“What in heaven’s name brought you to Casablanca?”
“…My health, I came to Casablanca for the waters.”
“The waters? What waters? We’re in the desert.”
“...I was misinformed.”
Do we spend enough time talking about great writing?
Or just recognizing great writing?
The folks at Sell! Sell! have a series of posts about great writing. They asked respected advertising leaders their opinions and ended up with a great collection, such as the fascinating ad from Richard Cook with his name spelled out in the copy.
I liked this one from The Economist...
These posts prompted a look back through the ad studio, particularly among print posts. I was searching for other prominent, great writing that I've found recently.
Like this from SwissLife...
And this from Puma...
And then, well, I had nothing else for a post like this.
The ad studio pulls the great work featured throughout the industry trades, industry blogs and ad sites. And over the last two years the majority of ads featured have been design-forward. They contain good writing, but it's the design and imagery that are crafted to stop the audience.
Writing, it seems, is coming in second place an unbalanced amount of times.
"But people don't like to read today," some say.
I bet you liked that Economist ad.