MATT WALKER
Creative Director/Copywriter at White+Partners
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Posts
- "HI, I'M RYAN" RADIO :60
CLIENT: Mercedes-Benz
AGENCY: White + Partners
MW: CD/CW/PRODUCER
What started out as a lesson in, “this is what you get when you submit a bogus creative brief” turned into an award-winning radio spot.
- “HOT BULBS” RADIO :60
CLIENT: Touchstone Energy
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Touch ‘em. Touch ‘em. Touch my hot bulbs.
- “HAIR DRYER” RADIO :60
CLIENT: Touchstone Energy
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Wasting energy is not only foolish, it can be pretty damn embarrassing.
- “RUGGED REFINED” RADIO :60
CLIENT: Land Rover
AGENCY: The Bomstein agency
MW: CD/CW/PRODUCER
Taming the wilderness is one thing. Refining it is quite another.
- “DIDGERIDOO” RADIO :60
CLIENT: Mercedes-Benz
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Ryan Zimmerman is passionate about baseball, Mercedes, and rockin’ out on a didgeridoo.
- “BALLOON ANIMALS” RADIO :60
CLIENT: Mercedes-Benz
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Ryan Zimmerman is passionate about baseball, Mercedes, and making balloon animals.
- “SOUNDING BRITISH” RADIO :60
CLIENT: Mercedes-Benz
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Ryan Zimmerman is passionate about baseball, Mercedes, and sounding British. That’s right…British.
- “CHOOSE YOUR EXPERIENCE” RADIO :60
CLIENT: Wolf Trap
AGENCY: White + Partners
MW: CD/CW/PRODUCER
An interactive radio experience for everyone to find the musical flavor they crave.
- "PEANUT TOSSER” RADIO :60
CLIENT: Washington Nationals
AGENCY: White + Partners
MW: CD/CW/PRODUCER
A fresh bag of nuts for every fan who raises their hand.
- “GROUNDS KEEPER” RADIO :60
CLIENT: Washington Nationals
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Making every blade of grass stand at full attention.
- “STADIUM USHER” RADIO :60
CLIENT: Washington Nationals
AGENCY: White + Partners
MW: CD/CW/PRODUCER
For those in need of a guiding light to section 224, row G, seat 33.
- "MEET JOHNNY” RADIO :60
CLIENT: Luray Caverns
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Curiosity runs amok in a recording studio.
- “LIMITLESS DISCOVERIES” RADIO :60
CLIENT: Luray Caverns
AGENCY: White + Partners
MW: CD/CW/PRODUCER
So much to discover in 60 seconds.
- "AGENTS OF CHANGE" RADIO :60
CLIENT: Verizon
AGENCY: White + Partners
MW: CD/CW/PRODUCER
Part of McGarryBowen’s rebranding of Verizon. Helping our government peeps rule the air.
- "THE ELEVATOR" RADIO :60
CLIENT: Lindsay VW
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Awkward elevator encounters? Not fun. Driving a VW? Fun.
- "TOOTH PIRATE" RADIO :60
CLIENT: Lindsay VW
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Dental misadventures? Not fun. Driving a VW? Fun.
- "WHERE ARE MY PANTS?" RADIO :60
CLIENT: Lindsay VW
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Disappearing pants? Not fun. Driving a VW? Fun.
- "AWWWW YEAH" RADIO :60
CLIENT: Washington Capitals
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Swinging singles night. Your Washington Capitals. And Barry White. Awwwww yeah.
- "FAN IN TRAINING" RADIO :60
CLIENT: Washington Capitals
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Before the Caps rocked the red, they were always intense. So were the fans.
- "WORLD WITHOUT INTENSITY" RADIO :60
CLIENT: Washington Capitals
AGENCY: The Bomstein Agency
MW: CW/PRODUCER
Before the Caps rocked the red, they were always intense. Almost always.
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Posts
- Final Whipple
So, when you boil it all down, here’s an ultra-concentrated version of Whipple wisdom.
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Whipple in a Nutshell:
Say something believable.
Say something relevant.
Be simple.
Try not to look like an ad.
Open strong.
Have one theme.
Show, don’t tell.
Make sure your idea works fast.
Reduce your number of moving parts.
Find a villain.
Tell the truth and run.
Be provocative.
Use simple language.
Entertain throughout the spot.
Leave a picture in the listener’s mind.
End dramatically.
Don’t suck.
Create something so cool you don’t have to pay people to see it.
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- More Whipple Reflections
Got busy. Neglected the blog. Shame on me. Here are a few more insights (and my thoughts) from Whipple.
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Big ideas transcend strategy.
If your idea is BIG but it’s off brief, that’s ok. Big ideas are like nuclear bombs. They don’t have to be perfectly on target to work.
And chances are, everyone else in the room (AEs, planners, clients, people who have their name on the door) will recognize a big idea and the impact it can have. Don’t be afraid to go off brief and into uncharted waters. If the idea is big enough, it’ll sell itself.
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5 rules for effective speech writing from Winston Churchill:
1. BEGIN STRONGLY
2. Have ONE theme
3. Use simple language
4. Leave a picture in the listener’s mind
5. END DRAMATICALLY
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VIDEO CONTENT (TV) PRODUCTION:
It takes just as much time to produce a crappy concept as it does a great one.
It’s your time, your agency’s time, your client’s time. Use it wisely.
Insist on knowing your production budget before you begin concepting. Usually around 10% of total TV media buy. INSIST ON THE ACTUAL BUDGET.
Somebody somewhere has an idea of what they have to spend. Make absolutely certain you know what that figure is. It affects the ideas you come up with in a big way. If you come up with ideas you can’t afford to produce, you’re wasting agency time and your client’s time. If your lead AE on the account can’t get you a budget, talk to an agency principal about providing some support. Or, encourage your account team to let you talk to the client and explain why you need this budget upfront to ensure you’re not wasting their valuable time.
Also…
Make sure your production $$$ is used to enhance a kick-ass concept. Not add some sizzle to a so-so idea.
$$$ can turn a great idea into a truly outstanding commercial. Or $$$ can polish a turd. And you’re left with a really shiny turd that a lot of people will see.
This too..
Try this: If you can make the first 2 seconds of your spot visually unusual, do it.
Can the sound design help? Yes it can.
We used audio and video to this affect in a spot we produced over the summer (The Comeback). The very disorienting audio really grabs the attention of people who may not have their eyes immediately on the screen. Visually, we had a business man coming to his senses in the middle of a boxing ring. Why was a guy in a jacket and tie face down on the mat? Your brain just naturally wants to connect the dots. When we see something that doesn’t make immediate sense, we want to make sense of it. It’s just how we’re wired.
Lastly…
OPEN STRONG.
STAY INTERESTING ALL THE WAY THROUGH.
DRIVE HOME YOUR POINT IN THE LAST 5 SECONDS.
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- Hey Whipple Revisited
Had the rare opportunity to do some reading over the brief winter break. Since my new books hadn’t arrived on time (I’m lookin’ at you Amazon), I re-read the third edition of Luke Sullivan’s timeless ad guide: Hey Whipple, Squeeze This. Read the first edition in college. About…ohhh…12 years ago. Totally different lens to read it through now. But damn, such wonderful advice every creative needs to keep front and center at any stage of their career. Here are a few nuggets of wisdom to keep firmly planted in your mind-brain. I’ll post more soon. I’ll even expand on a few as they pertain to my “12-years-in-the-business” filter.
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BRAND = ADJECTIVE /// SIMPLE = GREAT
Strip your brand down to the bone. People don’t have time to figure out what your brand stands for. Make your brand stand for ONE THING. Pair it with one adjective.
In the world of automotive:
Jeep = Tough
Porsche = Fast
BMW = Performance
Volvo = Safe
Nothing overly complicated. No marketing bullshit. Just simple, liberating, honesty. Claim your brand adjective. It can’t be remotely close to a competing brand. It must be unique. Own it.
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INSIST ON A TIGHT STRATEGY
Vague strategies inhibit. Precise strategies liberate. When you have it just right, the strategy should be evident in the campaign but the campaign should not be evident in the strategy.
For creatives: If the campaign is merely a regurgitation of the brief, there has been no creative leap, and the campaign lacks executional force.
Push as hard as you can for a simple, tight strategy.
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WHAT YOU SAY HAS TO MATTER
WIFFM. What’s in it for me. If the consumer doesn’t get something that matters to them, does something for them, they won’t give a shit.
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TEST STRATEGIES…NOT EXECUTIONS
Sit down with client, planners, AEs. Explore all possible strategies. Select 5-6. Create “benefit boards.” Very simple ad-looking things. A picture and a simple headline that plainly spells out the strategy you want to test.
Say the product is aspirin:
PICTURE:
Two aspirin on a table…or…someone nursing a headache…simple.
HEADLINES:
The fastest acting. Easy on the stomach. Smaller, easier to swallow.
They’re not really headlines. They’re not ads. They’re benefits. Show 10 or so of these boards to a focus group and you’ll get a good idea of which message resonates.
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Dullness won’t sell your product. But neither will irrelevant brilliance.
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The best ideas are discovered. Not created. Find the long-neglected truth in a product and give it a hug. Discover the universal human truth of a category.
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Always express the benefit of the benefit. The human benefit. People don’t buy ¼ inch drill bits. They buy ¼ inch holes.
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DON’T LOOK FOR WHAT’S WRONG WITH A NEW IDEA.
LOOK FOR WHAT’S RIGHT.
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It’s sad to see Washington Capitals Head Coach, Bruce Boudreau, lose hold of his team. He was fired over the weekend. Sounds like he lost the locker room long before that. He turned the Caps around not too long ago. Won the Southeast Division. Got bounced too early in the playoffs. He’ll land another gig in another town in a short amount of time. They’ll be lucky to have him.
I was lucky enough to work with Bruce on a couple spots for our friends at Mercedes. As mentioned in the Post article, the Bird Calls spot really lets his personality shine. He was a naturally funny guy. And he was a pro. He wanted to do a great job. Weather it was coaching. Or shooting a comercial. He went all out.
Sad to see him go. His work will forever live on.
- Our new campaign for Mercedes-Benz is a beautiful thing.
We recently produced a brand new campaign for our friends at Mercedes-Benz of Alexandria and Mercedes-Benz of Arlington. The new work is a radical departure from our recent branding efforts feating Coach Bruce Boudreau, of the Washington Capitals, and Ryan Zimmerman, of the Washington Nationals.
Both of the locations have undergone major renovations this summer. Not an easy thing to do when you’re trying to sell cars. And one of the locations changed it’s name. For nearly 75 years, the corner of Glebe Road and Randolph Street in Arlington, VA has been home to American Service Center. It still is. Only with a new name. With increasing competition in the luxury car market, and residing in a transient town like Washington DC, the name American Service Center had become a stumbling block. It didn’t telegraph the product. It was confusing to the consumer. So, we recommended that after 70-some years, it was time to change it. Hence, Mercedes-Benz of Arlington now calls Glebe and Randolph home.
With the new name and the stunning new showrooms, it was time for a new campaign. Our goal was to launch the name change, promote the enhanced buying experience, and capitalize on some very tangible support points that our client could own—longevity, selection & price, being family owned and operated.
Working with a modest production budget, we had to maximize the footage, focus each spot on a single support point, and make them all beautiful. Check, check, and check.
The spots begin airing over the Thanksgiving holiday. They were shot by the very talented Clark Vandergrift. Check them out below:
“BEAUTY - NEW NAME”
Our first spot in this new campaign is all about launching our client’s new name. But we also had to reinforce that while the name has changed, and she showroom is brand new, the ownership is just the same as it was 75 years ago. Same legendary service. Same dedication to customers. Brand new name.
“BEAUTY - SELECTION & PRICE”
The second spot focuses on a slightly more retail message. It just can’t sound too retail. No screaming at the top of our lungs. No proclamations of being the best. Just a beautiful showroom, beautiful cars, and a refined way of letting people know the selection and price is also quite beautiful.
“BEAUTY - FAMILY”
Our third video focuses on the beauty of being family owned and operated. Values that come from a family-run business truly do impact the way customers are treated. They’re not numbers. Not a sales quota. They’re people. Treat them like family.
Harrison College - Know U Launch Video
While I don’t necessarily advocate for having a “house style,” when clients see a piece of work produced for your agency and say, “I wan’t one!” who are we to say no? Such is the case with this online launch video for Harrison College. When we showed them a case study video we’d produced in-house, they immediately thought it fit their needs for an upcoming product launch. Initially, we had several different ideas for the project. But short on time, and working with a relatively modest budget, we determined that some of what we’d done for our agency case study vid would work quite well for this launch. And so far…it’s been a solid win. Delivered on time, under budget, and to rave reviews from our client.
Touchstone Energy - Behind the Scenes
I’m just gonna say it. I miss this client. Touchstone Energy (the branding arm of the NRECA) goes way up there on my top client list. Great group of people to work with. They’re passionate about their work. They believe in what they do. They genuinely make it their business to help people. Not customers…people. Sadly, we parted ways. Hopefully our paths will cross in the future.
During our time together, we got to create some really nice work. We were ahead of the curve with some of our messaging. Showing kids as the lead in pushing parents toward adopting energy-saving technology. Promoting electric vehicles as a definitive trend in the future long before the Volt hit the road. Bringing the national energy conversation to American homes. We realized this conversation was going to boom over the coming years. So we put it front and center.
We shot with the very talented Brett Froomer from @radical. He actually got us onto the WB back lot to shoot during the writer’s strike.
This vid was presented a few years ago at the NRECA Connect Conference in Portland, Oregon (my all-time favorite city).
Washington Auto Show - Dr Guy Case Study
Awards are always nice. Results are what really matter. Hey, we got ‘em both! Our in-house editor, Robert Cowling, produced a phenomenal case study. He handled the cut and all the motion graphics. Thanks to our good friends at Clean Cuts for donating time on the mix. And yeah, that’s me rockin’ out the VO. Can you dig it?
Geological Thrill Ride - Behind the Scenes
Behind-the-scenes footage of a TV spot for Luray Caverns in Luray,Virginia. The video intercuts scenes between the steadicam footage used in the spot, the steadicam operator, and the creative team. (The 15 sec spot precedes the video.)
Shot with DC film icon, Gary Grieg at Engine Pictures. Engine and Gary are a killer team to work with. They always bring A LOT to the project. This shot was all Gary’s idea. We loved it so much, I completely altered the initial concept to work better with the footage and produce a much tighter commercial.
- 2011 DC ADDYS. IT WAS A GOOD YEAR.
CLICK HERE to check out the award-winning work.
Here’s the laundry list of lucite:
MERCEDES - RADIO
I’m Ryan Zimmerman - GOLD ADDY
Balloon Animals - SILVER ADDY
Didgeridoo - SILVER ADDY
Sounding British - GOLD ADDY
MJM Zimmerman 2010 Radio Campaign - GOLD ADDYMERCEDES - TV
Jazz Kazoo – SILVER ADDY
MERCEDES 2010 TV Campaign – SILVER ADDYLURAY CAVERNS - ELEMENTS OF ADVERTISING, CINEMATOGRAPHY
Wagon – GOLD ADDY
WANADA - TV
Doctor Guy – SILVER ADDY
Famous People – GOLD ADDY
Carbot– SILVER ADDY
Cabin Fever TV Campaign – GOLD ADDYACCCE - TV
Rodeo – SILVER ADDY
ACCCE – ELEMENTS OF ADVERTISING, CINEMATOGRAPHY
Rodeo – GOLD ADDY
ACCCE - ELEMENTS OF ADVERTISING, SOUND DESIGN
Rodeo – SILVER ADDY
WHITE + PARTNERS – SELF PROMOTION INTERACTIVE
W+P Website – SILVER ADDY
W+P Mobile App – SILVER ADDY
Indianapolis Pit Stop
Shot some great spots in Indy for our good friends at Harrison College this summer. Worked with the very talented Lionel Coleman. Great director. Great guy. And his son plays football at Oregon. Just can’t beat that. Anyhow, on some rare downtime, I took a little side trip to the Indianapolis Motor Speedway. Not really a huge race fan. But man, they had some sweet sheet metal on display. Loved the decals and numbering. snapped a few pics with the DROID. Yup. Still no iPhone. But for now, the DROID does.
2009 DC AdWeek Reel
Here’s a little sampler of our work from a few years back. Had to throw together a reel for our DC AdWeek sponsorship. Tight deadline No time. Late night. Par for course on these things. Having said that, our reel stood out quite nicely. Robert Cowling was behind the wheel on this. I rode shotgun.
- Captivating Photojournalism: Henri Cartier-Bresson
A long, long time ago (still in college long time ago) I was ever-so-close to pursuing photojournalism as a curriculum and potential career path. The storytelling. The travels. A romantic journey filled with moments of horror and insight.
However, one particularly brilliant professor turned me onto the advertising program at my fine alma mater, the University of Oregon. I got into the program. I clicked with advertising. Advertising clicked with me. And I’ve now enjoyed a young career (10 years) in the creative field of advertising…also filled with moments of horror and insight.
Anyhow, I came across a show at the MoMA. The works of Henri Cartier Bresson, entitled The Modern Century, focuses on the master’s most productive decades, the 1930s through 1960s.
From MoMA:
“Henri Cartier-Bresson began traveling in 1930, at the age of twenty-two. For nearly half a century he was on the road most of the time, and the geographical range of his work is notoriously wide. Its historical range is just as broad—from ancient patterns of preindustrial life to our contemporary era of ceaseless technological change. In the realm of photography Cartier-Bresson’s work presents a uniquely rich, far-reaching, and challenging account of the modern century.”
While I certainly didn’t embark on a journey of this nature…that’s the wonderful thing about Henri Cartier-Bresson’s work (the work of any great photojournalist, for that matter) you don’t see the photograph, you live vicariously through the photographer’s eyes.
So, long post short, I need a train ticket to NYC. Maybe you do, too.
Video follow-up to Puma’s Clever Little Bag. Surprised at all the clever, little, haters who responded negatively to this on YouTube. We need more thinking like this applied to every facet of industry. Smarter design. Better world.
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Tweets
- The scary thing: It's on you.The good thing: It's on you. Seth Godin (@ThisIsSethsBlog) goes backwards: http://t.co/iRPW1oxVYaMay 24, 13 from web Reply, Retweet, Favorite
- Do you know what the street-value of this stuff is? Lost Apollo 11 Moon Dust Found in Storage http://t.co/NC53kXCwnq via @mashable
- Lovin on the new CleanCuts studios. http://t.co/GlRksI1U7x
- WTF - Boston Marathon Explosion: Headquarters On Lockdown Following Blast Near Race Finish Line http://t.co/3u96wb4SIG via @HuffPostCrime
- RT @AnneWeiskopf: STUNNED!!! BREAKING: Explosions Reported At The Boston Marathon; Dozens Injured http://t.co/XXzLZGVg40 #BostonMarath ...Apr 15, 13 from web Reply, Retweet, Favorite
- This was posted on April 2. Really hoping it's a late April fools thing: http://t.co/xWODuBUzzV #pathetic #jackass
- RT @W2Optimism: Seven stupid 'rules' for managing creative people from @HarvardBiz. This is an April Fool, right? http://t.co/1Vn65T514qApr 08, 13 from web Reply, Retweet, Favorite
- Rest in peace Mr. Ebert. http://t.co/n9caqMpXHb
- Rest in peace Mr. Ebert. Via @nprnews: Remembering Roger Ebert http://t.co/m7625z236g
- I'm a sucker for this stuff. And so well shot. Highschool athletes will be all over it. Check out the hit @ :59. http://t.co/JHNP7tZx5s
- This is what really gets me excited. Especially as it pertains to a meeting I have this evening. #artcopycode http://t.co/WPMnaH3OPg
- @37signals migrated all projects from classic, now some email notifications aren't being sent. big problem. help please.Mar 07, 13 from web Reply, Retweet, Favorite
- @perpetual_rye yeah. sorry. it burns when i tweet. might have to unsubscribe.
- A very smart idea for dealerships. But an original name would be nice: BMW Adapts Apple Genius Model http://t.co/P04BJ1eL
- Super Bowl. Super Team. INNOCEAN USA just keeps bringin' it. 2013 Hyundai Santa Fe big game ad http://t.co/0F4Q3X64
- More mediocrity from AB-InBev. And from Mother London, no less. Beck's Sapphire Super Bowl Commercial: http://t.co/cAEaEbSL #brandbowl
- VW's Get Happy ad is about as offensive to Jamaicans as the old Go Daddy ads were flattering to women. http://t.co/HUAcbYJB via #brandbowl
- Crushes the teaser. Casting rocks. Concept is brilliant. Think they have a hit. Mercedes Super Bowl Spot: http://t.co/FG0qKOFG #brandbowl
- Love the art direction. Not so sure I'd want "RIP" in big bold letters for a motorcycle ad: http://t.co/hmqmf5lFJan 30, 13 from web Reply, Retweet, Favorite
- Smart. Turbo for practical even safety issues. Well-executed with sense of humor. 2013 Hyundai Sonata Turbo ad: http://t.co/efoOX8OW
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Info
- Creative Director/Copywriter at White+PartnersMarketing and Advertising | Washington D.C. Metro Area, USSummary
Experienced Creative Director/Copywriter for small and mid-sized agencies that think big.
Strategically-minded creative: Firmly believes simple strategies work best. They provide focus and liberate the creative process.
Creatively-minded creative: Even with an air-tight strategy, the creative execution is, more often than not, the only way to really distance yourself from the competition. Get people thinking. Get people talking. Get people buying.
Budget-conscious creative: Fallon said it best, "Don't outspend your competition. Outthink them."
Experience- Jul 2010 - PresentCreative Director/Copywriter / White+Partners
Creative direction = Strategic development. Conceptual development. Creative execution. Broadcast production. Copywriting. Client presentations. New business pitches. Armchair psychologist. Rabble rouser.
- Jul 2005 - Jul 2010Associate Creative Director / White+Partners
- Jul 2000 - Jul 2005Senior Copywriter / The Bomstein Agency
Education-
1995 - 1999The University of OregonBS in Journalism, Emphasis in Advertising
- mclean high school
Additional Information-
Websites:
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Honors:Recent accolades: 2010 Addy Awards MERCEDES-BENZ - RADIO: I’M RYAN ZIMMERMAN - GOLD ADDY BALLOON ANIMALS - SILVER ADDY DIDGERIDOO - SILVER ADDY SOUNDING BRITISH - GOLD ADDY MJM ZIMMERMAN 2010 RADIO CAMPAIGN - GOLD ADDY MERCEDES-BENZ - TV: JAZZ KAZOO – SILVER ADDY MJM 2010 TV CAMPAIGN – SILVER ADDY LURAY CAVERNS TV: WAGON - GOLD ADDY WANADA - TV: DOCTOR IN THE HOUSE – SILVER ADDY FAMOUS PEOPLE – GOLD ADDY CARBOT – SILVER ADDY CABIN FEVER TV CAMPAIGN – GOLD ADDY
