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Copywriter Portfolio Eric Bettinger Central Michigan University

Statement of Purpose
I have included these pieces of copy to showcase the copywriting, marketing, brand development, and storyboard composition skills I have acquired while working for “The Executives” firm. I believe these compiled pieces best demonstrate my abilities not only as a skilled copywriter, but also as imaginative and unique person. These pieces are my best work and set me not only apart from everyone else, and above all else showcase my work ethic, style and overall writing ability.

Table of Contents
Audio 1. Hoan Finger Saver Nail Guide - 30 second Univoice commercial script 2. Ford Fiesta - 30 second Univoice commercial script 3. PDP Gaming Accessories - 30 second Univoice commercial script 4. Norton Internet Security - 30 second Multivoice commercial script 5. Michigan Baseball Foundation -30 second Univoice noncommercial PSA script

Video 1. PDP Gaming Accessories -15 second Univoice commercial script 2. The Malt Shop - 30 second Univoice commercial script 3. Schick Hyrdo 3 - 30 second Univoice commercial storyboard 4. Norton Internet Security -30 second Multivoice commercial script 5. Michigan Baseball Foundation -30 second Multivoice noncommercial PSA script

9/16/13 12/3/13 rev.

Client: Product: Title: Length: Script No.:

Hoan Finger Saver Nail Guide No More Soar Fingers 30 seconds 455571-03

ANNCR: You do your own work from time to time, but the more you try --- the more it hurts. The Hoan Finger Saver Nail Guide gives you the professional touch for the nonprofessional. You tire of crushing your thumb and fingers, instead of the nail, with every other stroke of the hammer. The handheld Finger Saver Nail Guide grips your nail, until you drive it safely home. Your fingers grip the end of the Nail Guide a safe distance away. And if you miss --- you only hit the Hoan Finger Saver Nail Guide. Bring down the hammer on those sore fingers, or don’t. Pick up the Hoan Finger Saver Nail Guide today! Your fingers will thank you.

9/23/13 12/3/13 rev.

Client: Product: Title: Length: Script No.:

Ford Fiesta Techy Fiesta 30 seconds 455571-04

(MUSIC: FUTURISTIC ELECTRONIC MUSIC IN AND UNDER)

ANNCR: You want a car that’s as techy as you. The Ford Fiesta contains enough new-world technology to put a 50-grand car to shame. Your old car features only one piece of tech; its power windows.

(SFX: WHINY CAR WINDOW SLOWLY GOING UP)

The top-of-the-line Ford Fiesta boasts keyless entry, push-button start,

(SFX: CAR ENGINE STARTING)

and voice-activated sync technology. The Fiesta even comes with a class-exclusive four-inch multifunctional L-C-D display; standard. Get to your closest Ford dealership and drive away with the new Fiesta today. Steering the future, Ford leads the way.

12/3/13 12/4/13 rev.

Client: Product: Title: Length: Script No.:

PDP Gaming accessories Power-up your performance 30 seconds 455571-13

ANNCR: You keep losing to your friends at your favorite video games. Let P-D-P take your gaming to the next level. Becoming the best seems just out of your reach. P-D-P offers unique, and customizable professional quality gaming accessories, like the Afterglow 5.1 surround headset and the glow-in-the-dark Rockcandy controllers, that will give you the competitive edge over your opponents. Get to your local video game retailer and pick up some P-D-P gaming accessories, and power-up your performance.

9/30/13 12/3/13 rev.

Client: Product: Title: Length: Script No.:

Norton Internet Security Cybercriminal Paranoia 30 seconds 455571-05

(MUSIC:

UPBEAT, INSTRUMENTAL, BUILD-UP IN AND UNDER)

LEANNE:

(Confused) You put tissue boxes on your feet, Ted?

TED:

(Paranoid) Yes, Leanne, to cover my footsteps, because they watch my every move.

LEANNE:

Who watches you?

(SFX: LIGHT FOOTSTEPS PACING BACK AND FORTH)

TED:

Cybercriminals. I feel so exposed.

LEANNE:

Ted, just buy Norton Internet Security.

TED:

How can Norton help?

LEANNE:

Norton Internet Security protects your computer from digital dangers.

TED:

How?

LEANNE:

The intelligent software inside Norton blocks any and all attacks on your computer; and your sanity.

TED:

Will Norton really fix my internet paranoia?

LEANNE:

Yes it will.

TED:

Well then, let’s go.

ANNCR:

Spyware, malware, and spam denied, when you’ve got Norton on your side.

From: The Michigan Baseball Foundation Paul Barbeau, Vice President, Dow Diamond 825 East Main Street Midland, MI 48640 (989) 837-6121 Time: 30 seconds Words: 120

For release: 10/16/13 Message No.: 455571-06

(MUSIC:

UPBEAT, ORGAN, BALLPARK MUSIC IN AND UNDER)

ANNCR:

You leaped at the opportunity to join that little league team as a kid. The Michigan Baseball Foundation makes those memories possible for today’s children. Opportunities like that don’t come around nearly as often now, as they did back then. The Great Lakes Loons, created and owned by the Michigan Baseball Foundation, use all their proceeds to establish and maintain youth sports leagues and organizations right here in Mid-Michigan. The Loons need your help to reach all of Mid-Michigan’s children with opportunities for them to grow and learn. Buy your tickets today at the Dow Diamond Box Office or online at milb.com. Support the Loons today; support a child’s tomorrow. This message brought to you by the Michigan Baseball Foundation.

###

CLIENT: JOB #: PRODUCT: REVISION: CLIENT APPRV DATE:

PDP 455571-11 Gaming accessories 1

SUBMIT DATE: LENGTH: ISCI #: TITLE: AS PRODUCED:

11/27/13 15 seconds BCA 311 Power-up your play

OBJECTIVE: Convince male college students that the professional quality gaming accessories offered by PDP will make them better at playing video games competitively. VIDEO OTS GAME OVER SCREEN ON TELEVISION THAT A DISAPPOINTED STUDENT IS PLAYING VIDEO GAMES ON MS STUDENT IN STORE HOLDING A PDP AFTERGLOW HEADSET AND A PDP ROCKCANDY CONTROLLER WITH SUPER OF PROFESSIONAL QUALITY GAMING ACCESSORIES CU PDP AFTERGLOW HEADSET CU PDP ROCKCANDY CONTROLLER MS STUDENT PLAYING SAME VIDEO GAME AS BEFORE WITH PDP AFTERGLOW HEADSET AND PDP ROCKCANDY CONTROLLER NOW WITH A WINNER SCREEN CU AND DEFOCUS WINNER SCREEN WITH SUPER OF PDP GAMING ACCESSORIES AND POWER-UP YOUR PERFORMANCE AUDIO ANNCR VO: Quit getting beat at your favorite games. Let P-D-P take you to the next level.

ANNCR VO: The professional quality gaming accessories offered by P-D-P

ANNCR VO: like the Afterglow headset, ANNCR VO: and the Rockcandy controllers ANNCR VO: give you the competitive edge to beat out your opponents.

ANNCR VO: P-D-P gaming accessories. Power-Up your performance.

CLIENT: JOB #: PRODUCT: REVISION: CLIENT APPRV DATE:

The Malt Shop 455571-12 The Malt Shop’s menu 1

SUBMIT DATE: LENGTH: ISCI #: TITLE: AS PRODUCED:

12/2/13 30 seconds BCA 311 Staying Full

OBJECTIVE: Convince students that the generous portions offered at the Malt Shop will keep them fuller for longer. VIDEO LS OF TWO HUNGRY STUDENTS LOOKING IN EMPTY FRIDGE FOR FOOD WHILE THIRD STUDENT IS EATING AT TABLE LS OF THE TWO STUDENTS WALKING UP TO THE DOORS OF THE MALT SHOP MS OF THE TWO STUDENTS AT THE COUNTER OF THE MALT SHOP WITH CLEAR VIEW OF THE MENU BOARDS CU OF A LARGE MALT SHOP MEAL COMPLETE WITH DRINK, SOUP, AND MAIN COURSE MS OF TWO FULL AND CONTENT STUDENTS SITTING IN BOOTH MLS OF TWO STUDENTS BACK AT HOME MUCH LATER IN THE DAY STILL CONTENT WHILE THRID STUDENT IS LOOKING IN FRIDGE FOR MORE FOOD DEFOCUS MLS OF TWO STUDENTS AND THE THIRD STUDENT LOOKING IN THE FRIDGE WITH SUPER OF THE MALT SHOP LOGO AND DINE IN TODAY AUDIO ANNCR VO: Your roommate eats the last bit of food that was left, all while you stand there with an empty fridge; and an empty stomach.

ANNCR VO: Silence those hunger pains for good at the Malt Shop ANNCR VO: The Malt Shop serves hearty, home-cooked meals

ANNCR VO: in large portion sizes to keep you full,

ANNCR VO: not only for a few hours, but for the rest of the day. ANNCR VO: The meals at the Malt Shop keep you content all day long, and prevent you from making, or buying, another meal, which in turn saves you money, and time. ANNCR VO: The Malt Shop. One meal a day to keep the hunger at bay.

CLIENT: JOB #: PRODUCT: REVISION: CLIENT APPRV DATE:

Norton 455571-09 Internet Security 1

SUBMIT DATE: LENGTH: ISCI #: TITLE: AS PRODUCED:

10/28/13 30 seconds BCA 311 Cybercriminal Paranoia

OBJECTIVE: Convince blue collar business professionals that the intelligent software within Norton Internet Security protects computers from any and all cybercriminal attacks. VIDEO MS OF INTERNET CAFÉ WITH LEANNE SITTING AT A TABLE AND TED ENTERING FROM THE LEFT ZOOM OUT TO MLS OF INTERNET CAFÉ AS TED SITS DOWN EXPOSING HIS FEET COVERED IN TISSUE BOXES AND CAPTURING LEANNE’S REACTION ZOOM IN TO CU OF TED’S FACE AS HE SCANS THE ROOM NERVOUSLY, FIDGITS AND BEGINS TO SWEAT PROFUSELY AUDIO TED: (Mumbles incoherently)

LEANNE: (Confused) Why are you wearing tissue boxes on your feet, Ted?

TED: (Paranoid) Because they are following me, Leanne. I’m trying to cover my footsteps. (SFX: FRANTIC TYPING ON LAPTOP KEYBOARD) LEANNE VO: Who is following you?

CU OF TED’S LAPTOP SCREEN OVERLOADED WITH POPUPS, SPAM, AND MALWARE MS OF LEANNE REACHING INTO HER BAG AND GRABBING NORTON INTERNET SECURITY BOX

TED VO: Cybercriminals. Last time I logged in, my laptop had all this malware and spam on it. LEANNE OC: Ted, just buy Norton Internet Security. TED OC: How can Norton help? LEANNE: Norton protects your computer from digital dangers. TED OC: How?

CU OF LEANNE’S CLEAN AND CLEAR LAPTOP SCREEN WITH NORTON

LEANNE VO: The intelligent software inside Norton Internet Security wipes out, and blocks any and all attacks on your computer; and your sanity.

MS OF BOTH TED AND LEANNE AS TED GRABS NORTON FROM LEANNE DEFOCUS MS OF INTERNET CAFÉ AND SUPER NORTON INTERNET SECURITY LOGO

TED: I better install Norton right now then!

ANNCR VO: Spyware, malware, and spam denied, when you’ve got Norton on your side.

A PUBLIC SERVICE MESSAGE FROM: The Michigan Baseball Foundation Paul Barbeau, Vice President Dow Diamond 825 East Main Street Midland, MI 48640 (989) 837-6121 FOR RELEASE: 12/3/13 JOB/ISCI #: SUBJECT: REVISION: APPRV DATE: 455571-IC2 LIVE____ FILM_xx_ VTR____ SLIDE____ Loons Little League Teams LENGTH: 30 seconds TITLE: Tommy’s Little League 12/3/13 AS PRODUCED:

OBJECTIVE: To encourage local parents of young children to support the Great Lakes Loons and thus support the creation of little league teams across the state of Michigan. VIDEO ES CHILD CRYING IN LIVING ROOM WITH HIS MOTHER CONSOLING HIM AND FATHER WALKING IN FROM THE RIGHT CHILD: (Sobbing) MOTHER: Why are you so sad, Tommy? FATHER: He wants to play T-ball, Lynn, but there isn’t a community little league team in town. CU PAMPHLET OF THE GREAT LAKES LOONS LITTLE LEAGUE TEAM THAT MOTHER GRABS MOTHER VO: There is now. The Loons just created one. FATHER VO: The Great Lakes Loons? Right here in Midland? LS ANIMATED MAP OF MICHIGAN WITH POP-UP LOONS LITTLE LEAGUE DIAMONDS SPRINGING UP ALL OVER MID-MICHIGAN LS CHILD EXCITED IN LIVING ROOM WITH HIS FATHER SCRATHCING HIS HEAD NOW HOLDING HIS EMPTY WALLET. ZOOM IN ON LOONS TICKETS MOTHER GRABS THAT SAY ALL PROCEEDS GO TO SUPPORT LOCAL YOUTH PROGRAMS MOTHER VO: Yes, the nonprofit Michigan Baseball Foundation, which operates the Loons, creates and maintains youth leagues all throughout Mid-Michigan. FATHER OC: How can they afford that? MOTHER OC: Every time we buy Loons tickets our money supports local youth programs, like this new T-ball league. AUDIO

OTS PAMPHLET AS FATHER GRABS IT AND SIGNS TOMMY’S NAME ON THE NAME LINE DEFOCUS OTS PAMPHLET SUPER LOONS LOGO, SUPPORT A CHILD’S TOMORROW , LOON’S PHONE NUMBER, WEBSITE AND THIS MESSAGE BROUGHT TO YOU BY THE MICHIGAN BASEBALL FOUNDATION

FATHER VO: Well, let’s sign him up!

ANNCR VO: Support the Loons today; support a child’s tomorrow. This message brought to you by the Michigan Baseball Foundation.