The Dying Art of Long Copy
This advertisement for Herringbone is a perfect example of well crafted long copy. Though industry experts (and even clients) shun long copy and is on the verge of oblivion. Well I respect the art of long copy. In the end this is what made your Ogilvy’s and Burnett’s.
(I have transcribed the copy from the ad as its not readable)
Headline:
BEFORE A TAILOR TAKES YOUR MEASUREMENTS, BE SURE TO TAKE HIS.
Bodycopy:
Introducing Henri Bouvios. His fingers are not much longer than a Schmetz No. 10 needle. Thus providing him with the deftness of touch to sew an unrivalled 20 stitches within every inch of a seam.
The benefits of this detail will become self-evident as the years go by. When you pull your favourite Herringbone shirt from the rack and it still looks the way it did the day you bought it.
Unlike the rest of your wardrobe. What you thought were your best designer trousers suddenly seem to fit like a Hessian sack. That $320 floral shirt you bought only last summer takes on the appearance of a badly arranged grave. Even your best suit looks like it was put together in a rage.
A phenomenon that, by an large, can be traced back to tailors with hands more suited to agriculture than they are to haute couture. So always insist you meet the tailor who’ll be making your clothes. If shaking his hand isn’t an altogether unpleasant experience, you’re in the wrong place.
Baseline:
Distinguished by detail
Client: Herringbone
Advertising Agency: M&C SAATCHI, Sydney (Australia)
Copywriter: Oliver Devaris
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Comments
This ad is not that appealing. I feel it is going all the way around to explain the tailoring finesse of Henri. Not my kinda ad.
That is exactly the bloggers point of view. He is trying to share a long copy ad which in turn has become a bore for everyone - from customers to agency guys. But you gotta read between the lines. Be patient enough to read through the entire bodycopy and understand what the writer is trying to convey. Thta is the art of long copy. :-p
Very true…the art of long copy is dying.