Issue 07

I’ll keep this shorter than a hobbit.

I know it’s been a minute since I sent one of these out. Sometimes, life simply gets in the way.

That being said…

Enjoy.

HEADLINE — GYM BOX

When everyone else zigs, go on and zag.

I adore the copy and art direction on this OOH ad. Instead of giving you the typical fitness BS, it caters to the “London Life.”

SENTENCE — MCDONALD’S

Our coffee isn’t cheap. Everyone else is expensive.

Don’t over complicate things if you don’t have to.

PARAGRAPH — CHIVAS REGAL

I’ll let the writer himself explain what makes this noteworthy.

David Abbott is typing now…

“This ad is about Chivas Regal, but it’s also about me and my father. (I really did have a red Rudge bicycle). It’s a risky ad and, for some people, it’s sentimental, but I know others who say that it vividly echoes their own experience.”

As a son, I get it.

When I’m a father, I’m sure it will strike a different chord.

“IF IT SOUNDS LIKE WRITING, I REWRITE IT”

— Jonah