I’ve found that playing “What If?” is an excellent way to keep the creative juices flowing. When faced with writer’s block, I look for something totally off the wall to write about. For example:
After the breakdown of talks between the Geiko Gecko and Old Navy, the clothing retailer has decided to return to its rrroofs - I mean roots - with a nationwide casting call for a new canine mascot to replace "Magic." This move marks Old Navy’s first return to the wild kingdom in over five years.
“Magic,” the original Old Navy Dog, first appeared in a back-to-school campaign in July 1995. After starring in more than 60 ads, “Magic” became a free agent in early 2001 and high-tailed it over to Target purportedly to replace their mascot “Spot,” who was in difficult negotiations with the mass merchandiser.
You can’t teach an old dog new tricks.
Although both Old Navy and Target produce outstandingly hip ads, Magic found that working for Target was no walk in the park. "I was much more comfortable co-starring with the likes of late style icon, Carrie Donovan than with the much younger and rambunctious actors on the Target set," Magic was recently quoted as saying, “By the end of the shoot, I’d be dog tired. All that dancing and hopping around. Woof.”
Now retired, Magic spends his days posing for pictures (above) on the Santa Monica Pier. He's also often seen chasing Frisbees, seagulls and his tail on the beach....
My dad said I was half a bubble off plumb at times, which a handy attitude to have when trying to save the world from bad advertising. If you can't think of what to say, find a diversion rather than resorting to clichés and empty promises. Spend a half hour goofing off writing something silly. You'll come back recharged and ready to tackle your assignment.