The ad world attracts some interesting people, and no wonder. The level of creativity required to come up with a unique idea that stands out in a sea of unique ideas is sky high. While you may be familiar with some of the big names in the history of the biz, like guru David Ogilvy, or founder of modern advertising David Lasker, some of the famous names that have worked in advertising may surprise you.

Herschell Gordon Lewis, for example. While he may not be a household name, he’s well-known to horror movie fans and cult film buffs as the father of “the splatter film.” Also known as the “Godfather of Gore,” Lewis started producing and directing low-budget films in the ’60s, such as Two Thousand Maniacs. Lewis recouped his minimal investments in spades, cashing in on the movies’ drive-in popularity and the burgeoning interest in horror movies.

Lewis was a master of marketing, and no wonder. He started out as an adman, working for an agency and teaching graduate courses in advertising at night. He then moved on to directing commercials for Alexander and Associates before he turned to film directing. Despite his notoriety as a filmmaker, Lewis still cranks out the books on marketing and also teaches seminars. He has a new film planned for 2009.

Comedian and TV star Bob Newhart also started in advertising, working as a copywriter for independent film and TV producer Fred Niles in Chicago in 1959. Newhart and one of his co-workers entertained each other with humorous phone calls, which became the basis of his audition tapes and helped develop the schtick that would later make him famous.

Other funny men have also worked in advertising, such as Stan Freberg, who voiced a multitude of Warner Bros. characters, and Don Novello, who worked in Chicago as a copywriter for Leo Burnett before donning priestly garments as Saturday Night Live’s Father Guido Sarducci. Terry Gilliam, the filmmaker and Monty Python cast member responsible for the comedy troupe’s bizarre animations, worked at an advertising agency when he was fresh out of college.

Actors who have worked in advertising before becoming famous names include Sir Alec Guinness, who wrote copy before making his stage debut, and Rick Moranis of Ghostbusters and Honey, I Shrunk the Kids fame. Pretty in Pink director John Hughes also started as an ad man.

It’s not just funny guys and filmmakers who worked in the advertising world. Some of the greatest literary writers have also written ad copy, most notably F. Scott Fitzgerald, author of The Great Gatsby (and the man who coined the term “The Jazz Age.) Mystery writers Dorothy L. Sayers and Dashiell Hammet (The Thin Man) also worked in the ad biz, Ms. Sayers using it as the subject of one of her acclaimed ’30s novels, Murder Must Advertise.

If you find it surprising that advertising attracts so many brilliant minds, Oozil doesn’t. That’s why the site was created: to bring together today’s best creative workers. Whether you seek the next great literary mind, a forward-thinking filmmaker, or a comic genius who can turn out witty phrases, Oozil is the meeting place.

Find the next big thing at Oozil –even before it’s the next big thing.

By Elizabeth Kelly

As Oozil prepares to move us into the future, it’s interesting to think about the past and its relationship to advertising. As much change as we’ve experienced in the last hundred years, from technological advances to social, cultural, and political changes, some of the main components of advertising are still surprisingly the same.

Take a look through the advertisements in 19th century copies of Harper’s Weekly, and while you’ll see unfamiliar products like laundry ringers and velocipedes, you’ll find that the techniques used are similar to ones still in use today. People still buy for the same reasons that they did one hundred years ago, looking for products to enhance their lives in some way.

An 1866 ad for a family sewing machine includes a written testimonial from Mrs. Ulysses S. Grant, who says that “…I can hardly see how any thing could be more complete or give better satisfaction.” The celebrity endorsement was in full swing long before radio or television.

Other ads used clever wording and verses to sell their products. Dr. Wolcott’s Pain Paint is proof that there’s always been room for unusual health cures (remember “Head-On. Apply directly to the forehead?”) Dr.Wolcott’s clever poem also alluded to current events, mentioning the impeachment of 1868.

Today, some ad campaigns even reach into the past to find their sales hook. Building a brand can be hard, but if you can associate a product with a pre-existing icon, one that has already established an image, then you’ve built a product image in an instant.

That’s what GAP did a few years ago when they used film footage of Audrey Hepburn in black capris to almost singlehandedly make the look popular with women again. Prior to that, GAP launched a successful ad campaign using actual photographs of legendary people wearing their khakis. And not just any famous names, but some of the most famous names of all time: James Dean, JFK, Marilyn Monroe, Bogart, Picasso.

The effect was more controversial when Dirt Devil chose to splice footage of Fred Astaire dancing with images of their product, making it appear that Astaire was dancing with a vacuum cleaner. While many were appalled and thought it was disrespectful of the movie icon, Dirt Devil left the commercial on for a whole year, enjoying the added attention the controversy brought.

Author Kinky Friedman says that no matter what obscure, jungle-deep, untouched-by-civilization place you travel, the people there will still recognize Elvis, Jesus and Coca-Cola. If that doesn’t show the impact of an icon, I don’t know what does.

While today we’re marketing iPods and phone apps and tomorrow it might be hovercrafts, the message is the same as it was when we were hawking mustache wax. If anything, it only emphasizes the importance of finding creatives who can deliver that message again and again in new and exciting ways.

And where to find them? You’re in the right place.

by Elizabeth Kelly

“Nobody creates a fad. It just happens. People love going along with the idea of a beautiful pig. It’s like a conspiracy.” -Creative Genius Jim Henson

Jim Henson is right. Fads just happen, and so do trends –the difference is only in how long they endure, with a trend having a longer duration (sometimes several years) than the short-lived fad, which is gone in a flash. I have a sneaking suspicion that Henson called Miss Piggy “a fad” early in the run of the Muppet Show, not knowing the characters would endure to the point of being character icons.

But, despite that fact that fads and trends “just happen,” those who work in the advertising world spend tons of money every year trying to predict them. It’s a risky business, and despite the cost, it sometimes misses the mark.

For freelancers or small clients who can’t spend thousands on trend forecasting services, it’s much smarter instead to stay on top of what’s popular now, instead of gambling it all on what may or may not be the next big thing.

Here are five easy ways to stay current that you may have overlooked.

#1) Google Hot Trends

About once every hour, Google updates a list of the most frequently used search terms and lists the top 100. Because the list updates so quickly, you can watch trends unfold over the course of a single day. A handy feature also lets you search for hot terms within Google trends and view a graph that charts its popularity over time. As I type this, hot search topics are the new episode of True Blood, the giant jellyfish on the coast of Japan, and debates over yet another “Miley Cyrus is Dead” ‘Net rumor (It’s false.)

#2) The Bestseller Lists

Looking at what people buy to read is an indicator of subjects the masses have more than just a passing interest in. Although some of the books purchased never get read, the buyer usually has the intention of reading them. Knowing what’s selling in the bookstores is a glimpse into the collective consciousness, especially non-fiction. Check the New York Times list frequently, but also take a look at Publisher’s Weekly, which collects separate data for more genres and age groups.

#3) Late Night Commentary

You can always watch the news (and should), but you’re only getting part of what you need. The straight facts aren’t as useful for advertising purposes as people’s reaction to the facts. For an easy way to gauge public opinion, listen to what talk show hosts choose to feature in their standup segments. Audience laughs or boos will let you know if they feel the same way about the celebrity or story being lambasted. Can’t stay up? Watch clips on Hulu or the network’s website.

#4) The Real World

It’s not enough to be social with social networking sites. Twitter and Facebook will only tell you so much about the world around you. Get outside, go places, and interact. Notice what weird new items are on the menu, what buzzwords you overhear, and what the teenagers are wearing. Chances are, it’s not the same as what you’ve seen on TV.

#5) The Garbage

Before you throw away your packaging, take a look at it. Marketing departments spend millions of dollars deciding what that wrapper should look like, so you might as well steal some insight for free. If you suddenly notice a well-known brand change its box to chartreuse polka-dots, it’s a safe bet that look is hot. Starbucks notably changes their paper bands several times a year, and it’s no coincidence that the color scheme  is often the one you’ll see women wearing that season.

Keep your eyes open. just because upcoming trends are hard to spot doesn’t mean you won’t stumble onto the next big thing. But while you’re looking, use these tips to make sure you don’t miss the current big thing.

By Elizabeth Kelly

A few weeks ago, I posted about the success of three very different television commercials: the McDonald’s singing fish, Subway’s “Five Dollar Footlongs” campaign, and Burger King’s revamp of a classic rap to sell Spongebob Squarepants toys. What I didn’t realize at the time was that these three commercials have something in common you wouldn’t even think about while watching TV.

They all rely on the importance of timing.

It’s no accident that Subway launched its campaign during an economic recession. Offering a memorable deal on a filling sandwich just when many people are having to cut back on meals out means that Subway can continue to do brisk business even in a crunch –possibly even better business than before. Burger King’s marketing of the Spongebob Squarepants kids’ meal toys didn’t just coincidentally appear at the end of school year, either. More kids at home translates to more kids clamoring to go to Burger King.

And what about that singing fish? McDonald’s purposefully released the commercial with the infectious jingle just before Lent, when some religious denominations eschew meat but still eat fish. McDonald’s sells about 300 million Filet-O-Fish sandwiches each year, and one quarter of those 300 million are during the Lent period. While even McDonald’s couldn’t have foreseen the success of the ad, its timing was every bit calculated.

It’s not just advertisers that are concerned with the “when” of a big release. You’ve probably noticed how many big movies come out in November, just in time for the huge surge in movie attendance. Do you think that many movies just happen to be completed and ready for release all at the same time? Sometimes a movie is even held back to take advantage of the season.

Sometimes books or movies are held back intentionally so that they won’t have to compete with a bigger and better title that they know will get everyone’s attention. They make their debut in a slower season to make a bigger splash. Some products do the opposite, intentionally releasing a similar product at the same time as their competitor to take advantage of the current interest in the subject matter.

You’ll see more weight loss ads in January, when dieters are still trying to stick to their resolutions, and a second surge in late spring, when women panic about bikini season. A large percentage of weddings are in June, but not many bridal shows are; they’re held in January to give brides-to-be a six-month lead to buy their wedding supplies when they plan for those summer weddings.

What’s the lesson here? It should be clear.

The next time you’re working on a project, ask yourself some questions. Would it be beneficial to hasten the work to get it out sooner? Could you maximize profits or interest by holding it back a few months to take advantage of a holiday or event? It’s all in the timing.

Don’t just consider the quality of the work, the budget, and the audience. Consider the calendar.

by Elizabeth Kelly

Speaking of timing, what’s more exciting than being part of a creative community with actual earning potential? Being part of it from the beginning! Oozil is near launch, and you can be there at the countdown. Share your ideas with us by registering for the Oozil forum today.

Creative people who actually work in the creative field are some of the luckiest people in the world. Not everyone gets paid for doing something they love. There are some days when we work on a project and feel a sense of satisfaction close to what Hemingway or Picasso must have felt. It’s pride. It’s no wonder that artistic types often confess that they would still write, draw, design, etc. even if there weren’t a paycheck on the other end.

But then there’s the other side. Some days you go to work (whether in an office or at your laptop at home) and can’t believe you have a deadline. The fact that you must perform when you don’t have a single ounce of creative juice in your body at the moment feels wrong. How can you create art when it feels so much like work?

Don’t despair. Creativity isn’t something that just leaves you. Sometimes it just lies dormant and needs to be poked with a sharp stick to wake it back up. Think of these tips as sharp sticks, and pull them out whenever you feel a dreaded slump coming on.

• Get Out. No wonder your creativity is stifled if you’re sitting in front of a computer all day. Get outside of your regular environment (the coffee shop doesn’t count –it’s filled with writing zombies who need to get out too). Go to an art gallery. Visit an old friend. Take a walk around the block. Inspiration is right around the corner.

• Look at Some Bad Examples. Taking a look at the worst in the field can be one of the best creative boosts there is. Read some amateur fiction, check out some outsider art, or browse a website of failed ad campaigns. You won’t be able to help thinking that you could do it better, and once you realize how, you’re back in the game.

• Pick a Word. One of the simplest tools I’ve found for stimulating a napping brain is this random word generator. Let it pick a random word (rope, flying, rush), then force yourself to work with it, no matter how strange. You don’t have to actually use the word in your final creation, but you’ll find that the process of trying will lead you to a new idea.

• Recycle a Favorite. Chances are, one of the ideas you’ve already used is worth a revisit. I’m not advocating reusing the same work in its entirety, but the idea behind it. Take a look at some of your successes. What made each one work? An unexpected hook? A spoof of a classic? See if that same technique works for your current project.

If none of these seem to be working, then the best trick is to simply start. Just getting something on paper, even if it’s terrible, gives you something to mold, edit, or otherwise build into something remarkable. Then, once again, you’ll be bursting with the pride that makes you want to create in the first place.

by Elizabeth Kelly

Have a go-to trick for getting your creative juice flowing? Share it with the Oozil community.

If you’ve been anywhere near a television set recently, you’ve seen it. From his perch on a garage wall, a fish sings a song that has become insanely infectious. “Give me back that Filet-o-Fish,” he sings to one sandwich-munching guy while his friend looks on. “If it were you in that sandwich, you wouldn’t be laughing at all,” the creature continues.

The new Filet-o-Fish commercial has been an explosive success for McDonald’s, who timed the ad to coincide with Lent, which accounts for 25% of their fish sandwich sales. If you’ve been lurking under a rock, you can view the ad on YouTube , but you won’t be alone. The clip has now been viewed over one million times. That’s one million people who have voluntarily watched an ad that McDonald’s doesn’t even have to pay to run.

There’s a certain genius to the commercial, which people seem to love or hate. Even the haters are not immune to the message, though, and still report having the song stuck in their heads days after hearing it. While the key to the success of the commercial is partly in the catchy hook of the song, it’s also in its absurdity. Would the song have been as noticed if it hadn’t been sung by a dead fish? It’s doubtful.

Another recent commercial that is currently enjoying success because it so easily sticks in consumers’ heads is the Subway “Five Dollar Footlongs” campaign. In the case of Subway’s campaign, though, there’s something slightly different at work. The song is catchy (though not absurd like a singing fish), and the price cut is also a selling point, but neither factor alone would be good enough to boost sales like this campaign has.

The magic is in the message. Subway didn’t take out ads that announce “For a limited time only, Subway is helping you through the recession by selling all of their tasty footlong sandwiches for only five dollars.” If they had, not nearly as many people would have noticed. The brilliance behind the Subway campaign is in the simplicity of the words: five dollar footlongs. What does Subway have? Five dollar footlongs.

Burger King has a commercial in current rotation that features women with box-shaped rear ends dancing to “Baby’s Got Back,” but with the words “square butts” subbed for “big butts.” It’s almost a shocker on the first viewing, and it’s doubtful that it’s going to become the next stuck-in-your-head sensation. It works fantastically, though, on its first viewing, when the watcher thinks “What the…?” Then, after learning that Burger King is packaging Spongebob Squarepants toys with its meals, all becomes clear.

While each of these commercials is vastly different, they all have something in common that can be an important lesson for those in creative fields. The shared component is: they would all sound stupid on paper. Think about it.

Would you have the guts to propose an ad with a dead fish singing to two silent actors to stop eating him? If a client asked you for some fresh copy for a new sandwich promotion, would you think “Five dollar footlongs” was too simple and instead turn in some overwrought text? And would you ever in a million years have the creative bravery to suggest box-shaped butts?

There’s always a temptation to appeal to the mainstream that is so great that we tend to pitch variations on the same theme again and again. But, what these ads prove is that risk-taking pays off much more than playing it safe. The mainstream is unpredictable. Do you have the guts to pitch against the stream? You’ve got more on the inside than that taxidermized fish has. Use it!

by Elizabeth Kelly

What are the strangest ads you’ve seen that actually worked? Share your thoughts with Oozil.

Most of us are savvy enough to spot a sleazeball. He may be a guy at the bar telling you a story that is obviously being made up on the spot. Or, he might be a used car salesman whose slimy voice and seedy sports coat make you think twice. She might even be a clerk that you can tell is just trying to make a sale when she tells you, “That outfit looks spectacular on you.” All three are liars of different degrees, and all three want something out of you, whether it’s a free beer or a nice commission.

Internet scam artists have an advantage over these easy-to-spot hucksters. We can’t see them or hear them, so our usual methods of detecting sincerity don’t hold up. We can’t check for eye contact or tone of voice. We can’t observe that the guy who claims he can help you make $100,000 a year is wearing a $40 suit and has a prison tattoo…on his face.

With more and more copywriters working from home, either to pursue a freelance career or due to layoffs in a suffering economy, they are especially ripe targets for Internet scam artists. There are good opportunities available on the web, so you don’t want to stop surfing for gigs altogether. You just need to know what the warning signs are. Any one of the following should send up a red flag, the virtual equivalent of a cheap toupee and a “Wanna buy a watch?” voice.

• No Community. The best websites with real opportunities for freelancers give a voice to their workers. If a site doesn’t provide any way for members to communicate with each other, or at the very least to leave public comments to the site administrators themselves, you should approach with caution. Any site that truly cares about its talent wants to hear what they have to say. They should also have easy-to-find contact information in case you have a problem.

• Must Pay Up Front…With or Without Results. The number of sites that help match clients with freelancers is climbing, but a large number of them make their money by charging the writers for using the service. The charge stands whether you sell any work or not. Stick with a company that only takes a fee if you actually make money. (For those who work at home, the charge is usually considerably less than you would end up paying for gas, meals and appropriate clothing if you worked in an office.)

• Exaggerated Claims. “Live the life of luxury. Make 75k a year.” Ads that promise a specific amount of income, or a guarantee of wildly-exaggerated success of any kind, are pulling your leg. Period. The world’s most prestigious universities don’t promise jobs or income amounts to their students. No product, site, seminar or company can or should make grand promises of success. With the right site, hard work can pay off, but no one hands out money on a silver platter.

• Poor Writing. “Learn how you’re copy can make you a milionere.” If you spot rampant errors in an ad or a website’s copy, in a word: run. If you can do a better job then they can, you don’t need them. In fact, they should hire you to write their ads. (Send them a quote; see how it turns out!) Be lenient, however, when it comes to your individual clients. Their lack of language skills is why they need you.

Do you have your own stories of freelance scams or web writing horror stories? Share them here. The more we spread the word and share information, the better a marketplace we create for ourselves and fellow copywriters. Information is the best way to rid the net of rats. Let’s fumigate!

by Elizabeth Kelly