Comments on: For want of a word https://www.procopywriters.co.uk/2015/06/for-want-of-a-word/ Join the UK’s largest membership organisation for commercial writers Tue, 16 Jun 2015 19:04:15 +0000 hourly 1 https://wordpress.org/?v=6.4.3 By: Katlyn https://www.procopywriters.co.uk/2015/06/for-want-of-a-word/#comment-16510 Tue, 16 Jun 2015 19:04:15 +0000 http://procopywriters.wpengine.com/?p=4849#comment-16510 “Strikes me that a beautifully shot patio with the necessary plastic chair and bucket with puddles of water drying up, together with a suitably string-pulling line (back to you, Tom!) would be far more poignant than what has been achieved” You mean this one?>> http://www.mndassociation.org/wp-content/uploads/2015/05/MND_Chair_A4.pdf

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By: Larner https://www.procopywriters.co.uk/2015/06/for-want-of-a-word/#comment-15072 Thu, 04 Jun 2015 08:52:08 +0000 http://procopywriters.wpengine.com/?p=4849#comment-15072 I posted a ‘rootless’ jpeg on LinkedIn, not because I was one of zillions of outraged Internetters, but because, from a copy point of view, I was flabbergasted; astounded that this was ever signed-off; amazed that, as you say, Tom, the mechanic doesn’t work or the loop hasn’t been closed. And, as I’m LinkedIn with lots of creative people and marketers, I was interested in their opinion. Fair to say, not one person has come up with a viable rationale for this ad.

However, when you look at other ads in the campaign, they work better (not great, but better) and aren’t half as confrontational as the now more famous example with Michael. I’ve also seen a post on Marketing written by the client, and I’m still not convinced in the ‘aiming for poignancy’ angle. I’m afraid there is no poignancy in the perception of threat or karma, even. Yes, I get the ‘last chance to recall the ice bucket phenomenon’, but IBC was such a big deal, the campaign could have been executed a whole lot better and I think the ad just showing the garden chair and the bucket gets there from a visual point of view. Strikes me that a beautifully shot patio with the necessary plastic chair and bucket with puddles of water drying up, together with a suitably string-pulling line (back to you, Tom!) would be far more poignant than what has been achieved.

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