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MARISSA

L A NGMAN

Advertising Copywriting Final Review | Student # 02610072 | May 3, 2011


bout Me

Words are magical things. They have the ability to stir up emotions, get people
thinking and inspire change. My name is Marissa and I want to do all of the above
with a little entertainment and childish fun thrown in. My entire life has always
revolved around words: from family scrabble games, to road trip crosswords
and word searches. To me, it’s all about the search for the right words, the right
concept and the right execution.

Another side to my relationship with words comes from my mother who is legally
blind. I spent most of my childhood describing to her everything I saw: every color,
shape, movement, facial expression and more. Words were (and still are) my tools
to help connect her to my world.

In my midpoint presentation I explained that I wanted to work on more meaningful


brands that inspire action, change perspectives and provide informative content.
This is exactly what I have done for my final portfolio. I have used my words
and ideas to help connect people with brands and the ideas they uphold, while
throwing in a few surprises along the way. Throughout my time at the Academy
of Art I have honed my craft as a writer and realize I do my best when I believe in
the brand. However, I am aware that it isn’t always possible to work for admirable
brands like this all the time, but one can dream. Right?
5

-ists and -ers about me:


Across:
1. Someone who gives peace a chance. 4

2. Someone with goals for the future.


3. The opposite of a brother.
1

Down:
4. Glass half-full kind of person. 2

5. Someone who constantly assesses what they


observe in the world.

Things I like: S G N I R R A E D H E H K F A

I S B C V N I F R T B T X L W

LAW AND ORDER C H Y P C Y W X A D C L X K A


MATZAH BALL SOUP L K H A C Z B M T Q N J B K G
TINY THINGS
V O S Y D H I L S O S L G N I
CHOCOLATE
EARRINGS B F G B H Y O J U D F D K X S

MUSTARD F K T A X F N C M B Z C T R S
RAINY DAYS A K J P Y V F I O X T T B Z L

I M A T Z A H B A L L S O U P

O P Z T G H S Z A R A M A E W

T U K C Z V A J S S S T N Z N

U T N S Q J T B C G D I E P T

P R N O T I N Y T H I N G S G

I Y L M Q R V M T U T I B M V

J K L R E D R O D N A W A L X
esume
Education Academy of Art University, 2011
MFA Advertising Copywriting

San Diego State University, 2008


BA Communications/Spanish Minor

Related Experience The Bees Awards-March, 2011


(First social media awards show)
Intern

Aquarium of the Bay, San Francisco


June, 2009-November, 2009
Marketing Assistant/Designer

L7 Creative Communications, San Diego


May, 2007-May, 2008
Copywriting & Account Services Intern

Program Experience Adobe Creative Suite, iMovie, Final Cut Pro,


Microsoft Word, Publisher and Excel. Mac and
PC Competent.

Other Jobs I’ve Had Lifeguard/Swim Instructor, Food Sample


Personnel, Toilet Scrubber.

Memberships Lambda Pi Eta Communications Honor Society


(2007-Present)
TOMS SHOES
Client: TOMS SHOES
Copywriter: Marissa Langman
Art Director: Carolina Gallegos
Cinematographer: Jason Faust
Media: Integrated

Why does our client need to advertise?


TOMS is an up and coming shoe brand without much advertising. They have a strong
mission statement (they will give a pair of shoes to a child across the world when you buy a
pair for yourself), but most of their advertising is word of mouth.

What is the advertising going to accomplish?


It will provide a concise and interesting explanation about why TOMS is more than just a shoe
company and what their mission is.

Who are we going to connect with?


People, 18-55 years old, who wear shoes.

What are the most insightful things we know about them?


They’ve seen all of the sappy “Feed the Children” ads and don’t want to be guilted into doing
things for the greater good.

What is the single most effective message we can tell them?


TOMS is more than just a shoe brand, it strives to make a difference across the world and
you can be part of it.

Campaign Description: The purpose of this campaign is to provide a clearer


connection of the mission of TOMS Shoes, (that they’ll send another pair of
shoes to children in need). We provide a more tangible understanding as to
where the shoes go and what their new owners might be doing by using the
tagline, Two Journeys Start Here.
Outdoor Wall Poster
Placed in areas with high foot traffic.
Outdoor Wall Poster
Outdoor Wall Poster
Outdoor Wall Poster
:60 TV SPOT
Narrated by an Argentinean Child

I had the shirt, I had the pants,

Receive an education, this was my chance,

I buckled my belt, and tied my tie,

First day of school, and you’re the reason why.


You got a pair, and I got mine,

My TOMS can read, your TOMS can climb.

Announcer:

For every pair of TOMS purchased,


we’ll send another pair across the
world to a child in need.

TOMS.
Two Journeys Start Here
Ever wonder where we send
the “other” pair of shoes?

Spin the globe and click


anywhere to see what’s
happening around the world.
Watch videos, view
photostreams, get weather
updates and learn about cultural
events experienced by the
child
children wearing your other pair
of TOMS.

Website-TomsTracker.com
Users can navigate the globe and find information about weather, view photostreams, and read live feeds from specific locations.
Website-TomsTracker.com
Users have the option to use the quick search bar or they can spin the globe for a random location.
Pedometer Smartphone Application
Calculates distances users have walked and compares them to distances around the world.
Pedometer Smartphone Application
Links to pictures, videos, maps and articles are included with each result.
Write Your Own Message
Customers now have the option to include a message that will appear inside the other pair of shoes sent across the world.
Message Samples
Customers can choose to write their own personalized messages or use a pre-written response.
SALVATION ARMY
Client: Salvation Army
Copywriter: Marissa Langman
Art Director: Javier Henriquez
Media: Integrated

Why does our client need to advertise?


Salvation Army thrift stores have a stigma attached to them. These stores are where people
go to buy silly costumes and accessories for cheap, but not a place where they would be
willing to buy more fashionable items.

What is the advertising going to accomplish?


Eliminate the stigma of cheap, ridiculous clothing and give the stores a high fashion touch
while also keeping the stores stocked with “regular” clothing.

Who are we going to connect with?


Women age 25 and older.

What are the most insightful things we know about them?


They like to shop, but need more of an incentive to purchase second-hand items.

What is the single most effective message we can tell them?


You’re going to shop anyway, so you might as well shop at The Salvation Army stores and
help make a difference in someone’s life.

Campaign Description: See next page.


In partnership with some of the biggest names in
fashion including Chanel, Gucci, MaxMara, Christian
Louboutin, and Salvatore Ferragamo, we have set
up designer sections in over 100 Salvation Army
stores across the country. The designer section
will carry past fashions donated by the designers
themselves and their wealthy customers.

By providing designer products to people who


cannot afford them at full price, we provide more
incentive to give back. We also aim to target people
who can afford full-price designer products and
encourage them to help us keep the stores fully
stocked through their generous donations.

By encouraging this constant cycle, we keep the


fashions current and the aid consistent.
Store Window Display
Partnership Letter
Included with purchase from participating designers.
Partnership Letter
Annual Fashion Show
Clothing donations count as admission (designer and regular fashions accepted).
Fashion Show Flyer
Appears in stores and on website homepage of participating designers.
Print
Appears in fashion magazines.
Print
Print
Circle of Salvation Discount Card
STANLEY STEEMER
Client: Stanley Steemer
Copywriter: Marissa Langman
Art Director: Carolina Gallegos and Fathan Thaher
Media: Integrated

Why does our client need to advertise?


People know the company name and associate it with cheesy advertising.

What is the advertising going to accomplish?


Get a younger audience interested in using their services.

Who are we going to connect with?


College apartment and home renters age 18 and above.

What are the most insightful things we know about them?


They are fun, edgy, aware of pop culture and will spend a lot of time with a
brand that speaks to them.

What is the single most effective message we can tell them?


Stanley Steemer cleans just about anything.

Campaign Description: This integrated campaign is meant to stir up


the audience and get people talking about Stanley Steemer. We drive
home the idea that Stanley Steemer cleans the things you thought
could never be cleaned and even the things you didn’t think were dirty.
We also coin the term “STEEM” which is defined in our executions
as the act of cleaning these things with Stanley Steemer. We use the
tagline, For The Purest Clean Around, to tie everything together.
DATEBOOK E1 LIVING C7 SPORTS F7
SAN FRANCISCO  HAIGHT ASHBURY NOW  BRIAN WILSON 
NAMED CLEANEST  HOME TO WHAT'S  NOW SPORTING
CALLED THE "SQUEAKY  TWITTER ACCOUNT 
CITY IN THE COUNTRY CLEAN HIPPIE" @CLEANTHEBEARD

SFGate.com THURSDAY, MARCH 29 2011 ©2011 San Francisco Chronicle

RUSH LIMBAUGH CAME OUT


Printed in San Francisco

(IN MORE WAYS THAN ONE)


MORE PRIDE PARADE PHOTOS
SFGATE.COM

Rush Limbaugh debuts his prideful style atop the leading float.

RUSH SHOWS PRIDE AND SUPPORT acquired a search warrant on his


- Erika Scrub
house and office and found steamed
No, he hasn’t come out of the This comes as a shock to pretty carpets, squeaky clean upholstery
closet, but he is the figurative much everyone who knows him. He and spotless everything. Also found
doorman for the gay pride parade in is the last person anyone expected was a yellow van parked outside
San Francisco. Limbaugh came out to wear rainbow colored anything bearing the words “Stanley
to support the men and women and in the past would never have Steemer” which seems to be the
around the country whom he has shared more than a glance with culprit in this fascinating change of
disagreed with for years. Donning someone whose sexual orientation heart.
rainbow suspenders and a he didn’t agree with. When
loudspeaker, Rush chanted prideful questioned about his change of No, he hasn’t come out of the
slogans that included “We’re, here, heart, attire and vocabulary, Mr. closet, but he is the figurative
we’re queer, get used to it.” Limbaugh replied “It was about
time I cleaned up my act.” He
doorman for the gay pride
Limbaugh sure seemed used to it
alright as he high-fived various indeed cleaned up more than just parade in San Francisco.
scantily clad men and women atop his act. In fact public officials,
one of the prideful floats. suspicious of his new “attitude,”

TENDERLOIN “RESIDENTS” CLEAN UP THEIR ACT


You know how in movies there’s gleam in the sunlight which seems a
always a scene with a group of lot brighter than normal and the
elderly men playing chess out on the usual stench of cigarettes and B.O.
sidewalk? Multiply that by the has been replaced with ocean breeze
number of streets that make up the and fresh laundry. Who knew this
Tenderloin minus the usual scuzzy day would come! Sure, we’d like to
characters you see out there on a be able to thank a booming economy
daily basis. Here’s the scene: A or the charity of some foundation for
collection of men and women visibly this unforeseen gift. However, we
homeless yet dressed to the nines: really owe thanks to the never dirty,
hair brushed, clothes ironed and always clean Stanley Steemer
they’re sitting on sidewalks that you employees whose hard work and
could eat off of. They’ve got lolly- dedication made this possible. Their
pops in hand rather than their usual dedication to a good steam cleaning,
drugs of choice and the only trouble thorough assessments and follow-
they’re causing is on the handball through are truly what made all of
“These hats are so in right now” - Jessica McSweep court that’s been created against the this possible. Give them a call if you
Brown Jug bar on the corner of Hyde think you can handle the amount of
and Eddy. Their toothless smiles clean they’re going to throw your
way. 1-800-STEEMER.

Direct Mail
Fake newspapers will be sent to college-area apartments and houses.
National Edition
“ All the News Washington D.C. - Who’s a
That’s Fit to Print.” Democrat? and who’s a
Republican? Party lines have been
blurred since the house and senate
have been acting, so peacefully,
page C19

POLITICS HAVE BEEN


VOL. CLX ... No. 55,340 ©2011 The New York Times THURSDAY, MARCH 29 2011 Printed in New York $2.00

“STEEMED” CLEAN
BILLS ARE PASSING IN THE HOUSE AND SENATE AT LIGHTNING
SPEED, ALL AFTER A DEEP CLEANING OF BOTH CHAMBERS.
CHAMBERS BY STANLEY STEEMER?

The Stanley Steemer vans parked outside Capitol Hill during their “routine cleaning.”

CLEAN POLITICS?
their seats and some even opted for headed right where it should be. on the fun and was smiling from ear
By: Richard Foam the floor. This almost Tax breaks for everyone with room to ear. “I wish I could say that I had
This morning during the house and cumbaya-esque like scene was for expenditures in the appropriate an impact on this wondrous event,
senate meetings, bills were being caused by one powerful steam clean areas. It seems impossible, that but I owe it all to Stanley, and my
passed like we used to pass joints in by none other than Stanley. The once sworn enemies could now secretary who made the call.”
high school. The scowls turned into carpets, the blinds, the cloth chairs, agree on everything from It’s about time this happened,
contagious smiles and the members and even a few minds. It seems like healthcare reform to what to eat for maybe in the future we can send
were able to make their this was the answer our country has lunch. “This is what we’ve been Stanley to do the dirty work in
pre-scheduled lunch dates. The been looking for all along. waiting for all along” said other aspects of the world. For now
“yay’s” were flying around the Republican Tom Saunders. “The 1-800-S-T-E-E-M-E-R is the
room with such rapidity that it What does this mean for our past can now be put to rest and it’s number you want to call.
seemed like members were actually country’s future? all smiles and clean business from
making some progress. Everyone With politicians getting along, it here on out.
appeared unusually comfortable in seems that the future of America is President Obama decided to join in

that made it happen every day.”


Instead of masquerading as secret
OBAMA FIRES DRIVERS AND OPTS FOR “CLEANER” service agents, he’s asked his
CHAUFFEUR COMPANY squeaky clean chauffeurs to don
their usual uniforms so no one
questions their intentions.
idea to praise him. After over “The routes will be the same and
two years of travelling in black we’ll be sure to play Mr.
Escalades, our high profile Obama’s favorite tunes” explained
country leader has decided to Johnny Sparkles, one of the
“pimp his ride.” However, by newly-hired drivers. “The
“pimp” we mean downgrading difference is, every aspect of
on the appearance while every day will be a whole lot
upgrading on cleanliness. Stanley cleaner, that’s been ingrained in
Steemer, the company that is us from the start and will be with
responsible for this week’s us ‘til the end.”continued A27
positive shift in politics is also at
the forefront of the clean and
comfortable travels experienced
by Obama and his posse.
“There’s nothing like waking up
OBAMA’S YELLOW to plush, recently vacuumed
Obama’s new yellow MOTORCADE carpet, fluffed couch cushions
wheels entering the and dusted drapes” explains
White House. Normally we’d criticize a politician Obama. “And what’s even better
for being too high maintenance, but is I get to hang out with the guys
in this case it’s probably a better

Direct Mail
Fake newspapers will be sent to college-area apartments and houses.
Playboy-The Clean Version
Fake dirty magazine covers will be placed in news stands.
Playboy-The Clean Version-Placement
Jersey Shore Takeover Clip

VO: Next up, the Jersey Boys and Girls get STEEMED….Clean that is.

VO: This special episode is brought to you by Stanley Steemer


(insert cleaning sounds)

Check out how we give them the cleaning they deserve


(cleaning sounds)
VISUALS:
Series of clips from the show with vacuum
sounds instead of the usual curse word bleep noise.

VO: Looks like the shore can’t get any dirtier.


Youtube Video
Meant to drive people to our Steem Factory Website.

Depicts a nun driving through traffic talking to herself


and yelling explitives at everyone she sees.

END VO: This nun’s got a clean habit, but a dirty


mouth. Give her the steam cleaning she deserves
at Steem Factory dot com. And for your own
STEEM cleaning, call 1-800-STEEMER.

Stanley Steemer. For the purest clean around.


Steem Factory Website
Users can “steem” videos we provide or upload their own and share with friends.
Smartphone Application
Users can record audio and “steem” whatever they see fit then upload and share.
Smartphone Application
Users can take pictures and use our customized censor bar to “steem” anything that looks unclean then upload and share.
BIG BROTHERS, BIG SISTERS
Client: Big Brothers, Big Sisters
Copywriter: Marissa Langman
Art Directors: Javier Henriquez and Borfang Su
Illustrator: Stephanie Kwan
Media: Integrated

Why does our client need to advertise?


The volunteer program is probably the most impactful program they offer, but most
people think it is too much of a commitment.

What is the advertising going to accomplish?


Get people more interested in volunteering without making them feel forced. We
want to show them how easy it is to donate their time.

Who are we going to connect with?


Anyone with a slight interest in volunteering.

What are the most insightful things we know about them?


They have thought about becoming a volunteer, but are afraid of the commitment
so decide not to do anything at all. They lead busy lives and tend to focus mostly on
social and office relationships.

What is the single most effective message we can tell them?


Volunteering is a two way street and doesn’t take as much effort as you think. These
children just need someone and you can be that person.

Campaign Description: By creating a commitment-free event, we allow


people to get one step closer to volunteering. We use activities that
normally require two or more people to get our message across along
with the tagline: You’re What’s Missing.
Print
Interactive OOH
CHILD: Knock knock.

(SILENCE)

CHILD: Knock knock?!

(SILENCE)

CHILD: (Seeming very agitated)


KNOCK KNOCK?!?!

ANNCR: You’re supposed to say “who’s there?”


Being a big brother or big sister is as simple as sharing a few
jokes. Become a volunteer today at BBBS.org.

To see first hand what we’re all about, join us at the It Takes
Two Summer Games on June 11th at Dolores park. For more
information go to BBBS.org slash it takes two.

Big Brothers, Big Sisters. You’re What’s Missing.

Radio Spot :30


Interactive Ambient
Interactive Banner
1 1

2 2

3 3

If the user does not roll over the banner, the If the user interacts with the banner, the game
child will continue to hit balls off the table until our will begin. After the first volley, our message will
message appears along with an option to play. appear with an option to play again.
Direct Mail
The “It Takes Two Summer Games” invitation.
Event
Participants will receive a T-Shirt making them the solution to the problem we posed with our campaign.
ANCESTRY.COM
Client: Ancestry.com
Copywriter: Marissa Langman
Art Director: Javier Henriquez
Media: Integrated

Why does our client need to advertise?


Ancestry.com is mostly used by genealogy enthusiasts, but not as much by the general public.

What is the advertising going to accomplish?


Get more people interested in visiting the site and finding information about their family tree.

Who are we going to connect with?


All people with family, roughly ages 25 and older.

What are the most insightful things we know about them?


They have a slight interest in their genealogy, but need a little more of an incentive to do research.

What is the single most effective message we can tell them?


Ancestry.com is the place to go for all the questions you have about your family.

Campaign Description: We all have characteristics about ourselves that we


either love or hate. Often, these characteristics can be linked back to far off
generations. This campaign seeks to use these attributes as a reason to go
to Ancestry.com because once the user reaches the site, they will hopefully
discover more information so they can find out who to blame or thank for
these traits. Two different taglines (Find who to blame/Find who to thank) are
used depending on the headline and placement of each execution.
Outdoor Poster
Print
Headline: Great eyesight is hereditary Tagline: Find who to thank.
(If you’re cheating with glasses, find who to blame.)
Coasters
OOH
Ambient-Extended Bus Strap
Ambient-Extended Bus Strap
Online Banner
Sample Banner Outcomes
A different headline and tagline combination will appear depending on which mustache the user hovers over.
TV SPOT: 15 Seconds

MUSIC: Lady Gaga “Just Dance”

VISUALS: 5 clips of home videos depicting


people dancing. Most clips end with someone
falling or looking ridiculous.
MUSIC: Journey’s “Don’t Stop Believin’.”

GUY: (Singing off key) “Strangers, waiting, up and down the


boulevards, their shadows, searching in the night.”

(SFX): Radio switches off.

ANNCR: Whoa there mister tone-deaf McCan’t sing, you obviously


weren’t born with pipes worthy of the Rock and Roll Hall of
Fame. Find who to blame at Ancestry.com.

Radio Spot :30


Thank you for accompanying me on the journey that is my
final portfolio as it has been a labor of love. Though not a
conventional advertising portfolio, I believe my body of work
makes my niche very evident. I had a dream when I entered into
the program a mere three years ago and I am confident I have
fulfilled the first part. This process was not easy, in fact there
were many sleepless nights and unsuccessful presentations,
but in the end I know it was all worth it. When you are
passionate about something it really shows. I hope that my
passion shines off the pages of this book for years to come.

***Attached you will find a collection of produced commercials,


radio spots and online banners along with a pdf of my portfolio.