Scanning through some American ad sites lately I came across this one that appeared in The Economist for a law firm.
Is it a good idea to remind the general public that there are ad agencies who write the ads, and that the companies don’t do it themselves? Do people see the copywriter behind the curtain when they’re reading an ad? Does it make the company seem less, I don’t know, authentic? More manipulating and contriving?
Does anyone even know what a copywriter is? Is it good for the company to have a copywriter going “HEY! IT’S ME! THE GUY WHO WROTE THIS AD!”
I’ve never really liked the style of advertising that calls attention to the agency. David Abbott did it famously for Volvo in the UK back in the 80’s. He lay on the ground on his back under a Volvo suspended by a single cable with the headline: If the welding isn’t strong enough, the car will fall on the writer.
But David Abbott WAS advertising in the 80s. As Neil French was in the 90s. All Neil’s ads, no matter the client, sounded like Neil, chattering away.
I don’t get the feel that this law firm ad, or the writer of it, will be remembered in 20 years.