Of my early writing, this one still holds for me. I was pretty junior at the time, yet amazingly nobody touched the copy, either at the agency or when it went to the client. It was 2007 and I had just started at JWT London.

I recall being influenced by a blog post I’d read about a long-copy ad someone had written in the 1980s that ran in the shape of a stream down the page. But it’s the tone of voice that really makes this ad. I don’t know if I’d be so bold these days (I hope I would!).

The art direction was by John Beridge. The ad ran in the Sunday Times and I think another national newspaper as well. That was how we rolled back then.

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