Just spotted this Guardian article on the longest running newspaper ad in history, for the Practical English Programme. Since the the 1950’s, nearly half a million people have taken the course and the current MD reckons that despite several trials with new advertising, the original ad copywriting is still the most effective.
Now I’ve fancied toying with retro advertising and jingle-writing for a while, and wonder whether the simpicity of a catcy benefit and clear objectives are often lost our industry’s obsession with emotive associations and guerilla marketing.
In these uncertain times, perhaps a nod to our ancesters’ reliable, sure-footed, simple advertising may resonate with today’s nervous consumer; advertising’s equivelent of a comfort blanket.
As Tom Meltzer says, it has outlived the greatest marketing campaigns of our time.