33 comments

Billoughsby's picture
Billoughsby
5091 pencils

The ghost of Gossage. Kinda cute.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

old school. i like

Cheerriiee's picture
Cheerriiee
952 pencils

i dont.

Anonymous Author's picture
Anonymous Author
1541 pencils

Good headline.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

atb2005's picture
atb2005
13567 pencils

Headline is good indeed, layout is good, and maybe the copy is good too.. I shall waste no time, however, reading it.. Seriously, a copy that's a page long? No, thanks.

Guest's picture
Guest

Dude, your comments always grate.

This is brilliant copy and well worth a read. Although, you might not be the target audience, which would be ‘intelligent people with a sense of humor’.

atb2005's picture
atb2005
13567 pencils

Dude,

Do me a favor and learn to read carefully what other people say. My comments are objective. Sorry you find them grating. Go read something else.

I never said the copy was not brilliant as I did not read it and will not (like MOST people, trust me) The copy is way too long for 2010. Also, someone below said it was even "labored". I take it you are intelligent with a sense of humor. Good for you.

update: I read the copy. Verdict: totally labored and forced. So according to this "brilliant" copy, if one's hosts "need" wine, they most likely are in need of "medical and psychiatric attention". Psychiatrists are medical people, so there's no need to use both words in the same sentence. The very first sentence "puzzled immigrants unfamiliar with the nuances of our culture" is totally patronizing. Initially I thought the headline was good. Now, I do not. I think it's never appropriate to arrive at, say, dinner party with... pickles. It's far more likely that you will be recognized as an "oddball" than a "bright helpful soul". Finally, Chardonnay has an "embarrassing" variety of flavors?? Buttery?? Seriously? And "any fool could have brought us booze". So now with that sentence alone you've already insulted the vast majority of your "intelligent" target audience because it's well known that intelligent people like to drink wine with "embarrassing" flavors.

Billoughsby's picture
Billoughsby
5091 pencils

Sometimes, it takes a lot of copy to make your point. ;-)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

"People will read what interests them. Sometimes it's an ad." Howard Gossage.

Guest's picture
Guest

I agree with guest.

Guest's picture
Guest

Let me guess. Huge agency doing pro bono work for some little local client. Hey, huge agency doing free work for local clients, try going outside the box and not do a print ad that looks like was done in 2001.

Guest's picture
Guest

Huge agency doing pro bono work for a really good pickle!

And, yes, I agree the print ad looks like it was done in 2001, before the digital "revolution" made print budgets vanish and people stopped caring about crafting decent work.

Chris's picture
Chris
1987 pencils

I notice the splatter graphic in the corners is an i-stock blood splatter image, with the color taken out.

Phil Lestino's picture
Phil Lestino
1680 pencils

I must be a "puzzled immigrant unfamiliar with the nuances of 'our' culture", because I think the copy is unfortunately laboured. It's trying to be clever and interesting but it sadly fails.

Guest's picture
Guest

I didn't want to say anything, but you must be.

Guest's picture
Guest

I hate pickles, but I love the ad.

Guest's picture
Guest

Maybe the target audience would be ‘intelligent people with a sense of humor and a lot of free time to waste reading ads’.

Guest's picture
Guest

Respect the craft.

Guest's picture
Guest

Who here loves copywriting?

I do.

Fantastic.

chovaleoni's picture
chovaleoni
31 pencils

I love that copy is sparking such a dialogue. That alone, IMO, makes this piece of a success. Even if the serial wine-bringer is taken aback by the angle, it's likely he or she will be a) remember McClures and b) consider trying them to see what the hype is about.

Guest's picture
Guest

Love it. -Dana

silvi's picture
silvi
4172 pencils

Toby Barlow: congrats.

brookjohnston's picture
brookjohnston
296 pencils

I love this piece. Sure, few may take the time to read it all, but it's still brilliantly written.

And in regard to some previous comments: I have a lingering suspicion that they're not completely serious about the dinner party thing ;)

Roger Keynes's picture
Roger Keynes
5498 pencils

Nice to see a long copy ad that 'zags' for a change.
There are many of us who enjoy a long copy ad.
And a lot of them would be the epicureans in this market.
Food is a classic catgeory where 'stories' create the edge.
Interesting that our critic up there doesn't realise that yes,
Chardonnays can be 'buttery'.

But hey... don't let that bother you atb2005.
You stick with pretty pictures.

The Jobless Writer
Will Think for Salary

atb2005's picture
atb2005
13567 pencils

You are a SENIOR creative writer? And you take no issue with, say, the use of medical and psychiatric at the same time? Or with the suggestion that people in need of "psychiatric help" sing off key?? I've heard that such people shout, but I've never heard that they also tend to sing (off key). No offense, but I don't know how you became a senior writer. I sometimes love "long" copy. For instance, I love the "long copy" ads of Dagens Industri. Aside from being verbose, this particular copy is - and this is the bigger issue - tediously labored and unfunny. Two short paragraphs would have sufficed. There's a reason the VW Lemon ad is considered "iconic". But hey, next time you are invited to some party, by all means bring some pickles. I'll stick to wine (and pretty pictures).

Guest's picture
Guest

Man, you really need to lighten up and get a life. People here are baiting you and you fall for it every time.

Don’t you have any work to do? Or do you solve all your briefs instantly?

Wait…do you actually have a job as a creative? Or a job at all?

Roger Keynes's picture
Roger Keynes
5498 pencils

Would you be happier if we replaced any 'offending' story telling with fox heads, coffee beans and sales graphs for you? Besides, it looks like your AotW 'CV' (and cheers for glancing at mine!) could use some fleshing out.

The Jobless Writer
Will Think for Salary

atb2005's picture
atb2005
13567 pencils

Ok.

Guest's picture
Guest

Am a copywriter and seriously feel its a forced copy. Long copy's are good, but this one not no one I mean NO ONE ever carries a pickle to a party. give me one person who actually gifts pickle

shahidali's picture
shahidali
4069 pencils

couldn't finish reading the copy. but i tried. honnestlly...

shahid

Guest's picture
Guest

Like Shahidali, I tried to read the copy too. I stopped halfway through. I too am a copywriter and those who find this brilliant know nothing about good copywriting. To me, it read like a pompous college essay (you know how sometimes students, especially first year students, try to impress their professors). Sorry, for me this didn't work.

Dzsoi's picture
Dzsoi
6386 pencils

Atb2005 has cut the copy into pieces... and he was right. This is a bad copy. Having a long copy is not necessary wrong, just get the right man to do the job.
PS: Pickles to a party could be a working, light-hearted concept... but then the whole copy should be funny as fcking hell.

Guest's picture
Guest

brilliantly written!

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