What does it take to write copious amounts copy and communication plans in a home office? For Walt Jaschek, it takes a lot of pacing, plotting, keyboard-pecking, and, as you can see in this video, a lot of popcorn.
From the St. Louis Media History Foundation:
Paul Fey and Walt Jaschek, longtime collaborators and creators of funny radio commercials, were inducted into the 2017 St. Louis Media Hall of Fame at a gala ceremony attended by hundreds in downtown St. Louis on March 17, 2018.
The duo thanked, among many others, “Our great clients over the years, for your courage, your taste, and your budgets. Keep having those things!”
The St. Louis Media History Foundation inducted 20 other individuals into the St. Louis Media Hall of Fame that night, as well. More than 200 people attended the gala. (See the full list of the St. Louis Media Hall of Fame 2017 Inductees here.)
Said the Foundation: “Individually and together, Paul and Walt have reputations for creating high-impact, industry-admired advertising campaigns. They teamed up in 1991 to create Paul & Walt Worldwide, the radio commercial boutique agency and production company. With offices in Hollywood and St. Louis, their work quickly won CLIOS, ADDYs and many other awards for national brands.”
Bonus scene from the night of the ceremony: Walt and what he calls his “Hall of Fam:” From left, son Adam; Walt’s wife Randy; and Adam’s fiancé Bernie.
Awards. In my advertising life, I won some.
In fact, every year, around St. Louis Addy Week, I take a few favorites trophies out to lunch.
We laugh, reminisce. This year, Clio crashed the party. That was awkward.
Okay, I know I should take these awards more seriously. I should say I’ve won or shared, with very, very talented collaborators and clients:
• Best of Show in the St. Louis Addy Awards three times, and gold Addys dozens of times
• Advertising CLIO Awards three times (including the one you see above, for “Best Copywriting”)
• The $20,000 Mercury Award for radio humor
• International Broadcasting Awards
• Promax Muse Awards
• TAM Awards from the Business Marketing Association
• Best of Show in the National Healthcare Marketing Awards
But I just can’t keep a straight face while I do so. It’s just a little too self-important, isn’t it? Every industry has awards. Why does the ad biz have so many, and why are they so trumpeted?
My theory is that it’s because most of us in advertising work in anonymity, without byline, and when we create a piece of work we’re proud of, a piece that has our hearts in it, and it also wins some admiration from peers, we can’t help but say: “I am! I exist! I am holding a piece of metal and glass that proves it!”
In reality, I keep my awards in my…
It’s true. That shot above is from a shelf near the washer and drier.
This way, I can tell people I have an award-winning laundry room.
And it’s sort of true.
Walt Jaschek says, “I’d like to thank all the detergents and dryer sheets that made this possible.”
Ah, funny radio commercials! Bless their “break-through-the-clutter” hearts! On radio, listeners (and advertisers) love the funny: well-performed, relatable humor stands out, gets remembered, and earns love returned to the advertiser’s brands, products and shows.
Though Walt Jaschek has written copy for many media, for a long stretch he and his frequent collaborator Paul Fey hit a sweet spot with assignments for hundreds of funny radio spots for national entertainment brands: CBS-TV, Warner Brothers, 20th Century Fox and others. We were known as Paul & Walt Worldwide then, and the work included award-winning spots for the national, syndicated roll-out of a show starring the folks in the illustration above.
Image © 2017 20th Television. The Simpsons created by Matt Groening. Props 4ever, Matt.
Taglines don’t “tag” your brand messaging. When done well, they lead it, crystalizing your brand story, unifying it, and inspiring all other messaging to come. Who benefits? Your customers, your prospects, your employees, your stakeholders: by giving them a way to remember your story, and even repeat it.
In our Projects section, you can see some of the many taglines Walt Jaschek has written for brands big and small. The campaigns they launched are roaring down the track.
Walt Jaschek says this is the “single favorite consulting and copywriting project of his career.” It’s a three-issue comic book mini-series starring Brett Hull of the St. Louis Blues, and a McDonalds Extra Value promotion sponsored by Coca-Cola. It’s a science-fiction story about character and destiny, and it was an early form of what’s now popularly called “branded entertainment.” Read all three Brett Hull comics on the Walt Jaschek: Writer site. And hold onto your hockey pucks.
See also: Comics as Branded Entertainment on Linked In