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Copy: When there's a story, we'll find it. 7:30 every week on TV One Sunday

The best ad quote of all time was by Howard Gossage. He said "People read what interests them. Sometimes it's an ad." Go ahead and write that down. Tape it on your wall. Industry know-it-alls might tell you that consumers don't read long copy anymore. Of course they are often forgetting that consumers are people. And that people don't like to spend their free time reading product benefits and most compelling promises. But this campaign beautifully demonstrates how an ad can turn the world into a history museum and make people stop, lean in, and actually read a bunch of long ad copy. I guess that's why it took home a Young Guns award this year. Superb work out of Saatchi & Saatchi, New Zealand. Keep writing. Just be interesting.

via 24

10 comments:

Dick Margulis said...

Just be interesting. And remember to have someone who knows how to spell check your copy. "Lead" in the top ad should be "led."

Anonymous said...

And "a seamen" should be "a seaman". Obvious errors such as those tend to make me doubt the veracity of the copy I read.

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