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Reviewing the portfolio of a freelance advertising copywriter is a waste of time.
All youll see is very good, very historical work, created to solve problems very
different from the ones youre now facing. My copywriting portfolio is a three-ring
binder; it weighs eight pounds and has hundreds of ads, mailers, and brochures (and that
doesnt include my radio spots, tv commercials, and websites). Out of all that, there
are maybe two or three marketing pieces that are truly relevant to solving the
problems you face. I think our time together is better spent solving your problems,
not reviewing yesterdays work.
Here are a handful of ads and brochures Ive written, selected more or less at random. Click on the thumbnails to see them bigger. Scroll past the clickable .jpgs for my .pdf archive, featuring more print advertising. You can view entire ad campaigns here. Beyond that is my radio archive and my television archive. For brochures, go to my brochure portfolio.
City of Carlsbad Flower Fields ad:
print ad affirming the Citys commitment to a popular local
Mears HDD ad: print ad focusing on horizontal directional drilling capabilities.
Sherwood Scuba magazine insert: a single piece uniting three distinct brands of scuba and travel gear.
Compact Devices ad: a print ad for Twister, an intranet server.
Step CD ad: print ad (newspaper) for First Northern Credit Union.
Auto loan ad: print ad taking aim at 0% financing. Hear the radio commercial (as an .mp3) here.
Auto loan postcard: front and back of the direct mail follow-up to the above newspaper ad.
Money market account ad: print ad emphasizing stability in a volatile market.
Credit union membership ad #1: newspaper ad for First Northern aimed at college faculty, staff, and students.
Credit union membership ad #2: another newspaper ad for First Northern aimed at college faculty, staff, and students.
International funding for commercial and residential real estate: the Jordny campaign
These ads for a company offering U.S.-based financing for Costa Rican real estate grabbed attention with their bright colors, bold copy, and charming native animals. They successfully launched the company into this new arena of capital financing; the companys website used a similar look and feel, extending an already successful brand identity to the web.
Print ad #1: Service launch - this ad introduced the company and established the brand look and feel.
Print ad #2: Addressed the needs of American citizens thinking of retiring to Costa Rica.
Print ad #3: Spoke to commercial developers.
Print ad #4: Spoke to investors.
Home loan products: the Three Little Pigs campaign
This multi-faceted ad campaign took an attention-getting concept, matched it with a fun style, and set it to work across all consumer touchpoints including radio and TV. The result was an unqualified success.
Print ad: the black and white newspaper ad (300 KB .pdf file).
Mailer: the multi-page, full-color execution of the concept (800 KB .pdf file).
Radio commercials (as .mp3 files):
First Northern Credit Union (Illinois):
How do you sell the all-around benefits of a credit union? With an evolving chimp, of course.
Okay, then, how about with a talking cat?
And, to promote money market accounts, youd have to use a thundering herd of chickens.
No animals were used for the SmartChoice Auto Loan, but the panel was not exactly human, either.
For conventional auto loans, a disclaimer and (back to the animals) a skydiving moose.
And, for home equity loans, a human but very rapidly expanding family.
The following are 15-second television spots for Winston Tires, written to run in
pairs. They were recorded for the web by sticking a camera in front of a television set,
like in the cinescope days. The 640 x 480 .avi files average 9 MB, and take about two
minutes to download with a broadband connection. By contrast, the small-screen executable
files average 1.65 MB and take about 20 seconds to download with a broadband connection.
The executable bit is a VideoImpression applet from ArcSoft.
Brake service: Dime as an .avi file | Dime as an executable
Tire selection: Skysurfer as an .avi file | Skysurfer as an executable (and, yes, we threw wheels and tires out of an airplane, and thats a real dude riding the tire down.)
Tire selection: Stopwatch as an .avi file | Stopwatch as an executable
Summer sale: Move as an .avi file | Move as an executable
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Free (yes, free) advertising copywriting resources
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More career advice: whats it like being an advertising copywriter?
Napoleons advice to entrepreneurs, Part I: starting the enterprise
Napoleons advice to entrepreneurs, Part II: the entrepreneurial character
Napoleons advice to entrepreneurs, Part III: growing the enterprise
The ART of repurposing marketing copy (Or, why you shouldn’t use brochure copy as web content)
The economy (and what to do about it)
When you should consider hiring a freelance copywriter
Advertising copywriting mentorship
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Phone and fax: (619) 465-6100
John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California
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