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When is it appropriate to bring pickles instead of wine?

Agency Network: 
Published/Aired: 
September 2010
McClure's Pickles Print Ad -  When is it appropriate to bring pickles instead of wine?

Description

Print advertisement created by Team Detroit, United States for McClure's Pickles, within the category: Food.

Advertising Agency: Team Detroit, Dearborn, Mi, USA
Creative Director: Toby Barlow
Art Director: Jeff Wolfe
Copywriter: Toby Barlow
Photographer: Jeff Wolfe
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Billoughsby's picture

The ghost of Gossage. Kinda cute.

Billoughsby
Activity Score 5150
Art Director |

That's it.

Guest's picture

old school. i like

Guest
Cheerriiee's picture

i dont.

Cheerriiee
Activity Score 952
Graphic Designer
Anonymous Author's picture

Good headline.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

atb2005's picture

Headline is good indeed, layout is good, and maybe the copy is good too.. I shall waste no time, however, reading it.. Seriously, a copy that's a page long? No, thanks.

atb2005
Activity Score 13557
Guest's picture

Dude, your comments always grate.

This is brilliant copy and well worth a read. Although, you might not be the target audience, which would be ‘intelligent people with a sense of humor’.

Guest
atb2005's picture

Dude,

Do me a favor and learn to read carefully what other people say. My comments are objective. Sorry you find them grating. Go read something else.

I never said the copy was not brilliant as I did not read it and will not (like MOST people, trust me) The copy is way too long for 2010. Also, someone below said it was even "labored". I take it you are intelligent with a sense of humor. Good for you.

update: I read the copy. Verdict: totally labored and forced. So according to this "brilliant" copy, if one's hosts "need" wine, they most likely are in need of "medical and psychiatric attention". Psychiatrists are medical people, so there's no need to use both words in the same sentence. The very first sentence "puzzled immigrants unfamiliar with the nuances of our culture" is totally patronizing. Initially I thought the headline was good. Now, I do not. I think it's never appropriate to arrive at, say, dinner party with... pickles. It's far more likely that you will be recognized as an "oddball" than a "bright helpful soul". Finally, Chardonnay has an "embarrassing" variety of flavors?? Buttery?? Seriously? And "any fool could have brought us booze". So now with that sentence alone you've already insulted the vast majority of your "intelligent" target audience because it's well known that intelligent people like to drink wine with "embarrassing" flavors.

atb2005
Activity Score 13557
Billoughsby's picture

Sometimes, it takes a lot of copy to make your point. ;-)

Billoughsby
Activity Score 5150
Art Director |

That's it.

Guest's picture

"People will read what interests them. Sometimes it's an ad." Howard Gossage.

Guest
Guest's picture

I agree with guest.

Guest
Guest's picture

Let me guess. Huge agency doing pro bono work for some little local client. Hey, huge agency doing free work for local clients, try going outside the box and not do a print ad that looks like was done in 2001.

Guest
Guest's picture

Huge agency doing pro bono work for a really good pickle!

And, yes, I agree the print ad looks like it was done in 2001, before the digital "revolution" made print budgets vanish and people stopped caring about crafting decent work.

Guest
Chris's picture

I notice the splatter graphic in the corners is an i-stock blood splatter image, with the color taken out.

Chris
Activity Score 1935
Art Director
Phil Lestino's picture

I must be a "puzzled immigrant unfamiliar with the nuances of 'our' culture", because I think the copy is unfortunately laboured. It's trying to be clever and interesting but it sadly fails.

Phil Lestino
Activity Score 1684
Guest's picture

I didn't want to say anything, but you must be.

Guest
Guest's picture

I hate pickles, but I love the ad.

Guest
Guest's picture

Maybe the target audience would be ‘intelligent people with a sense of humor and a lot of free time to waste reading ads’.

Guest
Guest's picture

Respect the craft.

Guest
Guest's picture

Who here loves copywriting?

I do.

Fantastic.

Guest
lilajane's picture

I love that copy is sparking such a dialogue. That alone, IMO, makes this piece of a success. Even if the serial wine-bringer is taken aback by the angle, it's likely he or she will be a) remember McClures and b) consider trying them to see what the hype is about.

lilajane
Activity Score 31
Creative Director at Lately it seems like the Twilight Zone.
Guest's picture

Love it. -Dana

Guest
silvi's picture

Toby Barlow: congrats.

silvi
Activity Score 4172
Copywriter
brookjohnston's picture

I love this piece. Sure, few may take the time to read it all, but it's still brilliantly written.

And in regard to some previous comments: I have a lingering suspicion that they're not completely serious about the dinner party thing ;)

brookjohnston
Activity Score 296
St. Lawrence College
Roger Keynes's picture

Nice to see a long copy ad that 'zags' for a change.
There are many of us who enjoy a long copy ad.
And a lot of them would be the epicureans in this market.
Food is a classic catgeory where 'stories' create the edge.
Interesting that our critic up there doesn't realise that yes,
Chardonnays can be 'buttery'.

But hey... don't let that bother you atb2005.
You stick with pretty pictures.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

You are a SENIOR creative writer? And you take no issue with, say, the use of medical and psychiatric at the same time? Or with the suggestion that people in need of "psychiatric help" sing off key?? I've heard that such people shout, but I've never heard that they also tend to sing (off key). No offense, but I don't know how you became a senior writer. I sometimes love "long" copy. For instance, I love the "long copy" ads of Dagens Industri. Aside from being verbose, this particular copy is - and this is the bigger issue - tediously labored and unfunny. Two short paragraphs would have sufficed. There's a reason the VW Lemon ad is considered "iconic". But hey, next time you are invited to some party, by all means bring some pickles. I'll stick to wine (and pretty pictures).

atb2005
Activity Score 13557
Guest's picture

Man, you really need to lighten up and get a life. People here are baiting you and you fall for it every time.

Don’t you have any work to do? Or do you solve all your briefs instantly?

Wait…do you actually have a job as a creative? Or a job at all?

Guest
Roger Keynes's picture

Would you be happier if we replaced any 'offending' story telling with fox heads, coffee beans and sales graphs for you? Besides, it looks like your AotW 'CV' (and cheers for glancing at mine!) could use some fleshing out.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

Ok.

atb2005
Activity Score 13557
Guest's picture

Am a copywriter and seriously feel its a forced copy. Long copy's are good, but this one not no one I mean NO ONE ever carries a pickle to a party. give me one person who actually gifts pickle

Guest
shahidali's picture

couldn't finish reading the copy. but i tried. honnestlly...

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

Like Shahidali, I tried to read the copy too. I stopped halfway through. I too am a copywriter and those who find this brilliant know nothing about good copywriting. To me, it read like a pompous college essay (you know how sometimes students, especially first year students, try to impress their professors). Sorry, for me this didn't work.

Guest
Dzsoi's picture

Atb2005 has cut the copy into pieces... and he was right. This is a bad copy. Having a long copy is not necessary wrong, just get the right man to do the job.
PS: Pickles to a party could be a working, light-hearted concept... but then the whole copy should be funny as fcking hell.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

brilliantly written!

Guest
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