Friday, June 22, 2007

Virgin Media Again: a Few Thoughts on Copywriting

I was thinking about Virgin Media again this morning (yes, I’m obsessed!), having passed a few of their ads during my commute. As a copywriter, I’ve always liked the Virgin tone of voice, which is consistent in its clarity and humanity.

However, having fallen foul of some of the promises made in Virgin Media ads and misleading simplifications in their instruction booklets, I’ve come to the conclusion that rather than demonstrating true clarity, the tone of voice actually creates falsehoods through omission. This isn’t good copywriting. Good copywriting is communicating the true facts in a clear and succinct fashion. It's easy to make thing sound simple by missing the difficult bits out.

It’s a bit like being seduced by a good-looking (I can't deny the new brand looks and sounds good) but dishonest lover. They’ll promise you the stars in order to shag you, but then fuck off at 5 in the morning with your wallet.

Not a basis for a sustainable relationship…

Hahaha! I'm off to the bookies with your cash!


Steve said...

But is it a good shag?

Rodrigo said...

Oi, achei teu blog pelo google tá bem interessante gostei desse post. Quando der dá uma passada pelo meu blog, é sobre camisetas personalizadas, mostra passo a passo como criar uma camiseta personalizada bem maneira. Até mais.