I still wish I had written this

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!

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8 comments on “I still wish I had written this

  1. 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?

  2. 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.

    Great reminder!

  3. Susan Plunkett says:

    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.

  4. Tony says:

    Thanks for sharing this wonderfully inspirational piece that moves, transforms and reinvents itself with such a simple and clever strategy.

  5. Erik —

    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.


  6. Andrew,

    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.


  7. Susan,

    Yes, very true. Like all good marketing — it touches us emotionally first.


  8. Tony,

    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.


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