Over the years I’ve written about the power of long copy.
And John Dodds has continually reminded me that no one reads it.
As I’ve said countless times in response, it’s not about the length of the copy, but whether it is interesting to the reader. Sadly – with so many ads these days fixated on saying what they want the reader to be interested in rather than what is actually interesting to them – it means Mr Dodds argument stands.
Anyway, the reason for this is that I recently saw an old ad for Porsche that I kind-of loved.
Would it work today?
Well it certainly would be different from the cold, clinical and contrived ads they currently put out. Or should I say the cold, clinical and contrived ads ALL the luxury car brands put out.
But I’m not sure if saying you can drive your own German Police Car is something that the average middle-aged, bald, fat man would be inspired by. Especially at the price a 911 is these days. But hey, when the alternative is this Police Car in Balmain, Sydney, Australia … the Porsche looks like Heidi Klum in a room full of red-headed stepchildren.