Secret Formulas of the Wizard of Ads by Roy H. Williams

Author:Roy H. Williams [Williams, Roy H.]
Language: eng
Format: epub
Tags: Business & Economics, Advertising & Promotion, Business Communication, General
ISBN: 9781885167392
Google: 8vwDrDAhv-EC
Publisher: Bard Press
Published: 1999-06-14T23:00:00+00:00

Woody: How long will you keep it waiting?

This ad was written as the sequel to the "Mount Everest" ad featured in chapter 9 of The Wizard of Ads. Masculine heroism, such as climbing Everest, is easily defined. But how do women define the heroic female? The answer, in a word, is "versatility." Today's heroic female is the one who can "do it all" and still be a woman. Today's heroic female can be as tough or as soft as the situation demands. She can be a gardener, a golfer, a businesswoman, a mom. The genius of this ad (written by my associate, Trace Shelton) is in its sequencing of mental images and in its ongoing references to time. Long before you know it's an ad for a watch, you hear "6:45," "7:00," "8:15," "10:30" as the ad copy outlines the busy day of our heroic woman. The ad then focuses on her birdie putt with a precise reference, "3:46:17," which refers to not only the number of minutes past the hour but the number of seconds as well. These references help create a deeper awareness of the importance of time in today's world.

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