Issue 27

I accidently made a new logo last week. The old one felt a tad stiff and robotic. Maybe formulaic?

And I’ve always adored the loose script-style logos that could just as easily be a graffiti tag.

Hope you like it. If you don’t, well, I’m not a designer…so deal with it.

Now, onto the ads.

I’ve long had a fascination with Dennis Rodman.

Partially because I was born in the mid-90s on the outskirts of Chicago. But mostly because he’s a wild, unpredictable, animated enigma.

Best summed up by Chuck Daly, who once said to an assistant trying to help Rodman at practice, “You don’t put a saddle on a mustang.”

Nike understood Rodman. And they crafted this — as one person put it — “literally perfect” piece of advertising about him:

I’m not sure if this ad ever officially ran. But it’s a damn good piece of writing that captures one of the most important lessons every creative needs to learn: Great copy talks to the reader, not at them.

We often forget that the consumer is not a machine or a persona. They’re your wife. Your neighbor. Your brother. Your coworker. Your kid.

Speak to them accordingly.

View the full ad archive on COPYWRITINGTHATSLAPS.COM
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