1. Exercise 1 JOMC 271

2. Objectives Yet another format for the brief. More practice concepting. More thinking about “ads” vs. “ideas.” Category is easy to do boring advertising. Potential for high levels of creativity.

3. Boring / Not so creative That doesn’t make them “bad.” That doesn’t mean they don’t work. That’s also not your goal. It doesn’t take much talent to do these ads.

10. Inspirational / Creative Work This is the kind of work you are trying to achieve.

11. Copy: Some would rather do it themselves.

15. Class Showing Improvement Much better job adhering to strategy. In most cases, better creative.

16. Simplify. Simplify. Simplify.

18. Simplify.

20. Show ‘em who’s boss.

21. Edit mercilessly.

23. You protect her from imaginary monsters. We handle the rest.

26. Don’t let them get too comfortable.

28. Fumigation Tents

29. Or you could get the Ultimate Protection®