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RM's picture

Really nice work and nice copy, I really appreciate the time this took to word. Don't you just love handwritten things!

I hope it wins an award

RM
Activity Score 419
Copywriter
Kamikaze's picture

This is good stuff...

Kamikaze
Activity Score 716
Copywriter |

- The trick to forgetting the big picture is to look at everything close-up.

drunk dave's picture

9 out of 10 creatives won't read this advert. RM, did you really read this? Honestly? Beautiful art direction/writing, but so what.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
LeeHarvey's picture

Have another drink Dave! It's not what they say that's important, it's the way that they say it. Just look at the completely handwritten page, a beauty! Nice work, mooi gemaak!

LeeHarvey
Activity Score 3043
Creative Director
RM's picture

Hey Dave, yeah I read it but only just! was kind of screwing my eyes over! What I meant is that I appreciate the time it took to actually hand write. Yes the idea is the beauty of it and I do like the line. But as for the actual copy - I do realise it's just news print!

peace.

RM
Activity Score 419
Copywriter
Michael Wolmans's picture

Drunk Dave, you seem angry and strange. I think you very bad at comments and useless in helping

Michael Wolmans
Activity Score 94
Copywriter
drunk dave's picture

Not here to help Brussel boy. 5 boring articles to read, and everyone is praising long copy - this is not a long copy advert. Long copy has to be interesting to read; to engage. This is not the case here. It's an art direction advert, and not an amazing one at that. But thanks for the compliment. I appreciate being strange.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Wordnerd's picture

please... one last time: this is NO LONG COPY AD. it is a regular newspaper page written by hand. if you read it or not is completely irrelevant for the idea.

Wordnerd
Activity Score 6690
Copywriter
LeeHarvey's picture

Don't bother telling a DRUNK man..... What ya think of the ad, wordnerd?

LeeHarvey
Activity Score 3043
Creative Director
Wordnerd's picture

like it a lot :) (see below ;)

Wordnerd
Activity Score 6690
Copywriter
LeeHarvey's picture

Right! I wasn't paying attention... <:(

LeeHarvey
Activity Score 3043
Creative Director
Michael Wolmans's picture

I think it won a Canne Gold last year. What did you win Dave?

Michael Wolmans
Activity Score 94
Copywriter
drunk dave's picture

Three London - two print, one TV. One Show in book. And every year they award a long body copy advert every year because they feel the art of writing needs to be rewarded. A conversation I had with Graeme Warsop in Cannes wherre he probably would have taken your side too. I stand by the fact that's it's a dull advert that isn't worth reading... much better hand written ads have been done before.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Michael Wolmans's picture

Well done. I heard those London Awards are a lot tougher than Cannes.

Michael Wolmans
Activity Score 94
Copywriter
Michael Wolmans's picture

I was being sarcastic

Michael Wolmans
Activity Score 94
Copywriter
iT-iS-i's picture

Oh! The return of long copy, quite a bore to read I'd say, but nice piece over all.

Who turned the world upside down?

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

Totto's picture

why u blasphemer..!
You detest long copy?? Copy was and is the axis of advertising.Advertising that was incepted from the fathers of the business.Of Ogilvy and Bernach.And all these revelutionary admen were writers before they became ad-giants. And this is and exceptional masterpiece.Yes long copy.For the love of writing.

Totto
Activity Score 685
Copywriter |

Intelligent ads are the need of the hour.

iT-iS-i's picture

Ah, get off your high horse and bury your head in the sand bird brain... Your comment neither gives nor takes away in this instance, so shut it mate... It's a free universe out here my brother, respect others' opinions...

Who turned the world upside down?

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

cush's picture

Love it too. I hope this is not an ad per se, but real news that's handwritten. The idea's not in what's being written, but how it's executed, so it doesn't matter if anyone reads it at all.

cush
Activity Score 30
capywriter's picture

It's not a long copy ad at all. What's written is not important, it's all about the way it's written. Nice!

capywriter
Activity Score 5513
Copywriter at Freelance
Wordnerd's picture

thanks you said it! those are supposed to be normal newspaper articles.

btw: the content must be a faked, right? i mean, otherwise this can't be realised. or is that possible?

anyway, really nice ad

Wordnerd
Activity Score 6690
Copywriter
juliangray's picture

Actually its possible (meaning $$$$$) but depends on the arrangement ($$$$$) that you have with the newspaper.

Other way to do it is to place real news/articles that go with the spirit of the brand, and update the ad weekly/daily.

Its a good work.

juliangray
Activity Score 987
Art Director
sold's picture

is mont blanc maded to long writing?
is not more appropriate to sign big contracts or to write small and STRONG lines for short cards?
i mean, if you write just 'i love you' with a mont blanc this say more about you than 5 pages with a bic, or not?

well, the work is good, yes, but i have doubt about the aproach/sells proposition...

anyway, i dont need to read it all to realise this job is really interesting and good.
congrats.

sold
Activity Score 3379
Copywriter
LeeHarvey's picture

Holy crap I've never seen such a vague comment. What's your point, sold? First you don't like it and then you say 'congrats'....

LeeHarvey
Activity Score 3043
Creative Director
sold's picture

hehehehehehe.
i am not against long copy, actually i like it, i just think: if you will do a long copy (any kind of) you will really choose a mont blanc to do it? better: you will write or type the copy?

so, the copywriter here, made this long copy with a mont blanc or typing on a computer?

once again: i'm not against long copy!! but in the XXI century we TYPE long copy.
you know any writer making a novel with a pencil? or a journalist writing a report with a mont blanc?

sold
Activity Score 3379
Copywriter
supersupergirl's picture

this is great work. keep writing.

supersupergirl
Activity Score 294
Copywriter at JWT
capywriter's picture

again... IT'S NOT A LONG COPY AD !!! And actually, ok, it cost's more, but not that much I guess... the AD does the work of the newspaper's editor ;) For real, not extremely expensive...

capywriter
Activity Score 5513
Copywriter at Freelance
andre haram's picture

lovely.

andre haram
Activity Score 27
Copywriter
but_why's picture

All good

but_why
Activity Score 280
Watford
aSma's picture

nice

aSma
Activity Score 91
Other
capton john's picture

very brilliant idea! The concept & execution is excellent, keep it up dear!

Think, Act, Invent.
http://captonjohn.deviantart.com

capton john
Activity Score 640
Indore |

Think, Act, Invent.
www.narendrakeshkar.com

pais's picture

Nice

pais
Activity Score 49
TBWA
baz's picture

About time an ad selling a pen was actually hand written, something I always thought was bloody obvious really.

baz
Activity Score 67
Art Director |

baz

gun478's picture

Well, i'm guessing most of the people that see this ad does not know that it was an actual editorial that was hand written. So it's not really a long copy ad. It is one section of the newspaper that was totally hand written...if that makes anything clearer...

gun478
Activity Score 6
Copywriter
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