[Correct POV] Ad Breakdown: The Guardian’s “Interview”

The Guardian Interview ad

So, last month, I posted a breakdown for The Guardian. If you haven’t seen it, it’s here. But a week after posting, I received another message from Laurence Blume, the ad’s art director and copywriter, highlighting the ad was a trade ad – and not a consumer ad. So, I’ll keep the existing ad breakdown […]

[Alternative POV] Ad Breakdown: The Guardian’s “Interview”

The Guardian Interview ad

Last year, I was fortunate enough to get my hands on a big pile of D&AD annuals. And by big, I mean big. Because sitting at home right now, I have every D&AD annual from 1981 to 2019 (and a couple others I’ve picked up since). And they’re not the smallest (or lightest) of books… A wonderful […]

Ad Breakdown: Lurpak’s Note

Lurpak note advert

How many times have you gone to the supermarket in desperate need of something – only to do the shop and forget the very thing you went there for? You’re not alone. And today’s ad plays with that, serving as a reminder so you don’t leave without your Lurpak. Let’s take a look at what’s […]

Ad breakdown: Health Education Council’s “If only”

If only ad by Richard Foster

For businesses, habits are profitable. They’re a long chain of repeat purchases, all on what’s essentially autopilot. So learning how to change consumer habits is something advertisers should spend a lot of time learning to do. But for consumers, habits can be destructive. Your Confirmation Bias makes it difficult for you to see reasons to […]

Ad Breakdown: Dunlop Tyres’ ‘Life Ring’

Dunlop Tyres' ad of life rings

“Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.” In The Copy Book, David Abbott shares, despite not being much of a copywriting theoriser, 5 things he thinks are more or less true about writing copy. The above quote […]

Ad Breakdown: Persil’s “and a hint of”

Persil ad showing empty oven dish with a dish description as the copy

The ways of influencing behaviour supersede the advertising medium. You can be writing a 50+ page financial promo or a 1-page newspaper print ad, and the principles are the same.  There’s a particular principle shown in today’s ad that’s as fundamental (and brilliantly executed) as they get. Let’s have a look. Here’s the ad. Who […]

Ad Breakdown: Sony’s “Stamina”

Sony Stamina ad

Getting the balance between too easy and too difficult is something advertisers often struggle with. Make the ad too easy, you insult (and bore) your audience. Make the ad too difficult, you lose them before they read the ad. Ads need a little challenge. That’s what makes them engaging.  But knowing how to make them […]

Ad Breakdown: Lyons Coffee’s “Has beans?”

Lyons Coffee "Has beans? ad

Substanceless ads are boring. They always have been, and they always will be. You need a little spark, a little something to get your reader’s mind ticking. And finding the balance between too easy and too difficult is something many advertisers struggle with.  If you make it too easy, you insult your reader. If you […]

Ad Breakdown: Langley House’s “Unbreakable”

Langley House Unbreakable Flask ad

As winter digs its heels in, what better time to think about keeping your soup (or drink) warm than with this lovely flask ad from the 1992 D&AD annual? I have a few points to discuss, so let’s dig in. Who The Idea A new product will always face resistance as it enters the market. […]

Ad Breakdown: London Underground’s “Starve a meter.”

Today, we’re looking at one of Mary Wear‘s great ads. She has an extensive portfolio of brilliant work, including the famous “Make Poverty History”.  She created a lot of her work with her ad partner, Damon Collins. I’m going to share some thoughts on one of their earliest pieces, which Mary describes as a “poster […]