• by Fern Siegel , September 12, 2024

Many dream of writing the great American novel. The Novelry thinks it's time to stop dreaming and start writing.

The online writing school, which offers daily lessons, skilled editors and a blueprint to focus your writing, has a simple instruction: "Just an hour a day."

That's the premise behind London-based creative agency St. Luke's campaign, which utilizes 12-second animated spots boasting clever lines, such as "Begin a twisted affair...while your partner fixes dinner.” “Dismember a neighbor... while the kids do homework.” Or watch a skull and crossbones morph into chicken drumsticks: “Plot an elaborate murder...while roasting a chicken.”

The “You’re a writer. Make it official” tagline suggests using daily tasks or downtime to kick-start your literary imagination.

The campaign runs across Meta in the U.S. and U.K. Lurn Media handles media planning and buying.

Louise Dean, founder of The Novelry, appointed St Luke’s to the account without a pitch. Long-listed for the Booker Prize, Dean is the author of four novels. Her first, "Becoming Strangers" was an award winner and her latest, "The Old Romantic," was an Oprah Book Club choice. Her previous ad career (Chiat/Day London, Bates Asia, Fallon McElligott Berlin) fueled her approach to writing. 

“This is a high-energy campaign to bring writers out of the closet and get their words onto the page with our Story First Method, inspired by my time in advertising, where the creative work starts with a brief! Our writers at The Novelry work to a brief to complete commercially viable novels and secure literary agents and publishing deals,” said Dean.

The Novelry started in 2017 and some of its titles include "No Life For A Lady" by Hannah Dolby, "The Trip" by Rebecca Ley and "The Honeymoon" by Kate Gray.

Claire Smith, senior account director at St Luke’s, said: “We’re really getting a thrill from the idea that, in the not-too-distant future, someone who saw this campaign and joined The Novelry is pinching themselves as they sign their first book deal, having never previously thought they could become a published writer.”