101 The Ad School

2011-11-03T08:02:00.000-07:00

The Fall Term is underway. Please stay tuned for information about our Winter Term starting in January.

So, you’ve seen a couple seasons of Mad Men and now want to get into advertising. Before you start pouring the Harvey Wallbangers, we must warn you that advertising is not all fun and games. Yeah, there’s the office pranks, the parties, the expensive dinners, the big salaries, traveling, award shows, working with celebrities and your family bragging to all their friends that “you’re in advertising”. But those days are few. Most of it is late nights, sacrificed weekends, lost vacations, abusive Creative Directors, and 99.9% off all the work you’ll do will get killed by your CD, planners, account people and eventually the client.

Oh good, you’re still reading. Well, if you’re still excited to get into advertising, then you’re going to need a killer portfolio, or an uncle in the business and we assume your last name isn’t “Clow”.

But, before you have a killer portfolio, you’re going to need to learn how to write ads. And that’s where we come in. We created 101 The Ad School in January 2006 with the goal of teaching students how to write great ads. As Creative Directors (not abusive ones) we were frustrated with seeing the same “wacky, no-idea filled” book after the same “trying to be funny, can’t write a headline” portfolio that came across our desks.

We believe the best ads come from simple, yet intriguing thoughts, smart ideas and come out of life. We also believe that the most powerful ads, the ones that get remembered, get talked about and get you hired, have the same thing in common; they provoke an emotional reaction.

We will teach you how to create those reactions with the kind of smart thinking that will help you be successful over a long career. Not by doing ads that are just “hot” right now. We will cover how to find the right direction, get to the freshest ideas and how to turn those into memorable executions. We will also teach you how to critique your own work so you’ll know what’s working and what’s not. We do not have the “get in, do some funky ads and get out” mentality of some portfolio school factories.

How else is 101 different from other ad schools? Well..

• We limit our classes to no more than 10 students. This gives us the opportunity to get to know everyone and push them individually. This also creates a relaxed atmosphere and allows us to meet with you after class one on one and go over other ideas or help you with your portfolios.

• 101 is open to all levels, unlike other schools that require a portfolio review to determine what level you are. It’s open to those new to advertising, or those with years experience just looking to write better ads. You will learn no matter how long you’ve been in the business.

• It’s cheaper than other ads schools. It costs just $400 for 10 weeks. And there’s only one class. We don’t make you commit to a year or two year curriculum.

If you’re completely sold, fill out an application here. (There is a $25 non-refundable application fee required) Or if you’re not 100% sold yet and would like to meet, talk more about the class or get feedback on your book (for free), give us a buzz. info@101theadschool.com.

2009-08-02T11:07:00.000-07:00

Welcome to the student gallery. Click on the names on the right to view their work. If you'd like to learn more about a particular person, please email us info@101theadschool.com.

Sony Noise Cancelling Headphones

2009-07-15T08:54:00.000-07:00

Cafepress.com

2009-07-02T09:47:00.000-07:00

The assignment was to think non-traditionally for Cafe Press.

Distant Replays

2009-07-02T09:43:00.000-07:00

Distant Replays sells classic and vintage sports jerseys and collectibles.

Elfa Closet Solutions

2009-07-02T09:42:00.000-07:00

The Eye Bank

2009-07-02T09:41:00.000-07:00

This ad appeared in Communication Arts Advertising Annual and credited to a South American agency 2 years after Matt did it and posted it on many ad blogs. Somebody in South America along with CA judges must've really like it. Congratulations, Matt!

Maybach

2009-07-02T09:36:00.000-07:00

Lake Powell House Boats

2009-07-02T09:35:00.000-07:00

This ad was published in the July 09 issue of CMYK magazine.

Comiclink.com

2009-07-02T09:34:00.000-07:00

This ad ran in the back of Comiclink's monthly brochure.

Six Flags

2009-07-02T09:32:00.000-07:00

This ad was accepted to the July 09 issue of CMYK.

Flight 001

2009-07-02T09:31:00.000-07:00

Burts Bees

2009-07-02T09:30:00.000-07:00

Restoration Hardware

2009-07-02T09:29:00.000-07:00

Distant Replays

2009-07-02T09:28:00.000-07:00

Distant Replays is a store in Atlanta that sells authentic and collectible jerseys and sportswear.

The Travel Channel

2009-07-02T09:26:00.000-07:00

Cartoon Network

2009-07-02T09:23:00.000-07:00

The assignment was to think non-traditional executions for NYC promoting the Cartoon Network.

Pea in the Pod

2009-07-02T09:21:00.001-07:00

Pea in the Pod

2009-07-01T11:13:00.001-07:00

Ready

2009-07-01T11:13:00.000-07:00

Netflix

2009-07-01T11:12:00.000-07:00

U-Haul

2009-07-01T11:11:00.000-07:00

2009-06-29T19:51:00.000-07:00

101 means the basics. The foundation. And in this advertising class, we will concentrate on the foundation of what makes an ad good; Simple thoughts and smart ideas. As Creative Directors at Cliff Freeman & Partners and DeVito/Verdi, and as longtime teachers, we’ve seen tons of books. We know what it takes for a book to get noticed, get remembered and get talked about. In this class, we’ll cover how to find the right direction, get to the freshest ideas and how to turn that into memorable executions.

Why 101 is different than all other ad schools:

We keep our classes small. No more than 10. This gives us the opportunity to go over everyone’s ideas thoroughly and gives us the time to sit with you individually after class and go over other ideas or to help with you books.

101 is open to all levels, unlike other schools that require a portfolio review to determine what level you are. It’s open to those new to advertising, or those with years experience just looking to write better ads.

The class is taught by two, not just one. You get twice the amount of insight.

It’s cheaper than other ads schools. It costs just $350 for 10 weeks. And there’s only one class. We don’t make you commit to a one year or two year curriculum.

Just because the class is just 10 weeks, it’s not over after that. Although marker comps are what’s done in class, we make ourselves available after the term to help you though the final execution.

Our mission is to get you to write better ads faster. Over the course you will learn how to critique your own ads and avoid common formulas, so you bypass the easy stuff and get to the unexpected places.

Combined, we have over 10 years experience teaching at SVA, FIT, Creative Circus and Adhouse. We both graduated the School of Visual Arts and started our careers at DeVito/Verdi. Since, Lee has worked at WestWayne, Atlanta, BBDO, New York his most recent position was Creative Director at Cliff Freeman & Partners. He is currently freelancing. Brad has worked at BBDO, NY, Cliff Freeman & Partners and is now the Creative Director at DeVito/Verdi. Some of our awards include; One Show Gold, Andys, Clios, Art Directors Club, Cannes Lions, National Addys; Best of Show and the $100,000 Grand Radio Mercury Award. Twice.

The Summer Term will start Tuesday, July 21st, 2009 from 6:30 - 9:30 PM.

If you’re interested, of if you’d like to meet, talk more about the class or get feedback on your book (for free), give us a buzz. info@101theadschool.com.

Lee Seidenberg
Brad Emmett