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How to Write an Ad

Jim Riswold lectured me on "How Hilter’s Car Led to the Greatest Advertising in Advertising History." Then I was assigned a copywriting project. I had to write a successful Volkswagen ad without breaking from their traditional voice of the 1970s. I focused on a feature of the product (engine in the back) and the benefit of that feature (more legroom).

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Email from Jim Riswold, my creative director, to the agency.

 
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VISUAL EXPLORATIONS

Exploring Ideas
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