Jaguar – The sound says it all
There's almost no copy in this. But it still speaks directly to the heart of their tribe.
How to Ruin a Campaign in 30 Seconds or Less
The greatest lessons are forged in failure. So let's fight through some real follies.
7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don't worry about who approves.
Winning in Hard Times: Why Most Businesses Shrink and a Few Roar Back
When consumer sentiment tanks, buying becomes emotionally loaded.
The Genius Move Behind Sydney Sweeney’s Jeans Ad
Anytime you put an emotional campaign out there, you get lovers and you get haters.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It'll say that too.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it's a road to nowhere.
The Genius Behind Allstate’s “Mayhem” Campaign
These actually are using fear, but the crazy ass personification allows it to be comedy.
The Unignorable Jingle: Win Hearts & Customers in 8 Seconds
Brevity and memorability make them effective in social media, TV, and radio.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.