. This approach illustrates this
desire.
8.
9. A guy walks into a bar
and orders a coke.
All jokes aside, please drink responsibly.
The previous ad aims for a humorous appeal,
however, negatively impacts the brand. This
approach retains the humor while presenting the
product in a tongue and cheeky manner.
10. A life without clean water is gross...
Keep it clean
www.ocean.org
This approach illustrates a unappealing outcome of
unclean water in a playful way where as the previous
ad fails to connect copy and design with emotion.
11.
12. Get clean.
Kills 99% of bacteria
for 100% ease of mind
The previous ad demonstrates another appeal to
humor, however, this ad aims to evoke an emotion
that demands the product.
13.
14. Healthy digestion is the best treat
This approach focuses on a similar concept as the
original ad, however, it is less confusing and plays
more towards dog owners affection of dogs.
