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Moosylvania Blog

October brings three of my favorite things: MLB playoffs, candy corn and a new fall TV lineup. As a copywriter (and admitted TV addict) who works for a creative advertising agency, I can tell you one of the best ways to get ahead in advertising is to get behind a television. You’ll learn:

1. HOW TO: Write completely out of the box.

As an advertising copywriter, your work is infinitely more memorable when it’s unexpected, uncensored and 100% original.

Best shows to watch:

• NBC’s 30 Rock: For deliciously random scenarios like Tina Fey’s fight with a plastic bag (“I will make you eat your family”) or Alec Baldwin breaking up with Condoleezza Rice via text message (“You + Me = Frowny Face”).
• ABC’s Happy Endings: For wickedly original vernacular like “Freddy Krueger-ing” and getting “rotary dialed.”
• Fox’s Family Guy: For Seth Macfarlane’s foul-mouthed poetry and collection of unorthodox characters.
• FX’s It’s Always Sunny In Philadelphia: For its out-of-control themes (“Frank sets Sweet Dee on fire”), random movie parodies (“Lethal Weapon 5”) and nonsensical musicals (“The Night Man Cometh”)

When scripting brand identity, it’s your job to create stirring, powerful messages that last long after the advertising has been seen.

Best shows to watch:

• HBO’s The Newsroom: For Aaron Sorkin’s literary prowess—words so intricately written you can’t help but feel enlightened and inspired.
• ABC’s Grey’s Anatomy: For Shonda Rhimes’ repeated ability to master the art of the “jaw drop” and “sob story.”
• HBO’s Homeland: For the emotionally explosive cat-and-mouse storyline surrounding a conflicted CIA operative.
• Fox’s House: For Dr. House’s verbal wit, intelligence and charm.

3. HOW TO: Write in a voice other than your own.

As anyone writing for a creative advertising agency will tell you, you’re often assigned to unfamiliar brands and challenged to master new communication.

Best shows to watch:

• HBO’s Game of Thrones: For rousing medieval dialogue that commands contemplation (“Laughter is poison to fear”).
• FX’s Sons of Anarchy: For the cutthroat, high-octane writing of Kurt Sutter and his no-nonsense take on true brotherhood.
• AMC’s Mad Men: For Matthew Weiner’s trip back to when advertising was king, smoking was rampant and men used phrases like “doll” and “hellcat.”

4. HOW TO: Write very little but say a lot.

As we enter an era where consumers are reading less and less copy, word choice and brevity become invaluable skills to an advertising copywriter.

Best shows to watch:

• AMC’s Breaking Bad: For the chillingly short dialogue (“I am the danger”), brilliantly timed silence and menacing stares.
• Showtime’s Dexter: For the haunting inner narrative (“I’m drifting, but not to sleep”) weaved over scenes to illustrate Dexter’s battle with his “Dark Passenger.”
• ABC’s Castle: For a lesson in writing character chemistry that’s perfectly accented by short innuendos and lingering glances.

5. HOW TO: Write copy that’s true to life.

Crafting imperfect, true-to-life copy that hits home with a target audience should be the goal every time you sit down to write for brand identity.

Best shows to watch:

• HBO’s Girls: For the powerfully realistic portrait Lena Dunham paints of life after college (“I have work, then a dinner thing, and then I am busy trying to become who I am”).
• Showtime’s Weeds: For Jenji Kohan’s written rebellion against the stereotypical suburban mom (“I have a history of killing anything that could conceivably work out”).
• NBC’s The Office: For the relatable, wit-infused office banter.
• NBC’s Parks and Recreation: For its lovable band of misfits (“Dude, that is the coolest sentence I’ve ever heard somebody talk”).

As much as TV has helped improved my writing abilities, I have to believe I’m not alone. What has watching TV taught you? Let us know in the comments below!