Recent Comments

Ands & Buts: Why conversational copywriting needs to break the rules


Why not, I did.

7 Mar 2013 - 15:58

Ands & Buts: Why conversational copywriting needs to break the rules

My first CD had an interesting story about beginning sentences with 'and'. He claimed that whenever he was challenged by a client on the subject, he'd break into song:

"And did those feet in ancient time..."

Proof that the rules have been broken for quite a few years. And that sometimes it proves so popular, it even gets a little tune written about it.

6 Mar 2013 - 10:30
John Lewis unveils Christmas advert for 2012

John Lewis unveils Christmas advert for 2012

Perfect use of the medium in that it tells a story. Like it or loathe it (and I like it), I defy anyone not to have to watch this to the end the first time they see it. Or to fail to remember who it's for.

9 Nov 2012 - 15:35

Winning words: Have too many awards made copywriters lose their focus?

It's a sad fact that awards are still handed out for work that just plain wouldn't work or, worse, could clearly never legitimately run. But what's even more of a shame is that a lot of great, relevant work doesn't ever see the light of day (a problem that deepens in line with economic gloom). Better to have an empty trophy cabinet and a book full of the latter at least. Good luck with the gongs in future.

24 Oct 2012 - 10:24

Nothing wrong with long – championing the long copy ad

I don't know about filtering out browsers, Chris - I'd rather try to persuade them to buy too, or at least make a lasting positive impression. But I know what you're getting at.

There was a great example of long copy filtering a few months back in a recruitment ad for MI5, titled 'What are you waiting for?' If you don't have the patience and curiosity to spend five minutes reading the ad, you certainly don't have the patience to spend months doing nothing in particular until called upon. Class. @chriswood

28 Aug 2012 - 16:10