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
SAN FRANCISCO  HAIGHT ASHBURY NOW  BRIAN WILSON
NAMED CLEANEST  HOME TO WHAT'S  NOW SPORTING
CITY IN THE COUNTRY
SFGate.com THURSDAY, MARCH 29 2011
RUSH LIMBAUGH CAME OUT
(IN MORE WAYS THAN ONE)
Rush Limbaugh debuts his prideful style atop the leading float.
RUSH SHOWS PRIDE AND SUPPORT
- Erika Scrub
No, he hasn’t come out of the
closet, but he is the figurative
doorman for the gay pride parade in
San Francisco. Limbaugh came out
to support the men and women
around the country whom he has
disagreed with for years. Donning
rainbow suspenders and a
loudspeaker, Rush chanted prideful
slogans that included “We’re, here,
we’re queer, get used to it.”
Limbaugh sure seemed used to it
alright as he high-fived various
scantily clad men and women atop
one of the prideful floats.
TENDERLOIN “RESIDENTS” CLEAN UP THEIR ACT
“These hats are so in right now” - Jessica McSweep
Direct Mail
Fake newspapers will be sent to college-area apartments and houses.
LIVING C7
CALLED THE "SQUEAKY  TWITTER ACCOUNT
CLEAN HIPPIE"
Printed in San Francisco
This comes as a shock to pretty
much everyone who knows him. He and spotless everything. Also found
is the last person anyone expected was a yellow van parked outside
to wear rainbow colored anything
and in the past would never have
shared more than a glance with
someone whose sexual orientation
he didn’t agree with. When
questioned about his change of
heart, attire and vocabulary, Mr. closet, but he is the figurative
Limbaugh replied “It was about
time I cleaned up my act.” He
indeed cleaned up more than just
his act. In fact public officials,
suspicious of his new “attitude,”
acquired a search warrant on his
house and office and found steamed
carpets, squeaky clean upholstery
bearing the words “Stanley
Steemer” which seems to be the
culprit in this fascinating change of
heart.
No, he hasn’t come out of the
doorman for the gay pride
parade in San Francisco.
You know how in movies there’s
always a scene with a group of
elderly men playing chess out on the
sidewalk? Multiply that by the
number of streets that make up the
Tenderloin minus the usual scuzzy
characters you see out there on a
daily basis. Here’s the scene: A
collection of men and women visibly
homeless yet dressed to the nines:
hair brushed, clothes ironed and
they’re sitting on sidewalks that you
could eat off of. They’ve got lolly-
pops in hand rather than their usual
drugs of choice and the only trouble
they’re causing is on the handball
court that’s been created against the
Brown Jug bar on the corner of Hyde
and Eddy. Their toothless smiles
SPORTS F7
@CLEANTHEBEARD
©2011 San Francisco Chronicle
MORE PRIDE PARADE PHOTOS
SFGATE.COM
gleam in the sunlight which seems a
lot brighter than normal and the
usual stench of cigarettes and B.O.
has been replaced with ocean breeze
and fresh laundry. Who knew this
day would come! Sure, we’d like to
be able to thank a booming economy
or the charity of some foundation for
this unforeseen gift. However, we
really owe thanks to the never dirty,
always clean Stanley Steemer
employees whose hard work and
dedication made this possible. Their
dedication to a good steam cleaning,
thorough assessments and follow-
through are truly what made all of
this possible. Give them a call if you
think you can handle the amount of
clean they’re going to throw your
way. 1-800-STEEMER.
 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?
By: Richard Foam
This morning during the house and
senate meetings, bills were being
passed like we used to pass joints in
high school. The scowls turned into
contagious smiles and the members
were able to make their
pre-scheduled lunch dates. The
“yay’s” were flying around the
room with such rapidity that it
seemed like members were actually
making some progress. Everyone
appeared unusually comfortable in
their seats and some even opted for
the floor. This almost
cumbaya-esque like scene was
caused by one powerful steam clean
by none other than Stanley. The
carpets, the blinds, the cloth chairs,
and even a few minds. It seems like
this was the answer our country has
been looking for all along.
What does this mean for our
country’s future?
With politicians getting along, it
seems that the future of America is
headed right where it should be.
Tax breaks for everyone with room
for expenditures in the appropriate
areas. It seems impossible, that
once sworn enemies could now
agree on everything from
healthcare reform to what to eat for
lunch. “This is what we’ve been
waiting for all along” said
Republican Tom Saunders. “The
past can now be put to rest and it’s
all smiles and clean business from
here on out.
President Obama decided to join in
on the fun and was smiling from ear
to ear. “I wish I could say that I had
an impact on this wondrous event,
but I owe it all to Stanley, and my
secretary who made the call.”
It’s about time this happened,
maybe in the future we can send
Stanley to do the dirty work in
other aspects of the world. For now
1-800-S-T-E-E-M-E-R is the
number you want to call.

that made it happen every day.”

OBAMA FIRES DRIVERS AND OPTS FOR “CLEANER”
CHAUFFEUR COMPANY
Obama’s new yellow
wheels entering the
White House.
OBAMA’S YELLOW
MOTORCADE
Normally we’d criticize a politician
for being too high maintenance, but
in this case it’s probably a better
Instead of masquerading as secret
service agents, he’s asked his
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
to plush, recently vacuumed
carpet, fluffed couch cushions
and dusted drapes” explains
Obama. “And what’s even better
is I get to hang out with the guys

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.