Copywriting reviews

Posts featuring analysis or criticism of real-world copywriting, from packaging text through to corporate taglines.

Brands, be yourself Brands, be yourself

A supermarket tagline that’s out of step with the promise of the brand name.

Why I don’t like Buster the Boxer Why I don’t like Buster the Boxer

Why I feel this year’s John Lewis Christmas ad is a missed opportunity.

Butlin’s copywriting review Butlin’s copywriting review

A copywriting tour round the holiday park at Butlin’s Skegness.

Say what you’re selling Say what you’re selling

If you want to close a sale, first explain what you’re actually selling.

Goodbye, Lynx effect Goodbye, Lynx effect

A look back at Lynx ads of the past, and some thoughts on the latest campaign.

Just what are the John Lewis Christmas ads? Just what are the John Lewis Christmas ads?

A look at the 2015 John Lewis Christmas ad and how the creative strategy behind the ads has developed over the years.

For want of a word For want of a word

How a tiny copy tweak could have saved the #lastsummer campaign from a social-media beasting.

Vin Chauviniste Vin Chauviniste

An analysis of some highly gendered copywriting from South Africa.

Sell on benefits, but which ones? Sell on benefits, but which ones?

The benefits that seem most obvious aren’t always the most powerful.