Issue 17

Hey there.

Sorry for the absence of emails.

But, I’m getting married soon. So cut me some slack. You can tell my future wife I was surfing the internet for clever ads instead of doing the seating chart.

Regardless…we’re back.

Enjoy.

😏 Now on IG

HEADLINE — SANTA CASA DE SAO PAULO

Don’t drink and drive. That idea has been hammered into our heads since we turned ten.

This ad is the greatest expression of that tired old line I’ve ever seen.

SENTENCE — POSTMATES

Copywriting is a conversation, not a lecture.

PARAGRAPH — FAT MIILK

Talk in “their language.” The person your speaking to.

In this case, Fat Miilk pulls from streetwear culture.

Spelling “milk” as “miilk” to match the brand name. Using “swagger” and “slaps.” Every word is intentional, making their writing unique and memorable.

“Learning is the only thing the mind never exhausts, never fears, and never regrets.”

View the full ad archive on Are.na
😏 Now on IG