Why I like it: For fans of long copy advertising, this one is a treat, a lovely morsel of advertising that you take the time to savor. Lovingly art-directed, for sure, but the star here is the language. The intricate image that is woven in the ming, the ascending degree of impossibility (“how far will can they take it?”), the punctuation and pacing (you can almost imagine this being narrated in one breath), the fitting payoff (although the translated tagline is a little clunky) – I think it’s quite a joy to read. Like a good book that you don’t want to see end. In an age of too many “single visual-small logo-no tagline” print ads, we need more of this, don’t we? Surprisingly, this is the very first Ad of the Day from Portugual. But a damn fine one it is. Parabens!
Client: read to find out, if I tell you it will spoil it
Name: “What are you waiting for”
Why I like it: Just a lovely ad. Very elegant in its design, its long-form writing, its pacing, and its purposeful intent to not appeal to everyone. It has a certain snobbery, a sense of “this is probably not for you, mate”, that I find oddly appealing! Partly because it takes balls and conviction to do an ad like this. But mostly because all of this is not for show, or for faux-attitude – it actually serves a very specific recruitment and profiling purpose. This is one of those very strange ads that was not for me, was not for almost anyone…but that will appeal to those very few for whom it is intended. Interesting stuff.
Where have all the words gone? Here are two opposing views:
Copywriting is dead
1. Words are no longer sexy in advertising, (and they don’t get creatives promoted.)
Here is a Cannes winner this year from Euro RSCG Bangkok, and here is an example from JWT Mexico. They’re representative of the modern taste in design, favoring clean lines, full bleed double page images, impactful visuals that telegraph the benefit, minimal logo and tagline at the bottom right. Continue reading →