I have to imagine that the creative opportunities behind recruitment ads are endless (I’ve never worked on any). Still, the bar is high and the task of enticing people toward a seemingly unappealing job is a hard one.

I caught these online somewhere the other day and then found out they won a One Show Pencil a few years back. They’re a nice, tongue-in-cheek way to call for school bus drivers. Hey, I’m a parent…I’d take some money for brining my kid to school.

Nice job to the team somewhere out there in Canada. It’s a big country and I’m not sure where it came from. I’m just a dumb American, so I can’t be expected to navigate the map of a place so confusing that they offer free healthcare.


If you’ve ever been in a jewelry store before or meandered down West 47th Street in Manhattan, it might strike you as odd to see an add for such a placw (as it does me).

To think of these places as having a personality, beyond what’s depicted in Uncut Gems, is almost too distracting to sit back and appreciate the humor this ad or any like it.

But, appreciate it I do. Because, it’s true. I’m a husband and am fully aware of the irriation I cause at times. I genuinely hope mine won’t ever be this expensive however. Here’s to hoping for me!

I also love the ridiculously lengthy tagline.


This billboard has been making the rounds on LinkedIn, so I thought I’d further cement it’s Internet legacy here in this silly little blog you can’t read if you’ve read too many Medium posts in one week and can’t get beyond the paywall.

Wow, what a doozy of lede.

Anyway, this nice, simple, and straightforward line is full of all the encouragement we need these days. Netflix, which was more or less started as one guy’s reaction to late fees, is now such a behemoth of a company, it’s one of the letters in the most ominous, but wealth laden, acronym ever: FAANG.

But, what does it actually say you using Netflix as a consumer? Nothing! It’s an empowerment message. Get your dream show of the ground and get that sucker on Netflix already. Speaking of which, I gotta go…


My guess is, if you’ve even opened a copywriting book, you’ve probably seen this ad.

(Pretty good metric to shoot for, by the way).

It’s simple. It’s true. And, it makes me smirk every time.

I’m mad with jealousy.

But, I can almost certainly gurantee it was hard to arrive at this line. Unless of course it wasn’t. Either way, it’s a timeless beauty.


This is a move I love, but too often fail to pull off with much success. It’s where you use a well worn phrase and poke it apart.

Everyone knows even just a little bit of Shakespeare, and that first line is instantly recognizable, but to tweak the second line so it has shades of the original, but is different enough to make the point of the ad?

That’s the chef’s kiss right there.


This line might look easy and read pretty plainly, but coming up with a cutting thought like that is no walk in the park.

And…it’s true.

You dream of driving a car had hair bending speeds and the only kind of vehicle to get you there is a hyper charged roadster (usually German).


Here’s a pretty straight line, paid off by a simple visual that makes the whole thing pretty gut wrenching when you finally wrap your head around it.

It serves as a not so subtle reminder that you could keel over at basically anytime. My advice? Do as Ellis Boyd Redding once said: “Get busy living, or get busy dying.”


I’m taking a departure from posting headlines here, because these ads are crafted so well that they’re worty of praise even in a time when virtually no one reads magazines anymore.

The success of the cross trainer was a big breakthrough for Nike, because no shoe like it existed before. But, it was also a tough sell in the beginning. By humanizing these other-worldly, superstar athletes in these ads, Nike went great lengths to say, “The stars. They’re just like us.” And, you can just hear the cash register ringing as you pour your way through this elegant copy.

It ain’t fair. You just can’t make stuff like this anymore.


I’ve been digging through a fellow copywriter’s portfolio for a while, after seeing someone post headlines of his from a few decades ago that still held up immensely.

Turns out, his other work holds up too. Just like this terrific set of headlines for an outdoor clothing store called, “Trail Mark.”

I have no idea if that store still exists, but the copywriter behind these ads sure does. His name is Phil Calvit and you should do yourself a favor and visit his site to see “how it’s done.” Great work can be the best teacher.

P.S. I don’t know Phil at all, so this ringing endorsement of a post is merely just me admiring some fine writing from afar.


The NFL is a monster of a media entity, so why not take advantage of its biggest moment of the spring: Draft Night.

Anyone paying attention to football knew ahead of time that Clemson University’s star Quarterback, Trevor Lawrence, was going to the Jacksonville Jaguars with the #1 pick.

So, Realtor.com capitalized on the moment by referencing the man’s most beautiful feature in one billboard, amongst a series of others, as the draft began on the night of April 29th.

Below are my two favorties of the campaign, but you can see some of the others on their Twtitter timeline here: https://twitter.com/realtordotcom

Say It Great

Hi, I’m Chase. I’ll be taking a few moments here and there to post about advertising writing that says things not straight, but great.

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