AD OF THE DAY: Mercedes-Benz SLK

Oops.

I’m a copywriter and I’ve just posted an ad without a single word of copy.

There’s a good reason for this.

The original concept for this ad had:

  • Headline - Ever wondered why skidmarks appear in some places more than others?

  • Subhead - The new SLK starts at £20,000

  • Visual - Skidmarks next to a parked Mercedes

  • Body copy - Sharp persuasive copy about why other drivers will be jealous of your new, amazing-looking Mercedes-Benz SLK

  • Logo - Mercedes-Benz logo/The new SLK

  • Strapline - Building Cars Since 1891

But in the process of making the idea work, these were all stripped out.

The result was a D&AD award-winning ad in the Consumer Magazines Colour category, 1997.

You can see how they did it on pages 78 and 79 of this amazing book.

It’s Pete Barry’s excellent The Advertising Concept Book.

It takes 50-odd years’ worth of awards annuals and mixes it with rough visuals and Pete Barry’s own advertising wisdom and experience.

First, as an art director at Ogilvy in London and since 2000 as a copywriter working in New York and as a lecturer at Syracuse University.

It shows tons of ads, and how rough ideas were stripped down and turned into famous, award-winning ads like this one.

If you want to really understand concepts and how to make them work, read it.

You never know, when everything’s gone full circle and we’re all sick of TikTok videos, it might be a useful skill to have.

If you haven’t read it, get hold of a copy.

Used copies online are about a fiver, brand new £20 or so.

Websites, Advertising, Blog PostsJamie Hudsonwebsite copywriting, web content, CopywritingComment