Issue 20

Wow, issue 20.

It only took one whole year.

I’m proud of me. And, I’m proud of you too.

Enjoy.

HEADLINE — SPECSAVERS

If ya gotta squint, take the hint.

(please don’t steal that line for your future eyecare related campaign)

SENTENCE — UMBRO

If you’re good at something, remind people you’re really f*cking good at it. I see a lot of brands today trying to be something to everyone, instead of everything to someone.

Often, it ends up diluting their value.

Umbro is all about soccer. That’s why they were able to compete with the big names in the 1990s-early 2000s, and still have a cult following today.

PARAGRAPH — COLENSO BBDO

The label reads:

'OK. Don't panic. You're in the wrong section. Just keep reading. People will think you're studying the undertones of gooseberry or something. We're going to get you out of this mess and get you some beer. DB Export Dry beer. Crisp, refreshing and full of flavour, Export Dry is a sophisticated lager fit for any occasion. Especially occasions like this.

So here's what you're going to do. Nod and rub your chin. Turn the bottle in your hand and quietly say, "Exquisite". Then walk over to the counter, get this bottle scanned and you'll receive five dollars off a box of Export Dry. OK, go.'

It’s like the writer was inside my mind every time I’ve been asked to pick out a bottle of wine.

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