Learn the ways and the whys behind some of the best advertising in history
Already enjoyed by 1000s online
-James Donaldson (LinkedIn comment)
-Anthony Kalamut (LinkedIn comment)
-Melanie Coffman (LinkedIn comment)
How many ads can you recall from the last 10 years?
Advertising isn’t what it was. It has lost its edge over the public. And its charm to the creatives. When so many of today’s advertisers are clueless about the work that came before us, what were we expecting? That we’d just magically produce great ads?
Unfortunately, the proof is in the pudding… and our pudding doesn’t look like much. So, it’s time to re-learn from the greats and, once again, create ads worth remembering.
History isn't about the past. It's about the future.
In a time where there has never been more advertising, you’d think we’d be seeing our best work yet. But we’re not.
In fact, according to the IPA, we’re seeing some of the least effective advertising in history. But why? Markets are competitive. Advertisers are plentiful. And businesses still need every edge they can get. Isn’t that enough to stimulate great advertising?
To say it straight, we’ve lost what shaped us, our identity. And now, our work is suffering. We, the advertisers of today, need to do better. Not just for the sake of our clients but for the sake of the industry.
And we do so by looking back. We need to learn from the creatives that came before us – the creatives who built many of the brands we still buy from – and use their experience to build a better future.
If we don’t, we lose sight of what works. And how can we expect to make great advertising if we don’t know what it looks like?
-Mark Whitty (LinkedIn comment)
-Lee-Anne Carter (LinkedIn comment)
"Great advertising makes food taste better. It makes cars run better. It changes the perception of everything."
Here are some of the areas you can expect to learn more about...
Language insight
The language you use affects how your message is received. Because sometimes it is what you say… and not just how you say it.
Part of the breakdown focuses on language use and explains the potential impacts of specific words on the reader.
Ad structure
On top of language, the organisation of your message also impacts your audience’s lasting impression. They’re not always obvious, but copy structures play a vital role in what your reader remembers.
Where suitable, I explain the structure of the ad copy and how this might have influenced the outcome.
Other observations
It could be the timing of the ad. The uniqueness of the challenge they faced. Or maybe even the style they presented it.
I keep space, usually at the end of the breakdown, for such observations.
Past breakdowns
So in those cases, I share just the most valuable portion of the breakdown – and then post the rest in my blog. Here you’ll find past breakdowns too.
But, regardless of the size, email subscribers get unique insights that I don’t share anywhere else. I kindly ask you to keep those insights to yourself.
-Cain Smith (LinkedIn comment)
-Swati Sharma (LinkedIn comment)
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Every couple of weeks, I break down an ad explaining why it was written and designed the way it was. You’ll learn how the advertising greats created ads that not only built the brands we still buy from today but also how they created ads we still love to discuss generations later.
And then, to keep you on your toes, I’ll occasionally send the odd advertising lesson from the present too. These don’t always come in the form of a detailed breakdown but are actionable and informative nonetheless.
So, if you’re ready to create memorable, persuasive and just downright great ads again, here’s what you need to do…
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