Very early in my blogging life, long before you began to read what I had to say…I discovered one of the finest, most precise bits of copywriting that I have ever seen. I've decided that I needed to bring it back around, because I really want to share it with you.
It is the best of copywriting…both form and function supporting the core message.
Selfishly, as a writer, I also love that it clearly demonstrates that memorable copy is not accidental. This is a work of art.
I felt a surge of both admiration and envy when I saw this. Stick with it for the entire two minutes. The twist is worth the wait.
I hope we all aspire to be this good at something!
Wow! I thought this was a joke at first. . .nice build up and excellent payoff.
Do you know anything about the history of the piece? Did her campaign put this together or an agency?
How ironic. I just sent a couple of folks to your previous post to show them the power of good copy writing. I was blown away then, and continue to be amazed.
When you feel that frisson of spine tingle, that same feeling we receive to Kennedy’s assassination or to ‘that’ Martin Luther King speech, then you know you’re onto a good thing.
Thanks for sharing this wonderfully inspirational piece that moves, transforms and reinvents itself with such a simple and clever strategy.
No, I don’t know much background. I found it on YouTube and was just mesmerized. I thought it was awful at first — like who would say this kind of thing about their own country?
Which is, of course, exactly what the writer wanted to do — he/she sucked us in!
It’s absolutely brilliant. I can’t imagine how much time it too to create.
I think one of the noteworthy elements of this post is that we are all blown away because we don’t usually see this level of quality.
Which is a shame. But honestly, most clients would not invest the dollars it would take to create something like this ad. It sure didn’t happen in a couple hours.
Yes, very true. Like all good marketing — it touches us emotionally first.
That’s a good point — it is simple. That’s part of its appeal. We need to remember that if an ad is too complicated or has too many elements — we should strip them away.
Unless of course, we are using them to mask the fact that the concept is weak to begin with.