Big Ideas from a Small World

Great Copy – Great Insight

Posted in Change Something by Ryan Thomas on March 8, 2009

Sometimes I feel that really great copy is sometimes over looked in many agencies today. There is something truly magical about a great line mixed with a great insight – they tend to stay with you.

Try this on for size:

Disposable. Just another word for garbage

Feels right don’t it? So right I almost wish it was more prominent in these ads from Brunner for Zippo brand lighters.

Great line - lost in a big visual.

Great line - lost in a big visual.

Adfreak makes mention of this visual by saying:

The overall effect calls to mind (and nostril) the noxious stench of smoldering trash at the city dump. Ignited by Zippos, perhaps? No matter how you spin it, that stinks.

In reality, the line is brilliant it’s the visual that is creating this effect.

If this ad simply had been a product shot, on a clean black background, I highly doubt the criticism would have been the same.

When the idea can be written that cleanly, let the words carry the work.


Ok I'm not putting Zippo's new ads in the same catagory as this, but I think it illustrates the point nicely.

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3 Responses

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  1. Anthony Kalamut said, on March 8, 2009 at 2:48 pm

    Hmmmm… true amen on simple is better… fun insight. But…

    Burning fossil fuel vs landfill? Not sure.

    Seemed like a great idea at the time.

    I still love great creative… and this is great creative.

    • Ryan Thomas said, on March 8, 2009 at 5:51 pm

      At the end of the day here I think we are talking about smoking. Which is not the most green of activities. The line in my mind speaks more to quality and longevity then to any kind of green issue.

      Think less about “waste” and more about say how Ferrari’s tend to be maintained and kept for a long period of time vs. your standard automobile.

      That’s my take anyhow.

  2. Anthony Kalamut said, on March 8, 2009 at 11:18 pm

    I beg to differ… see this banner ad too (… this all about green I believe.

    The says… “Disposable… garbage…” and with landfill images? Hmmmmmm….

    I can agree the message isn’t saying we are “green, green”… but I am missing connection to “long term” … “best choice” connection.

    At the end of the day… (where in g-ds green earth did you ever hear that line) like most ads it’s all about “subjectivity”.

    Class poll tomorrow.

    Q: See Ad. What does it speak to?

    Promise I will not lead on or push…just ask and get back to you.

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