Because a red Rudge bicycle once made me the happiest boy on the street. Because you let me play cricket on the lawn. Because you used to dance in the kitchen with a tea-towel rounds you waist. Because your cheque book was always busy on my behalf. Because our house was always full of books and laughter. Because of countless Saturday mornings you gave up to watch a small boy play rugby. Because you never expected too much of me or let me get away with too little. Because of all the nights you sat working at your desk while I lay sleeping in my bed. Because you never embarrassed me by talking about the birds and the bees. Because I know there’s a faded newspaper clipping in your wallet about my scholarship. Because you always made me polish the heels of my shoes as brightly as the toes. Because you’ve remembered my birthday 38 times out of 38. Because you still hug me when we meet. Because you still buy my mother flowers. Because you’ve more than your fair share of grey hairs and I know who helped put them there. Because you’re a marvelous grandfather. Because you made my wife feel one of the family. Because you wanted to go to McDonald's the last time I bought you lunch. Because you’ve always been there when I’ve needed you. Because you let me make my own mistakes and never once said “I told you so.” Because you still pretend you only need glasses for reading. Because I don’t say thank you as often as I should. Because it’s Father’s Day. Because if you don’t deserve Chivas Regal, who does?
That was David Abbott and his Chivas Regal ad.
It's a brilliant piece of copy that flies in the face of conventional wisdom.
For starters, there’s no logo.
But never mind the lack of logo, there’s a clear lack of headline.
Have you noticed?
I bet you didn’t.
Also, writing the whole piece and never once mentioning the brand by name is quite unusual.
Radical even.
No features, no benefits, no "encounter between malt and grain whiskies aged in oak casks lovingly selected and blended with precise expertise that gives it its unique character" kind of crap.
It’s written from a personal perspective. (Like that Volvo ad I riffed about here)
The whole piece is nostalgic.
I mean, in a good way.
It's a beautiful example of how you can write from the heart to the heart by saying something simple.
The way the words are put together seems so effortless that it feels more like a poet talking to us than a copywriter selling booze.
It's a proof that features don’t sell products, emotions do.
Then there’s the word ‘Because’, sort of mirroring 'If' - an English poem by Rudyard Kipling.
Remember Churchill and his 'We shall fight on the beaches. We shall fight on the landing grounds. We shall fight in the fields, and in the streets, we shall fight in the hills. We shall never surrender'?
Or Bob Dylan and his 'How many roads...?'
The key to memorable speeches and hit songs is the same.
Repetition.
Repeating the same word or phrase does a more poetic job than a headline like '25 Reasons Why….'
Finally, the dreaded packshot.
It's one of the trickiest things to deal with in ads like this because bottles are so damned clichéd and scream ‘I’m an ad.'
Here, it's done with a feeling, complementing the copy.
As you see, when you get all the clutter out of the way, you can concentrate on what’s important.
The message.
And what a message it is.
It demands to be read.
Not ignored like all the other ads.
Cheers.
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