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January 25, 2011

World's best car advertisement ( Rollys Royce by David Ogilvy)

Lots of time the practicing managers especially in the field of advertising think that they need to be verbose. Frankly they are not to be blamed at all. The advertisers (read clients) often mistake that more is merrier. They think that just because they have paid for the space they expect the advertising agency to fill it up with matter, many visuals and lots of explanation. The end result the advertisements appear drab and look like news items. The beauty lies in being Spartan and frugal with words, visuals and create the feeling of space and deliver the message without any clutter. Seedhe baat dil pe hamla karre (simple words hit the heart). 

Case in point is what happened to David Ogilvy easily the most famous and recognized person in advertising throughout the world. He was given the task of creating an advertisement for Rolls Royce and try as he could he was not able to create an advertisement that won the heart of the CEO of Rolls Royce. The Rolls Royce CEO kept insisting that the advertisements were not up to the standards of Rolls Royce and that of Ogilvy himself

After long agonizing days and nights Ogilvy created a classic advertisement for Rolls Royce with the magical copy and headline "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock" Of course the body copy had lots of matter but remember this advertisement was created in an another era and time. That was the time when readers had time. But in today’s world of unlimited information the readers have very little time and the advertisement has to be short and simple. Keep it Short and Simple

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