david ogilvy knows great copy. after all, he founded what we now know as ogilvy + mather. i love the humility, humor and industry evident in his notes on how to write great copy.
read the remaining tips on letters of note.
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what it is: part of an ad campaign by the national peanut board
why it works: the ad is clean and uncluttered to focus your eye. the message is highly relatable. who doesn’t pine to have the energy of a two-year-old? the model’s movement draws your eye to her feet so you don’t miss the subtler product message about the energy punch peanuts deliver.
why it doesn’t: all of the ads in the campaign feature young, extremely fit women—mostly white. employers need to consider the age, race, gender and real fitness level of their employees when they select images and photos.
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this post is part of a series on health communications that stand out. if you have a worthy ad to feature in the series, email me.
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