Fidgeting before an optional lecture began, I was unaware I was about to see one of my favourite pieces of copywriting.
8 years later and I am still in love. From the simple art direction to the relatable human truth echoing a observational comedian, this ad does the trick. It probably didn't win any awards (based on how hard it was to rediscover it) and I wonder how many watches it could claim to have sold. However, it has what can be described as an IdeaVirus.
IdeaVirus - a term marketing guru Seth Godin came up with in his book 'Unleashing the IdeaVirus'. You can find a digital version here if you don't fancy opening your pockets. It even comes with highlighted areas for the skim reader. Here is a brief exert. "We live in a world where consumers actively resist marketing. So it’s imperative to stop marketing at people. The idea is to create an environment where consumers will market to each other."
I talked about this ad. I brought it up with friends. I bring it up still when someone says that their week is going slowly. Good work does that. From a designer's perspective it makes you jealous you didn't do it. And from a consumer's it makes them remember it and pass it on.
It inspired me. To be fair, I was an advertising student so maybe this one man survey is a little bias but it still keeps me interested in the power of copywriting today. Here is a link to an excellent collection of 100 copy based adverts. May it inspire you to do more than mediocre for your business.