Copywriting reviews

Posts featuring analysis or criticism of real-world copywriting, from packaging text through to corporate taglines.

Just what are the John Lewis Christmas ads? Just what are the John Lewis Christmas ads?

A look at the 2015 John Lewis Christmas ad and how the creative strategy behind the ads has developed over the years.
For want of a word For want of a word

How a tiny copy tweak could have saved the #lastsummer campaign from a social-media beasting.

Vin Chauviniste Vin Chauviniste

An analysis of some highly gendered copywriting from South Africa.

Sell on benefits, but which ones? Sell on benefits, but which ones?

The benefits that seem most obvious aren’t always the most powerful.

Why Ed Miliband needs a new story Why Ed Miliband needs a new story

Language is the window on the soul, and Labour’s is shut tight.

Would better copy get your vote? Would better copy get your vote?

Could election signs benefit from having more of a message?
Stories are waiting Stories are waiting

How an ad for Eurostar uses the mechanics of story to brilliant effect.

The colour of sound The colour of sound

A synaesthetic creative concept for Beats Solo from R/GA.
PS4 and iPad Air ads reviewed PS4 and iPad Air ads reviewed

Comparing Sony’s PS4 launch ad with Apple’s ‘Pencil’ spot for the iPad Air.