I am working with a newly-hired junior copywriter on some radio spots for a CPG company. She just showed me her first shot at the scripts and they are good, though they are about :60 too long.
I spend most of today at an editing house, recutting a 60 second spot to hold an unfortunate 75 seconds of copy. It’s like trying to cram Rosie O’Donnell into Mary Kate Olsen’s jeans. The original copy is 167 words; the revised is 226. Why the extra 49 words? Because the client didn’t run the storyboard by DDMAC before it was shot.
Love the “cram Rosie into Mary Kate’s jeans” line, though the visual makes me a little ill.