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

“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™

Christopher McKarton: Retired Detective

He’s seen it all. And solved it all. But when an 8mm movie of his past shows up, Christoper McKarton might be back in the game. The Retired Detective A novel with video By Walt Jaschek My name is Christopher McKarton. I’m a detective. Or I was. I’m retired. Blissfully. I prefer detecting buds in … Continue reading Christopher McKarton: Retired Detective

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Walt Jaschek

Writer. Creator. Walt.

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