I called these approaches Templates and realised I had been using a heap of them .. over and over!
My writing life at that point became much easier.
I would choose a template to suit the brief at hand and in minutes could produce a funny-enough script.
Thus this blog.
Every week I’ll post another Template that you can use to write funny faster.
How do you choose a Template?
First decide what the ad needs to prove then choose one that suits.
You need to prove that the advertiser's service is a different and better way to achieve a result.
A good Template would be "the Obstinate Prospect" showing how silly it is to stick with the old way.
A Template can be used for multiple clients because the content will change them sufficiently to be unrecognisable.
Can using a Template be considered a work of creativity?
Rest easy, Hollywood uses templates, stand up comedians use them and yes, advertising uses templates too; in fact I have a very learned publication that demonstrates that almost every advertisement uses a variation of one of 5 fundamental techniques.