Despite the ropey ‘makeover’ illustrations, Thomas L. Collins talks a good talk on copywriting techniques.
In his Direct mgazine columns (a US mag), he provides a critique of ads that have caught his eye – not always for positive reasons.
What caught my eye was his ability – as a veteran of copywriting – to apply classic techniques to ads. Drawing in rules from Ogilvy and the like, he provides an insight into consumer needs, wants and drivers.
There are some gems among the naff brands / ads. Take a look.