Copywriter’s Lucky Charm: “Red Underwear”

In a video interview with Ken Ohlemeyer, longtime St. Louis copy and comedy writer offers in 44 minutes his learnings from 40 years.

“Put your heart into it.”

That’s one of the biggest pieces of advice Walt Jaschek has for aspiring or new copywriters.

“By heart, I mean two different kinds of energy,” he explained. “First, put your heart into the process: commit to making something great that never existed before. Secondly, put full-on emotion into the messagingany emotion, really, as appropriate, be it laughter or joy or relief or tenderness. The human heart, I truly believe, is where customers make their buying decisions”.

The award-winning head of Walt Now Creative sat down November 29, 2020, for an interview requested and conducted over Zoom by Ken Ohlemeyer, a board member of the St. Louis Media History Foundation, a non-profit dedicated to preserving the media history of St. Louis, Missouri, USA.

The conversation was also the pilot episode of the Foundation’s new YouTube, “Take 5: Casual Conversations with St. Louis Media Hall of Fame Members.”

During a wide-ranging interview about the role of copywriters and what makes a good one, the 65-year-old Jaschek touched on his “Origin Story;” how he hooked up with college buddy Paul Fey to form Paul and Walt Worldwide; how they came to work on national brands such as CBS-TV and Warner Brothers; how this work led to Paul’s Walt’s induction into that Hall of Fame – and how a certain joke about red underwear runs through all of it.

(Here in a few frames from the interview is the moment Walt reveals the latest incarnation of that underwear.)

Walt Jaschek, left, and Ken Ohlemeyer

Ohlemeyer, who by day is marketing manager for Concordia Publishing in St. Louis, posted on Facebook 12/2/20:

“Last Sunday afternoon I interviewed St. Louis Media History Advertising Hall of Famer Walt Jaschek. Walt is a great guy, a good sport, and a very talented copywriter. He is also my first guest for a new YouTube series I’m doing for the STL Media History Foundation. Over the coming weeks, and next year, I’ll be hosting a number of our print, radio, television, and advertising/pr media Hall of Fame members. There’s so much to learn from these folks.”

Watch and hear the full interview on YouTube.

The Five Questions:

2:04 – How did Walt Jaschek start in advertising and copywriting? (Walt’s origin story)

11:57 – What are some of Walt’s favorite ads? 20:35

How does Walt hone his craft and what skills are necessary to be a good copywriter?

26:12 – Why lucky red underwear?

30:52 – What is some advice Walt gives to writers?

Bonus:

37:42 – Walt tells the story of The Golden Adventures of Brett Hull comic books.

Walt Jaschek is a 2018 inductee into the St. Louis Media Hall of Fame. Declaring “I’m not history yet,” Walt is still juggling multiple writing projects for all media. His work can be seen on his website, his YouTube channel, and his Instagram.

From the St. Louis Media Foundation:

If you have St. Louis media that you would like to save, preserve and share, please contact. We research and compile St. Louis media artifacts and memorabilia, maintain the St. Louis Media Hall of Fame, and celebrate our rich media history. Follow us on the web: https://www.stlmediahistory.org.

Latest from the Blog

Christopher McKarton: Teen Detective (1971)

Amateur “action-thriller” film made by Walt Jaschek and friends as sophomores at Jennings High School introduces Walt’s long-time detective character, played by him. Jennings, Missouri. 1971. A quartet of juvenile delinquents make a daring escape from a detention center and head for a hide-out of gambling and drugs. When Christopher McKarton, teen detective, learns of … Continue reading Christopher McKarton: Teen Detective (1971)

“Big Mistake” | Funny TV Campaign for Channel 4 St. Louis (1985)

St. Louis media history rediscovered! Here are KMOX-TV Channel 4’s “Big Mistake” commercials from 1985, alerting viewers to an error in TV Guide magazine. Writer/director: Paul Fey. Guy on camera: me! Yes, that’s me, Walt Jaschek, at a studio in KMOX-TV (St. Louis,) performing on-camera in 1985. I recently found these spots on 3/4″ tape, … Continue reading “Big Mistake” | Funny TV Campaign for Channel 4 St. Louis (1985)

Walt & Don Launch Boastess® Fructose Pies™

We needed a funny product for a funny comic we’re creating. The thought of emulating a certain sweet treat often featured in the comics of our youth? Delicious. Boastess® Fructose Pies™ There’s a sugar crash in every dash! Concept: Walt JaschekPackage design and copy: Don SecreaseStay tuned to see what we do with these! The … Continue reading Walt & Don Launch Boastess® Fructose Pies™

Promo: “You Oughta Be in Visuals: How to Make Your Social Sizzle” | Upcoming Walt Talk

Ready for a new “Walt Talk?” Live on tape from his home-office in beautiful Ballwin, Missouri: a brief message from creative freelancer Walt J. about his upcoming guest-appearance at the “Be a Better Freelancer”® conference October 11th, 12th and 13th, 2019, at the Chase Park Plaza Hotel in St. Louis, Missouri, USA. Walt will be presenting to the assembled freelance writers and editors a topic suggested to him by the conference organizer. The topic: “You Oughta Be in Visuals: How to Make Your Social Sizzle to Be a Better Freelancer.” Walt says he looks forward to hearing exactly what he has to say about that topic… when he comes up with something… by October. Link to the conference: https://www.facebook.com/events/20043… Link to Ruth Thaler-Carter, the conference organizer: https://www.facebook.com/ruth.thalerc…

Walt is a writer (as Walt Jaschek) and a performer (as Walt Jay.) They’re both at work in this promo video, written by the former and presented on-screen by the later. 😉

Ant-Man Cosplay @ Wizard World 2019: Walt Jaschek Does Hank Pym

Updated bulletin: Marvel announces Ant-Man 3 for 2022. Read all about it!

Walt Jaschek loved his very first Cosplay experience at St. Louis Wizard World 2019. As “Dr. Hank Pym,” of Marvel’s Ant-Man 1 and 2, he “re-united” with Ant-Man and the Wasp, and interacted with dozens of other heroes, friends and fans — many of whom recognized the character and asked for pics, to Walt’s relief. “I was afraid they’d just think I was an old guy in a lab coat.” Here are some pics of what Walt called “wacky comic-con fun.”

Dr. Pym (Walt Jaschek) re-unites with Ant-Man and the Wasp. Anybody know the name of these Cosplayers! Walt wants to re-unite for a video.

Is this a new super-group? If so, Disney just bought DC.

Wonder Woman was more interested in Scott Lang than Dr. Pym (Walt Jaschek). Figures.
Dr. Pym (Walt Jaschek) teaches Wonder Woman the thoughtful, hand-to-chin pose.
In this reality, Dr. Strange still has a gemstone not in possession of Thanos. Dr. Pym (Walt Jaschek) is relieved.


This Deadpoool was completely in character. When Dr. Pym (Walt Jaschek) handed him the action figure, Deadpool said, “Oh, the places I could put this.”
Mrs. Pym (Randy Jaschek) wore a t-shirt that Dr. Pym (Walt Jaschek) designed. It says: “I visited the quantum realm and all I got was this lousy t-shirt.”

Dr. Hank Pym (“Ant-Man”) Visits Wizard World St. Louis (If Walt Pulls Off His Cosplay.)

Dr. Hank Pym, founder of Pym Technologies and creator of the Ant-Man suit, will be attending the Wizard World Comic-Con in St. Louis, Mo, on April 6, 2016. Joining Dr. Pym will be the new Ant-Man, Scott Lang, in miniature form.

There’s Scott in Dr. Pym’s pocket.

This famous physicist, known for his discovery of the Microverse and the Quantum Realm, could be of great service to the Avengers as they attempt to reverse the devastating effect Thanos had on…

on…

Oh, heck, who are we kidding? This is Walt Jaschek, of course, attempting to pull of a Hank Pym look for his very first Cosplay experience! He’s leaving for the con any minute. Wish him well — and hope that his attempted goatee grows out, fast!

#STLMADE Writer Walt Jaschek Showcases St. Louis Stories for TheSTL.com

Walt Jaschek and wife Randy at the launch of the #STLMade Movement and the website TheSTL.com, at Venture Cafe in St. Louis, March 14, 2019.

I’m Walt Jaschek, and I’m #STLMade: born and raised in St. Louis. I’ve built a blessed life here, and have enjoyed a decades-long writing career here. I crafted work of which I’m proud, and which gained some attention from peers and associates; in 2018, I was inducted into the St. Louis Media Hall of Fame. Needless to say, I dig this city like rock ‘n’ roll.

That’s why I was delighted to be invited to contribute articles to the new website TheSTL.com, part of the new #STLMade movement, which intends to “shine light on St. Louis thinkers, doers and makers.” A noble cause. I’m for it.

The site is now alive and my first article is published in it. Headlined Niche of Time, it spotlights a cool company in St. Charles, Masterclock, whose high-tech timepieces are sold globally. The firm is run by a dynamic CEO, John Clark, who is also, you will see, a one-man quote machine! Read the article.

Stay tuned for more articles as assignments arrive, and see what it means to be truly #STLMade. Like me. Meanwhile: Cheers!

Walt Jaschek Looks “Professorial” Promoting Webster U. Radio Class.

waltnow-walltjaschek-whiteboard

Come on, a little too professorial. The elbow patches are spot on, sure, but who lines up markers like that, and why would the guy who tries to simplify everything write so much sh*t on the board?

“Don’t blame me,” said Walt Jaschek. “I’m teaching radio advertising again at Webster University School of Communications during the Spring, 2018, semester, and a student at the end of class snapped at pic on my phone.”

At your own request?

“Well, sure,” Walt admitted. “I promote the class as a way for advertising majors to learn to strategize, write, produce, cast, direct and engineer a original, 3-spot radio campaign — — and I wanted to look the part.”

Walt’s slogan for the class, which is filled with mostly funny radio, old and new: “Laugh Your Ads Off.”

That might be better slogan than the one he had for his previous presentation to UMSL ad students about thinking big: “Let Loose the Large.”

Okay, “professor.” Just please don’t tell us you have a pipe in your pocket.

P.S. Hear funny radio commercials co-created by Walt.

Walt Jaschek Photo: Walt Goes Mid-Century Modern

waltjaschek-midcenturymodernPopped into Porona Pasta in downtown St. Louis today. ❤️’d cool concept, delish food and Atomic Dust branding, including this wall: It’s mid-century modern! Like me! (In fact, my birth year, “55,” is in the photo. See it?)

Happy Comic New Year from Don Secrease, Sam Maronie and me

waltjaschekdonsecreasesammaronie

That’s me, left, with two great, St. Louis comic friends and collaborators from Auld Lang Syne: Don Secrease, co-creator and artist of The Herobots™, Ned and the NudeMel Cool: Mall Cop™, and many more comics with me; and Sam Maronie, long-time comics and pop-culture journalist and author of Tripping Through Pop Culture. This was New Year’s Eve, 2015, at the home our mutual friend and ace comic creator, Paul Daly.  Ever been to Paul’s place? It’s like stepping into a movie set. Anyway, my point is: Happy New Year!