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34 comments

RM's picture
RM
419 pencils

Really nice work and nice copy, I really appreciate the time this took to word. Don't you just love handwritten things!

I hope it wins an award

Kamikaze's picture
Kamikaze
716 pencils

This is good stuff...

- The trick to forgetting the big picture is to look at everything close-up.

drunk dave's picture
drunk dave
1066 pencils

9 out of 10 creatives won't read this advert. RM, did you really read this? Honestly? Beautiful art direction/writing, but so what.

LeeHarvey's picture
LeeHarvey
3045 pencils

Have another drink Dave! It's not what they say that's important, it's the way that they say it. Just look at the completely handwritten page, a beauty! Nice work, mooi gemaak!

RM's picture
RM
419 pencils

Hey Dave, yeah I read it but only just! was kind of screwing my eyes over! What I meant is that I appreciate the time it took to actually hand write. Yes the idea is the beauty of it and I do like the line. But as for the actual copy - I do realise it's just news print!

peace.

Michael Wolmans's picture
Michael Wolmans
94 pencils

Drunk Dave, you seem angry and strange. I think you very bad at comments and useless in helping

drunk dave's picture
drunk dave
1066 pencils

Not here to help Brussel boy. 5 boring articles to read, and everyone is praising long copy - this is not a long copy advert. Long copy has to be interesting to read; to engage. This is not the case here. It's an art direction advert, and not an amazing one at that. But thanks for the compliment. I appreciate being strange.

Wordnerd's picture
Wordnerd
6662 pencils

please... one last time: this is NO LONG COPY AD. it is a regular newspaper page written by hand. if you read it or not is completely irrelevant for the idea.

LeeHarvey's picture
LeeHarvey
3045 pencils

Don't bother telling a DRUNK man..... What ya think of the ad, wordnerd?

Wordnerd's picture
Wordnerd
6662 pencils

like it a lot :) (see below ;)

LeeHarvey's picture
LeeHarvey
3045 pencils

Right! I wasn't paying attention... <:(

Michael Wolmans's picture
Michael Wolmans
94 pencils

I think it won a Canne Gold last year. What did you win Dave?

drunk dave's picture
drunk dave
1066 pencils

Three London - two print, one TV. One Show in book. And every year they award a long body copy advert every year because they feel the art of writing needs to be rewarded. A conversation I had with Graeme Warsop in Cannes wherre he probably would have taken your side too. I stand by the fact that's it's a dull advert that isn't worth reading... much better hand written ads have been done before.

Michael Wolmans's picture
Michael Wolmans
94 pencils

Well done. I heard those London Awards are a lot tougher than Cannes.

Michael Wolmans's picture
Michael Wolmans
94 pencils

I was being sarcastic

iT-iS-i's picture
iT-iS-i
1721 pencils

Oh! The return of long copy, quite a bore to read I'd say, but nice piece over all.

Who turned the world upside down?

:: Put your ears against the ground so i can walk over what you heard::

Totto's picture
Totto
685 pencils

why u blasphemer..!
You detest long copy?? Copy was and is the axis of advertising.Advertising that was incepted from the fathers of the business.Of Ogilvy and Bernach.And all these revelutionary admen were writers before they became ad-giants. And this is and exceptional masterpiece.Yes long copy.For the love of writing.

Intelligent ads are the need of the hour.

iT-iS-i's picture
iT-iS-i
1721 pencils

Ah, get off your high horse and bury your head in the sand bird brain... Your comment neither gives nor takes away in this instance, so shut it mate... It's a free universe out here my brother, respect others' opinions...

Who turned the world upside down?

:: Put your ears against the ground so i can walk over what you heard::

cush's picture
cush
30 pencils

Love it too. I hope this is not an ad per se, but real news that's handwritten. The idea's not in what's being written, but how it's executed, so it doesn't matter if anyone reads it at all.

capywriter's picture
capywriter
5511 pencils

It's not a long copy ad at all. What's written is not important, it's all about the way it's written. Nice!

Wordnerd's picture
Wordnerd
6662 pencils

thanks you said it! those are supposed to be normal newspaper articles.

btw: the content must be a faked, right? i mean, otherwise this can't be realised. or is that possible?

anyway, really nice ad

juliangray's picture
juliangray
987 pencils

Actually its possible (meaning $$$$$) but depends on the arrangement ($$$$$) that you have with the newspaper.

Other way to do it is to place real news/articles that go with the spirit of the brand, and update the ad weekly/daily.

Its a good work.

sold's picture
sold
3219 pencils

is mont blanc maded to long writing?
is not more appropriate to sign big contracts or to write small and STRONG lines for short cards?
i mean, if you write just 'i love you' with a mont blanc this say more about you than 5 pages with a bic, or not?

well, the work is good, yes, but i have doubt about the aproach/sells proposition...

anyway, i dont need to read it all to realise this job is really interesting and good.
congrats.

LeeHarvey's picture
LeeHarvey
3045 pencils

Holy crap I've never seen such a vague comment. What's your point, sold? First you don't like it and then you say 'congrats'....

sold's picture
sold
3219 pencils

hehehehehehe.
i am not against long copy, actually i like it, i just think: if you will do a long copy (any kind of) you will really choose a mont blanc to do it? better: you will write or type the copy?

so, the copywriter here, made this long copy with a mont blanc or typing on a computer?

once again: i'm not against long copy!! but in the XXI century we TYPE long copy.
you know any writer making a novel with a pencil? or a journalist writing a report with a mont blanc?

supersupergirl's picture
supersupergirl
294 pencils

this is great work. keep writing.

capywriter's picture
capywriter
5511 pencils

again... IT'S NOT A LONG COPY AD !!! And actually, ok, it cost's more, but not that much I guess... the AD does the work of the newspaper's editor ;) For real, not extremely expensive...

andre haram's picture
andre haram
27 pencils

lovely.

but_why's picture
but_why
280 pencils

All good

aSma's picture
aSma
91 pencils

nice

capton john's picture
capton john
640 pencils

very brilliant idea! The concept & execution is excellent, keep it up dear!

Think, Act, Invent.
http://captonjohn.deviantart.com

Think, Act, Invent.
www.narendrakeshkar.com

pais's picture
pais
49 pencils

Nice

baz's picture
baz
67 pencils

About time an ad selling a pen was actually hand written, something I always thought was bloody obvious really.

gun478's picture
gun478
6 pencils

Well, i'm guessing most of the people that see this ad does not know that it was an actual editorial that was hand written. So it's not really a long copy ad. It is one section of the newspaper that was totally hand written...if that makes anything clearer...

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