"I am dying"

"I am dying"

This was the headline of the best ad I have ever seen in a newspaper. It appeared up the back in an evening tabloid called The Mirror. No more than 10 centimetres by 2 columns. It had the headline in large capitals and wavy line around the borders. But it wasn't the border or the typesetting that made it stand out like dogs. It was the words.

"I am dying" Who's not going to look at that. Someone is telling us their tragic story. We love tragedy. That's what we buy the newspaper for, to see what terrible thing has happened to some poor victim today...

But wait. When we read the copy underneath the headline, we find it's talking about us.

"So are you. So is everyone reading this advertisement. If you have any money left after a lifetime of paying taxes and bills, don't let it end up in the pocket of an expensive undertaker. Tear this ad out and hand it to the most sensible member of your family.

"Labor Funerals
(Phone number)"

The perfect ad. It starts with 'news'. Then it includes you in the story. As an individual. Then as part of a larger group so you don't feel alone. Then it hits a nerve - a lifetime paying taxes and bills. Everyone is chained to that wheel*

Finally the call to action. Always tell the reader what to do. Make the decision on appropriate action for them.

This is an elegant solution. Not one word more than is needed. No puns or creativity. Just body punches, one after another.

Amen.

Michael Kiely

*Except Kerry Packer. You can bet he didn't have to use Labor Funerals, because The Prime Minister decided that, after a lifetime of watching the Big Fella avoiding taxes, the taxpayer could foot the bill for his funeral - $80,000. That's a good reason to go into mourning.)