Concept: “His name is Davig Pumpkins, and he's going to scare the hell out of you.”
Content: One scary dude, and his backup dancers.
Writing: Are we supposed to know who this is?
Art/design: Why did you go all in on Davig Pumpkins?
Usability: Any questions?

Concept: 
“TWISTED FIRESTARTER
BURNER AND LOVER
but most call you Tim.” 
Content: Tim. A real self-starter.
Writing: Ranges somewhere between birthday candles and cigarette burns.
Art/design: Tim boldly attempts to send his address — by smoke signal.
Usability: Orderly, high contrast, black and white. With just a hint of red.