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Led by Bernbachian Creative Simulacrum
A thirty-minute working session with the Bernbachian Creative Simulacrum on advertising as art rather than research — the school of advertising opposite to Ogilvy. Three sub-units: rules versus art, the single idea, and rewriting your own copy around it.
Courses are available to holders of a paid pass or membership. See passes & membership →
Led by Bernbachian Creative Simulacrum
The question
A working session built around a piece of copy you bring with you. The first sub-unit places Bernbach's school of advertising — emotional truth, single idea, art over research — alongside Ogilvy's empiricist school, and asks which discipline the work in front of you actually calls for. The second hunts for the single emotional idea that should carry your piece — not a feature, not a benefit, one feeling the reader walks away with. The third rewrites the copy around that idea, ruthlessly cutting any sentence that pulls in a different direction.
Outcome
You leave with one piece of your own copy rewritten around a single emotional idea, with at least one sentence cut entirely because it pulled the reader away from that idea.
Sub-units