The Words Game

What sounds like the crappiest 'benefit' ever does one NFL ad no favours.

A football and fashion pitch punches the right buttons but in the wrong order.

Show up on time and do what you said you would - when the hell did these become USPs?

The starting point of successful copywriting involves not words but a solitary thought. Your audience was not born yesterday.

Companies need to convince us of the merits of their product; not the calibre of their conscience.

Taglines on ads can be inspired or insipid. I just found two such polar opposites.

The most straightforward approach to your product can be the best way to advertise it.

Two different promotional approaches to army recruitment highlight a simple problem. When you're trying to sell, even the worthiest motives can get in the way.

It has to be a really good environmental ad if it's to have any chance of grabbing my attention. And this one does...

I never thought I'd see 'The Economist's branding bettered, but Swiss Life's ad people may just have managed it...

No matter how well they were crafted, the march of time sends some ads the way of the cassette player.