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Guardian

Published/Aired: 
March 2007
Description: 

Your engine's guardian.
a wix filter lasts 30% longer and captures 45% more dirt than the leading oil filter. In other words, it casts out all evil impurities. And for that, it gets the engine's praise. Wix. Where it counts.

Advertising Agency: Wray Ward Laseter, Charlotte NC, USA
Creative Director: John Roberts
Art Director: Rusty Williams
Copywriter: Scott Ellmaker
Photographer / Illustrator: Mind's Eye

Comments (26)

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Highest Rated

ankitadv's picture
ankitadv
Activity Score 818

awesome ad

purplesimon's picture
purplesimon
Activity Score 473

Copy error alert. Again!

Sorry, but I think that someone should be proofreading these ads to avoid silly little mistakes creeping through. It also makes me think that these are spoof ads (no matter that they might be good).

I know I'm being dull by pointing these out, but someone has to!

What's next, multiple uses of exclamation marks? I shudder to think.

purplesimon's picture
purplesimon
Activity Score 473

In case anyone can't spot it, the word 'last' should be plural.

ivan's picture
ivan

Btw, I don't think that 's' is called plural.

purplesimon's picture
purplesimon
Activity Score 473

If you add an s to something it pluralises the word. Therefore, the word 'last' should be plural.

Then again, you could be making the point that the tense is causing problems and that's why the word 'last' needs to be pluralised.

Whichever it is, it makes no difference to the fact that the copy is poor.

Scam Detector's picture
Scam Detector
Activity Score 1048

So what happened to the third person?

You're a copywriter, right?

purplesimon's picture
purplesimon
Activity Score 473

It's got nothing to do with first or third person. It's about tense, which is different.

And, it still doesn't make up for crap copy.

Scam Detector's picture
Scam Detector
Activity Score 1048

I last longer
You last longer
He LASTS longer
We last longer
You last longer
They last longer

I lasted longer
You lasted longer
He lasted longer
We lasted longer
You lasted longer
They lasted longer

purplesimon's picture
purplesimon
Activity Score 473

It's still a verb and in the case of my comment it was more about tense, which dictates which pronoun to use, not the other way around.

Yokel's picture
Yokel
Activity Score 604

That s isn't plural. It's just the word lasts.
You can pluralize an object, a noun, like apple, but you can't pluralize a last. (Well, actually you can, but noone uses the word last like that anymore).

But yes, what's with the copy these dayss?

purplesimon's picture
purplesimon
Activity Score 473

Can't pluralise a verb, that's what you're trying to say? I beg to differ.

However, I'm not going to get into a huge discussion about whether plural is right, whether it's first or third person, etc. The copy is shoddy and that's all we need to worry about, as you quite rightly point out in your comment.

Scam Detector's picture
Scam Detector
Activity Score 1048

Anyone can have an idea but can you CRAFT it into an ad?

purplesimon's picture
purplesimon
Activity Score 473

Yes, and I've done it for the past 15 years in London for brands as diverse as British Airways, Mercedes-Benz, Microsoft, Sony and many many more.

Of course, I'd never doubt your own career as that would be rude.

brandsurgeon's picture
brandsurgeon
Activity Score 693

Y'konw waht, prluple somin,cpoy raelly isn't egnlsih. The best salesmen aren't english professors. We are supposed to critique concepts/ideas - language comes second.

BrandSurgeon

Most times, worst enemies used to be best friends...

ellehcimeo's picture
ellehcimeo
Activity Score 3516

ohhh, or 4 periods .... to indicate etcetera.

Minimum's picture
Minimum
Activity Score 1490

Maybe @%$!&#$! for whenever something bad is said, or ^^ when there's a pun, or :) when they are happy

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
Activity Score 3516

you are on one crazy ride Minimum! i'm taggin' along!

Minimum's picture
Minimum
Activity Score 1490

better fasten those seatbelts then

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Eugens's picture
Eugens
Activity Score 2624

gorgeous. notice there's no logo, just the product.

Dick Huges's picture
Dick Huges
Activity Score 937

So boring that now instead of sheeps I will count this layout jumping a fence so I can sleep faster.

hang-the-dj's picture
hang-the-dj
Activity Score 1262

That's sheep (singular) please Dick, you know how some people can get about their nouns...

purplesimon's picture
purplesimon
Activity Score 473

Yeah! :-)

seventysixer76's picture
seventysixer76
Activity Score 105

This is weak.

Naddeo's picture
Naddeo
Activity Score 71

Very nice work from the art director.
Old Idea

nuclearshower's picture
nuclearshower
Activity Score 233

Beautiful work

Javi Ending's picture
Javi Ending
Activity Score 130

I don't think it's good for the copywriter to have his name featured here.

ankitadv's picture
ankitadv
Activity Score 818

awesome ad

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