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Clever Copy – Witty Words

Posted in Advertising, Current, Design on 24/02/2017

Branding delivered in words… Art direction is an aesthetic beauty, an image, a graphic… but sometimes a typographic solution linked to very clever copy writing captures the audience and the essence of a brand… but the brand sometimes has to be brave – FCUK maybe the best example of executing a brand positioning statement and signature in recent times but here it is so simple and powerful… and makes you smile. I remember the Durex “Small family car” strapline being applied to an ad that featured their Formula One sponsorship program with Surtees and Champion’s “Spark plugs of the world ignite” — when it works; it works very well!