Of course, it's David Abbott's advertisement in The Economist, the benchmark of creative copywriting!
Abbott, who gained experience in the creative kitchens of Madison Avenue agencies, quickly found his own voice. His advertisements address adult, thoughtful people. They appeal to the heart or the mind, and never target the wallet.
In his creative universe, the consumer is not a plaything, but a partner with whom one can communicate as an equal. As David Ogilvy put it:
„The consumer is not a fool, she is my wife.”
A The Economist advertisement is an impressive masterpiece built from just eight words. The simple typography and homogeneous background color help the recipient's reaction time to activate the message. The end result is unparalleled: a true AHA experience. This is a witty, intelligent, and thought-provoking advertisement with a lasting impact. An eternal classic for every copywriter.
Abbott's impact on the advertising profession is undeniable: with his death in 2014, one of the great eras of advertising history truly came to an end. David Nobay, the creative director of Droga5 in Sydney redesigned the famous red-and-white creative in memory of Abbott: in his interpretation, a 42-year-old marketing intern now says:
„I never heard of David Abbott.”
