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Archive for November 29th, 2010

It’s a fairly common tactic in advertising: inventing a fake disease or syndrome that only your product or service can relieve.  Goodwill did it recently with TMSS, or Too Much Stuff Syndrome.

And now, Philips joins the fake disease game with DBA, or Dead Battery Anxiety.  I believe the local creative director came up with this idea. I like it because it could almost be a real thing. People living in fear that the batteries on their cell phone or MP3 will die at the most inopportune time – haven’t we all been there?

So we conjured up this fake foundation to promote awareness, and started writing various case studies and video vignettes to illustrate the heartbreak of DBA. I did several of the pieces here, an agency did several more, and there are several yet to be produced. In addition to the copywriting and script blocking, I also got to help direct the casting session, and I even did some voiceover work. This took me ALL the way back to the corporate video days!

Anyway, check it out. And if you’re wondering which pieces are mine, the answer is simple: whichever ones you like!

Contact livelyexchange (at) gmail.com!

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