The Old Spice campaign has had much coverage in the trade press and blogosphere of late.
As it should because it is a sensational campaign.
What I love about it though is the fact that it is driven by writing.
So many award winning ads today feature little or no dialog. Just music and perhaps a voice over at the end.
The Old Spice work however is the result of some top notch wordsmithing.
If you’re an aspiring copywriter I suggest you watch as many of the Old Spice ads and videos as you possibly can.
Actually don’t watch them as much as listen to them. Closely.
Get a feel for the rythym. The way the words tumble effortlessly.
Don’t attempt to mimmick them or write like them.
Just listen to the way the words fit together.
Because I very much doubt you’ll hear better writing for advertising this year.