4 thoughts on “Three of the very best ads ever: two written by non-copywriters”

1. John Carl Jordan March 18, 2014 at 3:08 pm

   I own a copy of this book as well—very useful.

   It is amazing so many advertising professionals deviate from the principles set down by these men. These principles are fixed. They worked then and they will work now.

   Here’s some wisdom I always … I mean always keep in mind:

   “Wisdom is with the aged, and understanding in length of days”—Job 12-12

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2. Paul Leadbitter April 12, 2014 at 7:28 pm

   I’m not sure I get why the “Brown’s Job” ad is deemed successful.

   It is, without doubt, a lovely piece of prose that I really enjoyed reading. I even got its meaning and significance: it is not the job that counts, but the person in it.

   But was that money worth spending for the agency (whose name already escapes me)?

   Kind regards.

   Paul

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   1. Drayton Bird April 15, 2014 at 3:17 pm

      De gustibus non est disputandum.

      I don’t know – as I said in the video – what the magic was. But I felt it, and so did the many leading advertising people who selected it as outstanding.

      But if the name Batten, Barton, Durstine & Osborn escaped your attention, you’re excused. Paul. That ad ran in 1920.

      They have done OK since then:

      BBDO Worldwide was named the “Most Awarded Agency Network in the World” by The Gunn Report for six consecutive years beginning 2005. It has won “Network of the Year” at the Cannes Lions five times.

      With more than 15,000 employees in 289 offices in 80 countries, it is the largest of three global networks in Omnicom’s portfolio. BBDO was named Global Agency of the Year by Adweek in 2011 and Agency of the Year in 2005 by Adweek, Advertising Age, and Campaign Magazine.

      In 2006, Mayor Bloomberg proclaimed January 10 as BBDO day in recognition of the strength of its advertising, as well as its contributions to New York City.

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3. Paul Simester December 4, 2018 at 7:22 am

   I bought the book for my Kindle a few months ago but hadn’t made the time to open it until today.

   Thanks for reminding me about it and inspiring me to take action.

   That said, I also have doubts about the Brown’s Job
   advertisement since it goes against so much of what you’ve been teaching us.

   For example the headline doesn’t pull you in. I don’t care about Brown any more than Smith, Jones or White. There’s no mention of the wirds you, your etc. It doesn’t make a selling proposition. There isn’t a call for action.

   It’s a fine piece of writing but how is it “salesmanship in print”?

   I’m puzzled and the book doesn’t explain why it’s so good. According to the book, even the writer said “Just why is a little hard to understand, inasmuch as, beyond our signature, it makes no reference to agency operation.”

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