Thoughts on Ads


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

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

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

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

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

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

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

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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.

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

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

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No matter how well they were crafted, the march of time sends some ads the way of the cassette player.

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