Speak to me.

I love personal, colloquial copy that feels like someone is speaking directly to you. The only problem with this approach is that a whole roster of brands seem to be adopting this voice, which dilutes the beauty of it (removes the veil).

I came across a new one today for hotel goodies, which really taps into the desire people have to swipe things (whether as tokens of a trip or just driven by some strange momentary kleptomanic impulse). So I decided to throw in an old favorite by Mucca Design for Brooklyn Fare.

This type of copy and language works best when it also reveals something about yourself (self-evident or not, it is powerful to see it in print staring at you) or thoughts about the product (not easy to do on a mass scale).

Chic & Basic really nailed it.

Biblical Portions

McDonald's is doing pretty well these days with its advertising, from their new TV ad, to this nice print piece below. I actually read Salvation and thought that was great, so I enjoyed it even more when I got the drooling bit. The simplicity of the art direction and marriage with the succinct and attention-grabbing headline works well...(it got mine and I haven't eaten McDonald's for ten years).

 

Medley & Melange

A theme that runs through my writing, and that attracts me, is the combination of the ethereal and fantastical with the everyday mundane and prosaic parts of life. I like strange blends because sometimes I think we're caught in between places. The world's soundtrack keeps playing but we hum other beats. So when I can across Jason Demarte's work, it resonated with me. A few tastes below.

What does lust taste like?

I'm taking a fiction writing course at City University and loving it. Perhaps because it helps me not get caught-up in the stress or perceived importance of routine, of the 9-6 (in the case of Wednesdays, 9:00-5:30, so I make it to class on time). It also pushes me to write more, a much deserved kick in the direction of creativity. So, in case you're stuck staring at a blank screen, toying with an idea or just need a jump-start, this exercise, nicked from last week's class, may get your juices flowing.

Name at least 5 abstract nouns - love, lust, jealousy, avarice, joy, grief, whatever, and make a list for each one, describing the taste, sound, feeling/touch, for each one. I suppose you could also substitute abstract nouns with brands;)

This exercise is supposed to help you discover your voice, as it is tailored to your personal associations (almost everyone comes up with different descriptions).

A few of my versions below:

Grief:
Tastes like sour, cuddled milk
Smells like a damp bar in the afternoon
Sounds like a cat in heat
Feels like marbles

Lust:
Taste like dark chili chocolate with a hint of metal
Smells like musk found in the streets of Bombay
Sounds like a gurgling drain
Feels like the skin of a peach

Would love to peek into your sensory world...(any takers?)

Keeping myths alive

India has adopted a narrative mechanism of the West to keep the story of ancient and sacred texts, like the Ramayana, alive amongst a younger generation: the comic book. Julie Romain, the curator at the Los Angeles County Museum of Art, organized Heroes and Villains: The Battle for Good in India's Comics. It's interesting to see archetypes like Durga and Krishna depicted in X-Men style fashion. But what better medium than the graphic novel to bring Devi, Vishnu and Hanuman to life? It's a interesting fusion of East/West and pop/fine art. See Scott Timberg's piece here.