Scripting TV Commercials: A Team Sport, Still Fun

 

My copywriting days were mostly filled with funny radio commercials, but I cranked out a lot of TV spots, too. The creative process is different – there are far more “cooks” than in radio – but every once in a while, some spots turned out just the way I saw ’em in my head. And every single time at bat was great fun. Here are a few of my favorites.

Star Trek: The Next Generation | “I’m Shaving My Head”

Mission: refresh a brand, and remind TV viewers in Miami “Star Trek: The Next Generation” reruns are as fun to watch as ever — mostly because of a charismatic, inspiring head.

Client: WCIX-TV Miami
Creative director: Briam Blum
Producton: WCIX
Agency: Paul & Walt Worldwide

Producer: Paul Fey
Writer: Walt Jaschek

Client: Stroh’s Beer
Writer/Producer: Walt Jaschek

CEFCU Credit Union | “The Wedding”

Mission: Extend the “Not a bank. Better.” campaign into a TV spot for car loans, expressing mandatory copy points in a situation slightly absurd. As the disbelieving uncle says in the spot: “I can’t believe they let them write their own vows.”

Agency: Maring Weissman
Creative director: Paul Maring
Producton: The Arbor Group

Writer: Walt Jaschek

Central Baptist Hospital | “This is Alan’s Heart,” “This is Tyler”

Mission: promote the hospital’s advanced, technological solutions, while maintaining an emotional connection in which patient outcomes are always the main point. Solution: This simple, two-beat structure, repeated in a dozen spots. Here are two.


Agency: Maring Weissman
Creative director: Paul Maring
Producton: The Arbor Group

Writer and audio producer: Walt Jaschek

SSM Health | Motion Graphics Campaign

Mission: introduce the SSM Medical Group, its benefits and its URL with a cost-effective production budget and media buy. Solution: these 15-second, motion-graphics spots, with simplicity, personality and original music.





Agency: Maring Weissman
Creative director: Paul Maring
Executive producer: Tom Barry
Original music: Sandy Smith, Smith Lee
Writer and audio producer: Walt Jaschek

 

L test from the Blog

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This comic essay is also the intro to my new memoir project, “Walt in Progress.” Here’s how it starts… “Have I just been insulted?” I’ve been asking myself. “No, wait, that was an unintentional insult, I think,” over-thinking. In fact, a series of recent, well, let’s call them “unintentional insults” made me think it might … Continue reading Have I Just Been Insulted?

Mister Sticky™: Master of Invisible Glue

In real life, indecisive 20something Tanner Talbert can’t “stick” to anything. But as Mister Sticky, Master of Invisible Glue, this Heronot can stick to anything! Comic book treatment and script in progress by Walt Jaschek, starring new, creator-owned characters. Mister Sticky TM and © 2021 Walt Now Studios Mister Sticky™ Concept and Characters Concept: A … Continue reading Mister Sticky™: Master of Invisible Glue

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 makes 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)

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Walt Jaschek

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