Everybody Loves Raymond - Divorce
When I first watched this fragment of ELR I knew I had to use it somehow. I started writing a generic promo based on it, I had no idea what to write about -the scene is so simple yet so complex that there's no need for additional explanation. I went to Aileen -my boss back then- and said, look, there's nothing to say here, the scene is powerful it works by itself. She said: It is powerful, but you have to say something. A good promo is not about picking great scenes, it's about adding an original voice to those great scenes.
I spent hours and hours to get to the final copy:
An entire life of dedication
An entire life sharing everything
An entire life like this
Is the life of those who don't realise
That there is such a thing as getting divorced.
In Spanish the words 'Entire' and 'Realise' are written the same way ('Entera'), making a simple but clever pun of the copy. But it was the fact that it had no additional sound effects or music added to the original footage what made this promo remarkable. It won gold at PromaxBDA back in 2003 and was selected in several conferences during that year as a best practice in TV promotion.
Carlos Rojas Monserratte - Sr. Copywriter/Producer/Editor
Jaydi Bracho - Motion Graphics
Claudia Blanco - Art Director
Aileen Angulo - Creative Director
When I first watched this fragment of ELR I knew I had to use it somehow. I started writing a generic promo based on it, I had no idea what to write about -the scene is so simple yet so complex that there's no need for additional explanation. I went to Aileen -my boss back then- and said, look, there's nothing to say here, the scene is powerful it works by itself. She said: It is powerful, but you have to say something. A good promo is not about picking great scenes, it's about adding an original voice to those great scenes.
I spent hours and hours to get to the final copy:
An entire life of dedication
An entire life sharing everything
An entire life like this
Is the life of those who don't realise
That there is such a thing as getting divorced.
In Spanish the words 'Entire' and 'Realise' are written the same way ('Entera'), making a simple but clever pun of the copy. But it was the fact that it had no additional sound effects or music added to the original footage what made this promo remarkable. It won gold at PromaxBDA back in 2003 and was selected in several conferences during that year as a best practice in TV promotion.
Carlos Rojas Monserratte - Sr. Copywriter/Producer/Editor
Jaydi Bracho - Motion Graphics
Claudia Blanco - Art Director
Aileen Angulo - Creative Director
