This is proof that good copywriting can not only produce good result, but is also timeless. It also brought me to the realization that, in print ads, I almost never remember the visual but only the headline (ie. “Remember that ad with a small VW car on the grey page that ran a long time ago?”, “Oh, it’s called ‘Lemon’ isn’t it?”)
Today, we see ‘no copy’ ads practically running the Advertising/Design Annuals afoot (no pun intended.) Of course they’re great. And they have ‘big ideas.’ And they’re clever as hell. I’ll give you that. But if you ask me now, I can’t remember a single instance of those ads.
I suspect that a missing headline might have something to do with it.
Found via Signal vs. Noise.