Letters... Dear Editor,
Dear Editor,
I read Pete Martin’s ‘Killer Copy’ piece with some interest. To corroborate his belief that advertising copywriting need not be an ‘art of few words’, witness the brave decision of Tennent’s to launch their support of the Scotland football team with a long copy press ad comprised of 207 words. Not a pithy headline or quirky visual in sight. Just 207 well chosen words that capture the hopes and aspirations of a football-loving nation.
And (shock! horror!) some of the words even contained more than two syllables, yet a mass audience of The Scottish Sun, Daily Record and Metro readers was able to digest the copy and proclaim the ad as ‘Inspirational stuff ... Awesome ... Pure dead brilliant ...’ (just three comments from the message boards). In fact, Tennent’s have had so many people enquiring after the ad that they have now made it available for download at tennents.com.
So, a lesson to clients and copywriters alike: people will happily read your ad if your ad is worth reading.
Of course, it also helps if your agency is prophetic, and Newhaven’s ad, which ran on the morning of the France match, contained the portentous line:
“Hope helps us achieve the unthinkable – Scotland 1 France 0.” Spooky.
Yours, Nostradamus Radcliffe
Partner @ Newhaven