The Words Game

Be you ever so mighty, a price war can pull you down fast. As if tied to an elephant...

Familiarity breeds contempt - why writers struggle to get a fair day's pay for a fair day's work.

What sounds like the crappiest 'benefit' ever does one NFL ad no favours.

A football and fashion pitch punches the right buttons but in the wrong order.

Show up on time and do what you said you would - when the hell did these become USPs?

The starting point of successful copywriting involves not words but a solitary thought. Your audience was not born yesterday.

Companies need to convince us of the merits of their product; not the calibre of their conscience.

Taglines on ads can be inspired or insipid. I just found two such polar opposites.

The most straightforward approach to your product can be the best way to advertise it.

Two different promotional approaches to army recruitment highlight a simple problem. When you're trying to sell, even the worthiest motives can get in the way.

It has to be a really good environmental ad if it's to have any chance of grabbing my attention. And this one does...

I never thought I'd see 'The Economist's branding bettered, but Swiss Life's ad people may just have managed it...