WIX Filters: Guardian

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.

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

26 comments

purplesimon's picture
purplesimon
475 pencils

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
475 pencils

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.

Ivan Raszl, admin of AotW

purplesimon's picture
purplesimon
475 pencils

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.

Toro's picture
Toro
1007 pencils

So what happened to the third person?

You're a copywriter, right?

purplesimon's picture
purplesimon
475 pencils

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.

Toro's picture
Toro
1007 pencils

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
475 pencils

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
604 pencils

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
475 pencils

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.

Toro's picture
Toro
1007 pencils

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

purplesimon's picture
purplesimon
475 pencils

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
693 pencils

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
3522 pencils

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

Minimum's picture
Minimum
1496 pencils

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
3522 pencils

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

Minimum's picture
Minimum
1496 pencils

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
2630 pencils

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

Dick Huges's picture
Dick Huges
939 pencils

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
1262 pencils

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

purplesimon's picture
purplesimon
475 pencils

Yeah! :-)

seventysixer76's picture
seventysixer76
105 pencils

This is weak.

Naddeo's picture
Naddeo
71 pencils

Very nice work from the art director.
Old Idea

nuclearshower's picture
nuclearshower
233 pencils

Beautiful work

Javi Ending's picture
Javi Ending
130 pencils

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

ankitadv's picture
ankitadv
826 pencils

awesome ad

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