The Musings Of An Opinionated Sod [Help Me Grow!]

I Miss Medium-Long Copy …
June 21, 2017, 6:15 am
Filed under: Comment

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.


26 Comments so far
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Your post is longer than a long copy ad. If no one reads long copy, guess what people don’t do with long copy blog posts.

Comment by DH

im good with long copy , its planner short copy i cant fucking stand.

Comment by andy@cynic

You know planners who produce short copy?

Comment by John

A planners short copy is a none-planners Encyclopedia Britannica.

Comment by Rob

at least youre fucking self aware campbell.

Comment by andy@cynic

And the ad wouldn’t work because people prefer the cars the bad guys drive these days not the cops.

Comment by DH

you mean bad guys in movies. most of the fuckers drive oldsmobiles or 1974 ford cortinas. if they cant even steal a decent car theyre fucked as career crims.

Comment by andy@cynic

Have you been watching re-runs of The Bill again?

Comment by Rob

Thought the Germans were all about precision. They can’t even spell police properly.

Comment by Billy Whizz


Comment by DH

ftw? twat.

Comment by andy@cynic

A post based on sound thinking. I really have little choice but to endorse it.

And for what it’s worth, I think that ad might have a chnace because a) it’s not that long and b) it has a decent headline which so much long copy doesn’t.

Comment by John

who the fuck are you?

Comment by andy@cynic

Would I be right in assuming that your next post will be your insights on what the average middle-aged, bald, fat man would be inspired by?

Comment by John

seems its an audi.

Comment by andy@cynic

That’s FTW.

Comment by DH

You know why I really like long copy ads? Not because I’m old. Not because I like reading lots and lots of stuff. But because in the main, they had to have a real idea in them to work which is far more preferable to the meaningless ‘3 word shouting sentences’ we seem to endlessly churn out today.

Comment by Rob

i hate it when you say something i have to fucking agree with. thank fuck its so fucking rare that i can relax knowing youll be spouting shit soon enough.

Comment by andy@cynic

He’ll write something about queen tomorrow.

Comment by DH

I hadn’t thought about long copy that way, but you are so right Robert.

Comment by George

Trouble is they usually don’t have a real idea and that’s why ….

Comment by John

“Nobody reads advertising. People read what interests them, and sometimes it’s an ad.” -Howard Luck Gossage

Comment by

Thanx Rob, totally agree. Lasersword-like copy percision has faded over the last years. But planners failed more and more to ramp up as well…
Both argue: timing sucks. How can we get back on track?

Comment by Markus

I’d star with trying to stop agencies making money on process rather than focusing on the quality of the work.

Easier said than done, but when you’ve sold creativity down the river, it’s not that surprising.

Comment by Rob

I am 31 and something like this would probably be their best chance at making me read anything about Porsche. That, and my father watching the 24 Hours of Le Mans all excited.

I like how it’s designed and there’s something about it that says “we actually have a story this time”. Which is never the case with the “luxury car in the middle of fancy scenario” version.

Comment by Ste

You get laid why I really like long written matter ads? I am 31 and something like this would probably be their best fortune at making me understand anything about Porsche.

Comment by aristobulonietoalcaraz

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